Comparing and contrasting sustained marketing efforts versus burst marketing involves looking at their strategies, objectives, advantages, and potential drawbacks.
Strategy and Objective:
‐ Sustained Marketing: This approach involves continuous and consistent marketing activities over a long period. The strategy is to build and maintain a steady relationship with the target audience, focusing on brand awareness and loyalty. The objective is to remain in the public’s consciousness consistently, ensuring that the brand or product is always a choice for consumers.
‐ Burst Marketing: Burst marketing, on the other hand, is characterized by short, intense campaigns. These campaigns are typically used to generate a lot of attention and buzz in a short period. The objective is often to promote a specific event, product launch, or sale. This approach seeks to create a strong impact in a limited timeframe.
Advantages:
‐ Sustained Marketing: The main advantage is the creation of long-term brand equity. Customers develop a deeper relationship with the brand, which can lead to loyalty and word-of-mouth promotion. It’s also beneficial for products and services that require long decision-making processes.
‐ Burst Marketing: The advantage lies in its ability to create immediate awareness and excitement. It’s particularly effective for time-sensitive promotions or to capitalize on short-term market trends. Burst campaigns can also be more budget-friendly as they require resources for a shorter duration.
Potential Drawbacks:
‐ Sustained Marketing: This approach can be resource-intensive, requiring continuous investment in marketing. There’s also a risk of message fatigue if the marketing is not dynamic and engaging.
‐ Burst Marketing: The impact can be short-lived, and there’s a risk of quickly fading from consumers’ memory if not followed by additional marketing efforts. It may not be as effective in building long-term brand loyalty.
Target Market and Product Suitability:
‐ Sustained Marketing: More suitable for established products or services aiming for long-term market presence. It’s also effective in industries where consumer trust and relationship building are crucial.
‐ Burst Marketing: Ideal for consumer goods with shorter life cycles, event-based promotions, or when entering a market with a new product that needs immediate attention.
Measurement of Success:
‐ Sustained Marketing: Success is measured over longer periods, looking at metrics like brand health, customer loyalty, and long-term sales trends.
‐ Burst Marketing: Focuses on short-term metrics such as immediate sales spikes, website traffic during the campaign period, and social media engagement metrics.
Sustained marketing is about building and maintaining a long-term market presence and customer relationship, while burst marketing focuses on creating immediate impact and awareness, often tied to specific events or promotions. The choice between the two depends on the business objectives, nature of the product, and market dynamics.
