Should your brand focus on fixed marketing efforts like promos and seasonal pushes, or invest in evergreen marketing that works year-round? The answer isn’t either/or—it’s knowing when to use both, and how to tie them together.

In the Philippine market, where customer behavior shifts fast and competition is constant, brands that succeed have one thing in common: a balanced, intentional approach to strategy.

Fixed Marketing: For Timely Pushes

Fixed marketing includes time-bound campaigns—Mother’s Day sales, 11.11 events, product drops. These are great for driving quick traffic, urgency, and excitement. But they also have an expiration date.

When you rely only on these, your brand ends up constantly sprinting to keep attention.

Evergreen Marketing: For Long-Term Relevance

Evergreen marketing, on the other hand, focuses on content and messaging that stays relevant over time. Think “how-to” blogs, customer stories, or ad creatives that highlight your core value—not just a current promo.

Evergreen assets support SEO, build trust, and serve as reliable anchors between campaign pushes.

Strategy Starts with the Right Components

An effective marketing plan should always include a mix of both. As any good marketing strategy theory suggests, longevity and agility must work together.

Here are key marketing strategy components to build around:

• Messaging: Fixed for promos, evergreen for brand identity
• Channels: Fixed for Meta ads or flash sales; evergreen for search and email flows
• Content: Use templates to create promo materials faster, but invest in timeless content to build brand authority

Looking for a marketing strategy sample? Brands that thrive often map their calendars in quarters—pairing sales bursts with content pillars that stay consistent.

EScale Helps You Balance It All

At EScale, we work with Philippine businesses to create strategies that don’t burn out. We help you build campaigns that perform in the short term, and content that compounds value in the long run.

Create a marketing strategy built to last and move fast. Visit escale.ph to get started.