Friday, June 29, 2012

Synchronize Marketing with Consumer Habits

According to YesMail Interactive, based in Portland, Oregon, the best days and times to launch your social media marketing campaigns depend on the platform:
  • Mondays work well when the platform is YouTube. 
  • Save Tuesdays for Facebook. And across days, the highest level of customer engagement is during the 10 PM to 12 AM Eastern Standard Time slot. 
  • For Twitter tweets, Fridays should be your last place choice. The best time slot across days for customer engagement is 5 AM to 8 AM. 
     I suggest taking these as starting points for your own attention to synchronizing social media marketing with consumer habits. Find out when your shoppers are accessing each of the platforms. The YesMail Interactive research appears to be thorough. It analyzed campaigns over three months at retailers including Abercrombie & Fitch, Aeropostale, American Apparel, American Eagle, Ann Taylor, Banana Republic, Diesel, Eddie Bauer, Express, Forever 21, The Gap, Guess, H&M, J Crew, Kenneth Cole, The Limited, Old Navy, Ralph Lauren, Tommy Hilfiger and Urban Outfitters. However, the recommendations for days and times are overall conclusions, not intended to take account of your business’s distinctive characteristics.
     The secret to success is in the timing, and YesMail Interactive says many retailers are missing out. For example, most of the Twitter campaigns analyzed launched on a Friday.
     Tony Curtis, who died at age 85 after having appeared in more than 140 movies, is quoted as having said, “…(M)y longevity is due to my good timing.” I don’t know who first advised, “Timing is everything,” but Albert Einstein associated time with everything when saying, “The only reason for time is so that everything doesn't happen at once.”
     To help shoppers sort it out, attend to timing:
  • Researchers at University of Connecticut and University of Virginia found that women shoppers vary between thinking, “It’s time for me” and “It’s time for others.” Analyze how your shoppers cycle between these two, then adjust your marketing messages to fit. 
  • Before the sale, emphasize the number of functions the product can serve and have technical specifications easily available. Once the sale has been completed, state benefits in terms of making it easy to use the functions and reassuring the customer they’ve made the right choice. Researchers at University of Maryland-College Park found that consumers tend to choose the most feature-filled models, but then after purchase, tend to get frustrated with the complexity of what they chose. 
Click below for more:
Time Your Statements of Benefits

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