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Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

 

Are Your Customers Giving You the Time of Day?

 
The answer to that question could depend as much on when you send your marketing messages as to what type of marketing you use. Recent research shows that the best times of day to market are directly related to the type of marketing your organization uses and in what frequency.

Doremus and the Financial Times polled business decision makers and found that 43 percent use their computers to access content after work and 36 percent do so on the weekends, as reported by eMarketer. But they are using them for very different purposes, so it’s important to understand what those are.

A recent survey of B2B executives and buyers showed that content marketing campaigns that leverage a primary marketing message across their broad communications channels do better at all times of the day and night, not just within the typical 9-5 office timeline, if they use a broad spectrum of media communications—including print, online, email marketing, electronic media and website marketing.

That represents a fairly active strategic marketing plan that is beyond many marketers’ resources. So let’s take a look at some common marketing methods and the best timing for each.

• Email Marketing


Sign-Up.to  recently reported that 9 a.m. to 5 p.m. is the best range of time for delivering emails, with 67 percent of opens peaking at 11 a.m. and 21.55 percent of opens happening in the 6–11 p.m timeframe. The same study also showed the best days for email marketing are Tuesday, Wednesday and Thursday, with huge drop-offs during the weekend.

As a result, for the majority of B2B marketers it’s advisable to plan email-marketing campaigns during the midweek in the 9-11 a.m. timeframe. By varying the times using 9 a.m., 10 a.m. and 11 a.m., you can analyze if there is an optimum time for your specific audience.

• Blogs


DanZarrello.com surveyed 1,400 blog readers and found that most blogs are read in the early morning, either supplementing newspaper and magazine reading or replacing them to a degree.

• Social Media

Another study by DanZarrella.com surveyed Facebook Sharing by day of week and found that heavier usage times were at the end of the week, particularly on Friday and Saturday. This is probably due to people’s interest to socialize over the weekend while relaxing, as opposed to working in an office during normal hours.

• Twitter

Twitter.com reports heavier usage at the end of the week—Wednesday through Saturday—than earlier in the week for both Tweets and reTweets.

• Mobile

The pattern of the heaviest day/time usage among all ages for business takes place during the 9 a.m. – 5 p.m. timeframe for email/SMS and voice calls, whereas evening hours are used for social-marketing platforms that leverage apps and website browsing.

By taking such information together, you can formulate the best times of day to market among your customers with a thorough understanding of their media consumption. To get your timing right, it’s critical to understand there is no “one-size-fits-all” marketing program. Instead, you need to interact with your customers to find out what their preferences are and market accordingly.
 
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Tom Wants To Hear Your Branding Issues:
Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on Twitter for branding and social media tips - as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?

Note: If you are a printing company or product/services company serving the print-media market, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

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