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BizReport : Advertising archives : October 11, 2012

Yesmail: Marketing campaigns deployed on wrong day, wrong time

With just 74 days until Christmas, the race is on to get marketing messages in front of online consumers. Marketers may have their creative, messaging and offers fine-tuned, but new research from Yesmail Interactive reveals campaigns are not being deployed at optimal times.

by Helen Leggatt

yesmaillogo.pngMarketers and advertisers using online and social channels aren't keeping up with shifting consumer shopping behavior, if a new report from Yesmail is anything to go by.

The email marketing company polled over 500 consumers about their shopping habits, both during the holiday season and in general, and tracked and analyzed the digital marketing campaigns of 20 leading brands over a three-month period.

They found that the times online shoppers prefer to make purchases and interact with brands don't tally with deployment times.

While almost 40% of online shoppers prefer to make purchases between the hours of 6am and 10pm, just 5% of email campaigns were deployed during this time.

Furthermore, consumers prefer to interact with brands much later in the day than most campaigns are deployed. Yesmail found that while 60% of consumers prefer to interact with brands on social media between the hours of 6pm and 2am, the majority (60%) of campaigns on Facebook, Google+ and Twitter are deployed during the day between the hours of 10am and 6pm.

Research by Yesmail earlier this year also revealed many marketers are sending out social campaigns on the wrong day.

The best day to start a Facebook campaign is Tuesday, found Yesmail, yet that day is fourth in terms of when campaigns are currently being deployed. Similarly, most Twitter campaigns are currently sent out on Fridays, yet this is the least engaging day in terms of Re-Tweets.

Tags: campaign deployment, consumer behavior, holiday shopping, online marketing, shopping habits, social marketing

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