Time seems to be scarce with each day of a marketing campaign. But the answer in gaining some time back lies in targeting an effort at the right time. Dayparting is one nuanced way to connect to customers in the right time. Moreover, it can aid planning with digital signage by determining when messages can be most helpful to retail customers.
But first, let’s review a definition for dayparting.
Dayparting is the segmentation of marketing campaign responses by time period. The goal of dayparting is to match marketing efforts to time periods that are a best fit for potential response to a campaign message.
A little history on dayparting: first kind of contextual marketing, dayparting is a byproduct of radio and television programming. Programs included commercials tailored to the audience – If you recall seeing a Tide commercial during daytime soap operas, even their name stemming from Proctor and Gamble sponsorship in the 1950s, then you get the idea of dayparting pretty easily.
But the internet developed with a widely held belief that online advertising equated to advertising all time – if you have a website, people will “see” your business all the time. With smartphones becoming more and more shopping devices and tablets used alongside the TV viewing, the idea of selling around the clock online is morphing into discreet periods. Dayparting advertising has transferred from old media to the internet due to new features in less expensive advertising channels like paid search. Moreover, analytics solutions have begun to incorporate dayparting measurement capability.
What created this trend? In a word, mobile. The increasing acclimation of consumers to smartphones, netbooks, and tablets, combined with more public internet accessibility in places once considered offline, has shifted the way in which people arrive to a website. They engage, and the access is technically available around the clock, but genuine mobile connections are being made at hours different than behind a laptop. While much of the initial data is shopper-oriented, the retail behavior will surely filter into other tasks, such as account transactions and viewing sites through mobile devices.
Digital signage can easily use dayparting methodology for events such as announcing an upcoming bank branch seminar or cross-advertising events at various retail locations. To time announcements of events, dayparting display messages can be coordinated with mobile ads and SMS that lead to mobile sites.
Beyond reducing the amount of printing and shipping static materials to announce new events and limited-time offerings, dayparting on digital signage can provide the right message announcing event times and locations, services that customers can access on their mobile phones, or increase visibility of reminders. The end result is an increased likelihood of a customers using a retailer’s services that very day. Google in its 2011 study The Mobile Movement noted that 88% of respondents take action within hours to within the day of receiving local information in a smartphone. Dayparting signage marketing messages to drive customers to nearby branches can lead to increases transactions.
When I wrote this post originally for Digital Draw, I noted a comment from one of my colleagues, Daniel Berthiaume, that marketing managers “put a little extra into an analytical system to determine how often to refresh the content”. Combining digital signage with dayparted ads can provide solid means for that little extra by using mobile ads and sites.
For additional perspective, check out this Zimana post on dayparting.