DIGITAL MARKETING GONE PRIME TIME
Technology has radically changed people’s behaviors. An interesting article in the New York Times shows how much the Internet has impacted life’s routines, including the once predictable rituals of the morning. People are hooked to their BlackBerrys, iPhones and other computers for checking e-mails, answering messages from FaceBook friends, twittering their first activity of the day, or playing games.
Of course, this change in morning routines has deep implications on social interactions and family relationships. Family time has been replaced with digital time.
What is the implication for Brand?
It creates “prime times” for digital advertising; the same way “primetime” was created on TV. Digital advertising – and digital marketing in general – can become more relevant with better tracking consumer’s online behavior.
If you know your consumers will check their FaceBook page between 6 and 8am, imagine how many opportunities this creates for your brand. Starbucks could make an offer on FaceBook you could redeem on your way to work instead of having your coffee at home. Chili’s could send you an e-mail coupon for a lunch with your friend, to be redeemed the same day. Had a bad night? A pillow company could advertise on your favorite website about the comfort of their revolutionary pillow. Etc, etc.
By getting a better view of online consumer behavior, brands will be able to tailor their messages, not only in terms of content, but also in terms of time placement.
(Jean-Yves Minet)