Ads In The Middle Of The Night? Why Not?James Cox
Do not send ads and emails at night and on weekends. It’s going to be a waste of time and money. You’ve heard it for years and you’ve listened to it and followed the rules of marketing. However, now is the time to challenge some of those rules, especially if it can lead to more conversions for you. The idea is to display ads to a consumer a number of times but also at the times they are most likely to buy something. How often do you buy something online while you are at work? Rarely. However, how often do you buy from a place when it’s 2 in the morning and you can’t sleep?
There’s a new way of thinking when it comes to digital marketing and it’s time that you look into it because it could benefit you and improve your efforts. There are several benefits to marketing to people after normal business hours, especially nights and weekends:
- More affordable ad costs: Think about how expensive it is to run an ad on a site that generates hundreds of thousands of visitors a day? You are competing against hundreds of other companies who want to advertise, many of whom probably have a much larger budget than you do. So, why not advertise at hours where the traffic goes down but so does the competition which means you get better rates?
- Fewer distractions: If you have ever bought anything from Amazon you know that they like to send emails to you around 11 at night. Why? Because they feel that you are either asleep or that you are awake but if you are awake chances are you are sitting in your bed watching television and playing on your phone. What better time to send you an email or ad to go look at something you may want to buy?
- Higher retention: Along with fewer distractions the consumer is also more focused after regular work hours. The day’s responsibilities have been handled and now you have the chance to focus on things you enjoy like television shows and so forth. This also leads to a higher retention rate because you are less distracted, and you may remember the brand of ads you are seeing and receiving much more than you would in the middle of the workday.
- Shows your company is 24/7: Consumers are not fans of the 9-5 deal anymore because that means they can only get assistance from you during normal business hours, the same hours they are working. That’s why a lot of people prefer to buy from places where they can still shop at and reach people during nights and weekends, even if it’s limited.
If you are working with a smaller budget and you are trying to develop a strategy for your next marketing campaign, try sending ads out at times you normally wouldn’t send them to people. You may be presently surprised at how well your ads are received as you are reaching your target audience during times when they are at home, sitting on the couch and looking at their phones.