What is Dayparting and should you care?

clockYou’ve probably heard the phrase ‘content is king’ when it comes to Internet marketing.

But did you know there’s a new king in town giving content a run for its money? The new king is context.

Of course it’s important to have great quality content that inspires engagement and helps to create conversations with your audience, but the context in which that content is shared has big implications for your brand.

This brings us to something called dayparting. Dayparting is a term used in television broadcasting when the day is split into different parts with unique programming provided for each.

With the advancement of technology and the growth of mobile marketing, marketers will have to think about context now more than ever before.

By the end of this year, the Earth will have more mobile devices than people. It’s all about presenting the right messages at the right time.

Mobile device usage reaches its peak between the hours of 6 and 10 p.m. This makes sense when you consider this is the time frame when the largest number of folks are off work and still awake.

It isn’t enough to simply push out your marketing messages during this time though. Brands and businesses need to consider when their audiences are online, when they are most likely to respond to their messages and in what context.

For instance, it doesn’t make too much sense for a restaurant to share photos of its delicious menu items outside of business hours. If the goal of the marketing is to get more people in your restaurant, engage with them during times when they could actually eat there. Sending out coupons before a busy lunch hour is another possibility.

If your brand or business wants to engage with stay-at-home moms, daytime blocks are best for marketing messages.

It’s also necessary to customize your approach for different audiences. Don’t lump your audience together. Use demographics and market data to understand who your customers are and how you can reach them.

Other factors that might be leveraged using dayparting to determine the context for your marketing messages are location, weather, and demand.

Here are some key factors to keep in mind when you are building a marketing message strategy:

  • More than 50% of smartphone users cite looking at their phones as the first thing they do each day. Create messages that will leverage this captive audience first thing in the morning.
  • Different consumers use their mobile devices for different purposes.
  • People want helpful information. Give them something that adds value. This is the only thing that will keep them coming back for more.
  • Create messages that can be consumed in a short amount of time. Think about how you glance at your phone while waiting in line for a coffee. When creating messages, consider if they could be consumed while standing in line.

We know that you want your messages to be heard and here at Loud Media, we understand how to make them loud!

Crafting engaging marketing messages that pack a punch requires great content and the right context. If you need help getting your Internet marketing off the ground or perhaps want to take it in a new exciting direction, we’d love to help!

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Contact us or leave a comment and let us know your thoughts?

If you would like any help or have questions, contact us anytime.

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Oliver and Sam
Co-Founders and Context Kings
Loud Media Solutions

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