by Mike Sullivan

Is your business center using digital market intelligence to drive multi-channel success? Whether you use e-mail marketing campaigns, social media – or both – there’s always something new to learn in the realm of digital marketing.

Now, a new study from Yesmail Interactive is revealing valuable insights that business center marketers can use to improve digital campaign performance.

Specifically, the research revealed that many social media and e-mail campaigns do not match up with consumers’ patterns for when and how they engage with brands. Your business center could be pushing out effective, creative campaigns, but if you don’t send them at the right time then you aren’t maximizing the opportunity.

“While marketers have plenty of tools at their disposal to put these multi-channel strategies in place, they have been slow to effectively harness the power of customer data available to them,” says Michael Fisher, president of Yesmail. “When properly collected and analyzed, this type of digital intelligence provides in-depth, actionable insights that can definitively improve a brand’s marketing strategy.”

In the first part of this series, we’ll answer the question: What’s the best day of the week to run your business center’s campaign? If you get this right, your business center can maximize its time and effort on the marketing front. Yesmail offered a breakdown of social channels that offers keen insights for business centers:

  • Facebook campaigns achieve the highest level of engagement on Tuesdays, yet that day ranks fourth in terms of when actual campaigns are deployed.
  • The majority of Twitter campaigns take place on Friday, which is the least engaging day for those campaigns.
  • The most interaction on YouTube occurs on Monday, but it is the least utilized weekday for campaign deployment.

“We also found that there are opportunities for marketers to utilize different types of content to engage consumers. The data revealed an upward trend in consumers’ interaction with video on Facebook, yet this format was only used in 6.5 percent of deployed campaigns,” Fisher says. “This is just another example of how crucial it is for brands to not only measure the success of their campaigns, but to dig deeper into the insights to find ways to improve future campaigns based on trends in the way consumers engage with the brand.”



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