At the AIM team round table today we were discussing how consumers expect brands to be their fingertips with helpful information anytime, and anywhere. Which leads to the question: how can a local business in Calgary, (Canada or North America for that matter) leverage this consumer desire to best benefit their marketing goals?
To find out more about this trend we turned to Lisa Gevelber, Google's VP of marketing, and her article below sharing how to be more consumer relevant by factoring in the time of day that someone is searching.
Whether it's the weekend or an entire year, time can sometimes feel like one big blur. It's certainly turning out to be true in my family. We've gone from picture books to how-to-parent-teenagers books seemingly overnight. Which is why one of my favorite parenting quotes is "The days are long, but the years are short." This is especially true if we're not deliberate about taking steps to really be present in each moment along the way.
The same often applies to marketing. Many of us are trained to be sensitive to the seasons of the year and how demand changes accordingly. But when analyzed on a daily basis, time offers incredible contextual signals across an array of individual (and brief) consumer moments. Add what we know about a consumer's intent, and we can uncover powerful insights that help us be both present and relevant in those important moments.
"The timing of searches during the day can be just as important to your sales and customer relationships as the seasons of the calendar year."
So the new question is: Are you paying attention to the seasons of the day? The timing of searches during the day can be just as important to your sales and customer relationships as the seasons of the calendar year. By dividing the day up into parts—in other words, dayparting—we can pay closer attention and be extra-relevant to people in their micro-moments.
Mobile vs desktop usage patterns by times of day
Let's start by thinking about time of day from a device perspective. Consider a typical day and how your behavior changes across screens as you move from morning to night.
More searches happen on mobile than on computers and tablets for 15 of the 24 hours during a typical weekday.1 The chart below illustrates the pattern: Mobile leads in the morning, but computers and tablets become dominant when people get to work around 8 a.m. Then mobile takes the lead again for the afternoon commuting hours and all night.
Of course mobile search in Calgary and the rest of the world surpasses computer/tablet searching during the weekend.
These examples represent aggregate device patterns across all searches. But not every product or service category follows these device patterns exactly.
Consider baby products. In that category, mobile searches reign supreme throughout the day, but show a pronounced peak around 9 p.m. This behavior reflects the broader context and mindset of the people behind those queries. After the baby is asleep and parents have some time for themselves, it's a more fitting time to do some (mobile) research on infant swings and cribs.
To understand how to better engage your target audience, find out the daily device patterns for your brand or category. Ensure your brand is ready to respond to intent that arises at all times, across all devices - and that your budgeting, bidding and message strategy are aligned.
For more tips and tricks on "Dayparting" and how it can help your business in Calgary tap into valuable Marketing Micro-Moments feel free to contact us here at The AIM Team.