Businesses can use temporal landmarks to drive audience responses effectively

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2020, 3:10 PM UTC

Temporal landmarks are days that represent a transition point in a person’ life, like birthday or graduation.

This piece suggests unusual ways – based on behavioural science – which businesses can use to generate audience responses. Reaching out to people on their temporal landmark can help drive more desired responses, but brands should be aware must know that for this kind of tactics, timing is crucial.

Depending on the message, marketers can send emails to consumers at the beginning of the week or on the weekend, when they are most receptive to try something new. Bundling items and explaining that the discount is on the most pleasurable item can further increase conversion rates.

While writing emails, businesses can appeal to their target audience’s sense of fairness. For instance, a charity can write, “Every night children right here in our own town go to bed hungry. Do you think that’s right?”

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