Marketing has always been about timing and influence. Are you reaching your intended target at the right time with the right time when they are most likely to be influenced in hearing the message? What is that person’s journey in a day and when is the right time to make the ask or be the influence?
It’s an old example, but soap operas from the mid-1930’s up through the1970’s, targeted housewives who listened or watched the Monday-Friday daily ongoing episodic shows. The main sponsors were soap manufacturers and other household cleaning supplies. Marketers had an audience in the middle of a chore, willing to listen about products that could help, in exchange for content. What better time to suggest a new laundry detergent than when someone is doing laundry?
The development of marketing personas – who is likely to buy your product, why, and what influences them – has become more complex and opportunistic over time with the introduction of technology and data to fine-tune accuracy on different targets with content.
Mapping your content to the buyer’s journey will help ensure you hit them at the right place and right time with the most relevant, high-value content that will spur them into a desired action.