It’s important to know your audience. The question is, are commuters paying attention?
Digital marketing, it’s such a vague name yet such a diverse subject. Although you’re actively promoting brand awareness through digital strategies, there is a lot of sociological research behind the end product. Every company tweet or Facebook status, every catchy slogan; they all exist because of a digital marketer. However, with great brand recognition comes great responsibility.
Understanding the commuter.
But, let’s be real here. How engaged are our mobile customers? When speed walking to work or waiting for a bus, there usually is a set amount of time available for the customers to use for Internet browsing.
However, although they have time, whatever they look at or are looking for must be brief and straight to the point; otherwise, you will lose your potential customer permanently. Digital advertisements must have small content and headlines that are punchy and straightforward. Your wording needs to demonstrate your product or service in a limited amount of characters to ensure it catches your persona’s eye.
What is your user looking for?
The most difficult audience to unravel is the younger generations, this is because they have a diverse taste in what they find appealing due to the influence of technology. When advertising to younger generations, you need to provide an advert which is visually capturing. You will need to use bold titles that scream ‘offer’, or something that is recent and relevant. To achieve the best engagement, you should publish holiday offers and brand awareness in the early morning. Inspirational posts, images and news should be scheduled in the evening.
Research. Plan. Publish
You can make commuters into valuable customers; it just takes patience and creativity.
Although people are highly active on mobile phones during travel, it is much harder to market these audiences. With an unpredictable attention span and such strategic planning needed, marketing to commuters is harder than you think. We have three rules; first, you must consider researching your persona then work out their typical day-to-day routine. Next, you will need to plan how you aim to promote your business and get it noticed by the travelling user.
Lastly, when you think you have considered every aspect, publish your work and be patient for results. If the results aren’t what you expected, take a look at what you could change about your approach and test the theories.