When Marketing, Travel Through the Four Dimensions of Time

Author:

Paul Mandeville

Source:

We all know the importance of good timing. But for marketers, timing is also comprised of four dimensions, each of which is critical to the success of your programs. Smart marketers who understand, deploy, test and measure the four time dimensions of marketing can deliver breakthrough results without breaking their budgets. First, a quick overview of the dimensions:
 
Timing – Defined as the nearness of a message to a customer event that triggers that message, i.e., send an e-coupon for wireless computer peripherals within 72 hours of the purchase of a laptop computer with built-in wireless. This is the most commonly used and understood temporal dimension of marketing. While timing is important, it is not by itself a silver bullet for success.
 
Frequency – Defined as the number of times you choose to send a similarly themed messages before you stop further attempts, i.e., customers who purchased a laptop with built-in wireless should receive three messages within the...
 
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