A typo or a new buzz word? When I surf the Internet, it seems that combining two words into one compelling buzz word is hot, so why not try it myself! If you haven’t encountered such combinations yourself, here are a few to refresh your mind: metrosexual, transumers, trysumers, tryvertising, youniversal branding, crowdsourcing. And now I would like to introduce ‘advertiming’ (if it doesn’t exist already).
Timing a promotion or advertisement is nothing new for merchants. It is quite a bad idea to start your sale on the 24th of November (that is ‘buy nothing day‘). And it makes much more sense to promote a LCD or plasma television right before or during the Olympics or the world championships for soccer. That is also why merchants make use of the retail calendar. But what I am trying to say is that timing on a detailed level is just as important.
Our own statistics (across all our comparison engines) show that when it rains, we generate 10% more leads for our shops. However, when we have a great day (so sunny, no clouds and warm) we generate 20% less leads. So the effect of a great day is much higher than a bad day. So, having access to decent weather forecasting can be an important factor to increase sales.
Also, a Monday is traditionally the best day in terms of visitors and leads, with the Sunday evening gaining in importance. This effect can be explained by the fact that we (read: consumers) like to talk to each other during the weekend about what we are planning to buy. Friends and family members are used to make a sound decision. Then on Sunday evening we check some websites to gain even more information (like reading reviews). And, when we are at work again on Monday we make the decision to buy the product. (more…)
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