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The research from the Center for Media Design provides a customer perspective that makes the marketer in me start to salivate. No matter how many statistics we collect on response rates or how often we survey email users, we simply cannot collect the type of information that the researchers at Ball State have collected. They have a field research team that follows consumers for a full day and records how they interact with different forms of media in 15-second increments. Throughout the day, observers record what media participants are using, where they use it, and for how long.
This life-in-the-day view of consumers provides a new perspective on the time of day question that I believe is relevant as we think about what messages should be sent when. Here is a short list of the observations made about the way consumers interact with email throughout the course of the day: Read the rest of this entry »