Federal marketers have a good handle on where to reach their customers and what to give them. But if you want them to actively engage federal customers with your content (or have them even see it), what is the best time to send it? There has been much debate about that, but at Market Connections we prefer to see what the data says.
The 2016 Government Mobility Pulse PollTM gives some insight into that. The study shows that federal decision-makers are spending more time than ever accessing content at all hours of the day and night. For example, 57 percent access social media on weekday evenings, making that a good time to get their attention.
Just as important as knowing when to engage with your customers is being sure to provide content that is relevant to them. Providing valuable content to your users makes all the difference in whether they engage with it.
There are two critical activities for increasing user engagement:
- Look at your analytics and segment your messages. After all, decision-makers and influencers in audiences differ by their needs. The more you can target your message, the more impact it will have.
- How can you improve return on investment — or even know what it is — if you don’t track it? You need to monitor engagement so that you can make changes as needed.
2016 Federal Media & Marketing Study™ Annual Breakfast and Briefing
What else will the 2016 study reveal? Find out at the 8th annual FMMS breakfast and briefing event.
Nov. 9, 2016 | 8:30 a.m.–noon
TEGNA Conference Center, McLean, VA
While you’re waiting for the results from the 8th Annual FMMS, download the 2015 overview report to learn more about the media habits of your target audience.
Would you like additional insights into your target audience? Purchase the online data tool from the Federal Media and Marketing StudyTM. This tool allows you to access the full study results and create your own custom view focused on your specific audience.