Micro-Dayparts: The infinitely divisible marketing opportunity

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Micro-dayparting is a conceptual framework for owning specialized segments of your consumer’s day. By defining and filling of niche content void, you can reach them in exciting, new ways.

The benefits of a highly fragmented media landscape

There’s lots of talk about the challenges facing the media industry and marketers of all types – especially when it comes to reaching consumers where and when they want to be reached. In true fashion, we see these challenges as the glass-half-full kind of opportunities. As we see it, the rampant fragmentation across devices and modes of content consumption actually presents a new opportunity to connect with your consumers (or audience) in a more accurate and relevant way.

What exactly is dayparting?

Dayparting for Television
Dayparting for Television

Many of you traditional marketers will remember the traditional media term ‘dayparting.’ For those of you who don’t, this Wikipedia article (or even our post from last week) might help you get acquainted. Essentially, the practice of dayparting began in the broadcast industry as a way to define the different ‘parts’ of the day for specific programming as it pertained to the type of audience and demographics an advertiser might attract.

For example, the daypart on television known as “daytime” referred to the middle part of the day, typically targeted at the stay-at-home Mom, with programming like soap operas, game shows, or tabloid talk shows.

With the extreme fragmentation of audience and of media available (mobile devices, tablets, personal computers, terrestrial radio, satellite radio, even YouTube), the traditional notion of dayparting no longer exists. Or does it?

Micro-dayparting explained

Perhaps the notion of dayparting still applies, except that in today’s landscape there are more factors involved and opportunities to define those ‘parts’ of a specific audience’s day. Three factors influence your ability to target a micro-daypart:

  1. The medium on which to deliver the content (radio, iPad, television, podcast …)
  2. The cognitive engagement potential of the consumer: Are they able to watch your video if they’re driving a car? Can your consumer use their iPad while they’re on the treadmill?
  3. The activity your audience is already engaging in at a large enough volume on a consistent basis: Are you trying to reach your customer while they’re working out?

Using these three factors to define your content will also help you define when you want your content consumed. In essence, if you know that your target customer works out an average of three times a week and engages in cardiovascular exercise for an average of 20 minutes per work out, you can now define a micro-daypart for your audience. Perhaps you should create a 19-minute podcast designed to be listened to while they’re working out.

Marketing your micro-daypart

Just defining the daypart for your marketing team and the content format isn’t going to be enough in the new media world we live in. In fact, for micro-dayparting to be effective, you have to help your audience understand when you want your content consumed.

Let’s assume we’ve got our podcast ready for release (as prescribed above). We now have to let our audience know that we understand their habits (you work out three times a week) and that we’ve got a good way to make use of that time (listen to our podcast on how to make you a better person while you’re on the treadmill or stairmaster). For example, maybe you can invite them to sign up for workout encouragement via text message, with a reminder to download the podcast before they leave for the gym.

Your micro-daypart defines the content, too

With a clear understanding of when you want your content to be consumed as defined by your micro-daypart, you can also tailor the content format to enhance their listening experience. If they’re going to be working out, we need great music to keep things moving. We need to motivate them while they’re on the treadmill, maybe even let them know they’re half-way there. We’re now their workout clock while we provide them with great content.

What do you think of micro-dayparts? Can you identify some times in your consumer’s day when you can define their content consumption habits?

About Media Mediation

In a fragmented media landscape, how can you leverage your deep understanding of consumer behavior to drive new types of engagements defined by old media opportunities? Opportunities that used to be limited to drive time, prime time, or even the Sunday paper, can be leveraged today to build new consumer relationships and routines that mirror the success and adoption of traditional media buys. Each week, Drew Davis helps you dissect some of these new opportunities as they’re informed by decades of experience from successful media organizations.

If you’d like to invite the Tippingpoint Labs team in for a little Media Mediation, try this workshop.

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