Marketers should optimise their campaigns based on the product’s “natural frequency”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 22, 2020, 6:30 PM UTC

“Natural frequency” refers to how often a customer naturally encounters the problem that the company’s product solves.

This piece recommends marketers should first analyse the frequency of how often their customers need to return to the company’s website for solutions. They should then develop their campaigns and optimise their content schedule accordingly to help consumers with the necessary information whenever they need it.

If a brand’s customers face the problem once a month, marketers can create a monthly forum to improve retention rates. However, trying to optimise campaigns for unnatural frequency would result in spamming users with unnecessary notifications.

Brands should avoid sending unnecessary notifications as it can negatively affect their retention rates. But, marketers should conduct A/B testing for the right natural frequency to drive effective results.    

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