8. THE RIGHT FREQUENCY

Recommendation 8 of 12 for Business Marketers

Manage ad frequency carefully when targeting busy accounting and financial professionals online. One-shot "tests" and sporadically timed campaigns around specific times of the year generally do not work well. Likewise, over-saturating the audience with weekly or daily messages almost always annoys readers who are time-pressed accounting and financial professionals. The ideal frequency seems to be every other week for campaigns of three to six months, or at least once per month for campaigns of 6 to 12 months' duration.

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Education

Tags:

• online
• advertising
• b2b
• newsletters
• AICPA
• Berkowitz
• Bay Street Group