B2B marketing doesn’t end with work day: Half of buyers check web at night

A survey of executives and B2B buyers suggests that content marketing campaigns should focus on reaching these targets at all times, not just while they’re in the office. Doremus and the Financial Times polled business decision makers and found that 43 percent use their computer to access content after work and 36 percent do so on the weekends, eMarketer relayed.

Creating website content aimed at improving site traffic and conversions is a strong method of attracting visitors for both B2B and B2C companies, Brafton has reported. When it comes to researching potential purchases for their businesses, these executives are browsing the web throughout the week.

While email and social media marketing campaigns are more likely to appeal to decision makers at different points during the workweek, their web habits on the weekend are not limited to entertainment and leisure. Additionally, 27 percent of executives access content on the web from smartphones and tablets on the weekends.

Using website content as part of an SEO campaign is increasingly effective given the dynamic browsing habits of most target audiences. While many sales methods are unlikely to reach targets when they leave the office, the study indicates content that informs and attempts to guide business executives through a conversion funnel can be equally effective on the weekends or in the evenings.

In terms of the B2C sector, consumers can also be reached around the clock as more access content on their smartphones while shopping. Brafton recently reported that as many as 73 percent of consumers said they read web content on their smartphones while in stores. Among the tasks these users conduct include price comparisons and reading reviews to figure out which products are best for them.

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