However, the right message at a wrong time may also turn out to be an ineffective communication. What you need to know is that timing is everything in communication, and whether it inspires action depends on the time of delivery.

Most marketing system, however, cannot control timing since they are dependent on platform and user behavior. That creates ambiguity in the process.

This ambiguity of waiting gets removed with direct messaging, in which businesses can deliver messages whenever they want. Which gives more control over running the campaign.

Whereas apriad builds on this by mixing timing and targeting. With data up to October 2023, you can send messages to certain audiences at times when they are more likely to interact.

The synergy of timing with relevance increases the efficacy.