• by Wayne Friedman , Staff Writer, March 19, 2012

Buying shoes, scandals or hiking boots? Hmm... what day is it? Better yet -- what time is it?

Nathan Luman, Facebook Marketing Lead at Zappos.com, says the shoe product site found out it was more efficient with its media buying depending on the time of day – and the day of the week. Those campaigns could have a "stronger influence" than its target audience.

That said, he added, broadening Zappos target could help in other ways. Where targeting 200,000 to 300,000, a campaign would only last a few days. But targeting two to three million a campaign could have a two or three month lifespan.