In the honor of the recent Cyber Monday and the upcoming holidays, this post covers the importance of marketing seasonality. Just like one message can’t impact all people, one message can’t impact the same person all the time. Marketers must take advantage of seasonal trends to offer unique value to consumers.
Driven by forces bigger than a single corporation, consumers have come to expect different criteria from marketers at different times of the year. This doesn’t just mean Christmas ornaments in December, but instead means specific discounts, calls-to-action, and alerts to match the season, whether or not your product is directly related to the holidays.
We all know that consumers spend more during the winter holidays and spend less in the summer, so ramp up your PPC campaigns and online advertising in December, but make sure it’s highly customized to fit the season. It’s not uncommon to initiate a new PPC campaign for a line of products just for a month or so. Create time sensitive alerts and drive traffic now! Your ad won’t stand out of the crowd unless you solve the need that your consumer is seeking to find, and whatever it is, it’s usually linked to seasonality. Most recently, Cyber Monday, created to level the playing field for eCommerce sites missing out on Black Friday, recorded a record high $1.3B in sales yesterday. This marks a 17% increase in spending over last year’s Cyber Monday and is reportedly the highest spending total for any day this year. Read the full article here.
If you want to get fancy, take it a step further with weather specific marketing. Check out this older post “When Bad Weather is Good”
Give us a call or comment to tell us about your experiences with seasonal marketing.