Using the seasons to develop your marketing campaign

Published August 22, 2014 at 6:33 am

As the seasons change, the chances to make an opportune marketing move change right along with them. While the winter holiday season is an obvious time for a seasonal campaign, you may also be able to take advantage of other shopping times, such as back-to-school. By getting your messages out on the right channel at the right time, you will reach a wider audience.

When it comes to marketing strategy, social media is an important component of well-rounded multi-channel campaign marketing. As such, Facebook ads can be a great way to create visibility for your product, service or special offer.

A recent article from AdWeek reported on the effectiveness of these ads as they relate to the seasons. According to the article, Marin Software analyzed data from seasonal Facebook and Google ads and found that shoppers were more likely to click on ads that appeared on Facebook, when compared with Google.

The results that Marin came up with were for shoppers that clicked on the ads during the holiday and back-to-school shopping seasons. AdWeek explains that their results showed that “Facebook has a greater element of seasonality,” which may be linked to the way that Facebook is used. For example, when people are posting photos of certain seasonal activities on the social media site, if they see a relevant ad, they may be more likely to click on it.

These findings draw attention to the point that marketers should be aware of where their audience is active online to better reach them with relevant messaging. When it comes to seasonal marketing, the platforms from which you conduct your efforts make a difference. Automated marketing software can help coordinate and streamline your multi-channel marketing efforts.