When it comes to managing your digital marketing campaign, you need to take into account the impact of seasonality. Something that works really well for you in the summer may not be the best way to go about things in the winter. In the same way that the fashion industry changes depending on the seasons, so should the digital marketing industry.

Holidays

When you are trying to create the perfect digital marketing campaign, it is essential that you have a list in your mind of all the public holidays. If you are planning to simply target a UK market, you will only need to be aware of the holidays in this country. However, if your business is international and you want to bring in business from places like the USA, you also need to be aware of their public holidays. Black Friday - the day after Thanksgiving - is a well-known shopping day in America but naturally is not a trend in the UK.

In terms of creating PPC campaigns, having one targeted at customers that takes advantage of the Black Friday shopping frenzy could be the difference between the success and failure of your campaign. Black Friday often sees retailers offering promotions and discounts as people start their Christmas shopping. Obviously, if you only have a UK-based campaign, this holiday won't bring you as much value but it could still be considered.

Timing

Again, this is important depending on the customers that you want to reach. If your primary market is young professionals, having a PPC strategy that revolves around adverts appearing on the weekends may not necessarily be the smartest option. Many of them will be out and about and not necessarily on the internet. However, you could find that they are online during the working week, making it a logical decision to feature your adverts during the standard office hours of nine until five from Monday until Friday.

Do your research to find out which times and days your customers are most on the internet - and you can then start to tailor your campaign accordingly. There is no point spending money on a campaign that won't reach the customers it's intended for.

Keep up

You need to remember that the times are constantly changing and the marketing world is ever moving. It's important to ensure you keep up and that your marketing campaign is up to date and cutting edge. If something major happens that has an impact on many people within your customer base, it's important to get on top of this and adapt your marketing campaign accordingly. If you are seen as an industry leader, you may be able to increase the level of trust your customers have in you and expand on your business as a consequence.

If you do not keep up with the things going on in your industry, your customers may start to think that you are falling behind. This can make you seem unprofessional and may have far-reaching consequences, on your transaction figures and on your brand's image among other factors.

 

By Lauren Sutton, Brand Journalist for Vertical Leap. 

 

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