As digital marketers, we already understand "seasonality" directly impacts our marketing campaigns – it can drive more volume and higher ROI. But we aren't always going deep enough.
For holiday campaigns, much has been done to break down consumer behavior into smaller, predictable and measureable events – Black Friday or Cyber Monday for example.
Why can't we do this for other seasons like back to school or the summer travel season?
What I'm about share with you is an example of how to use data to build a well-timed campaign, specifically for back to school – but the implications extend well beyond this campaign type, retail, or search marketing.
Pieces of a Well-timed, Potentially Predictive Back-to-School Campaign
Predictable measureable "micro-event": The first day of school (which is set by school district or state governments).
Consumer behavior: Understand when parents begin shopping for their kids to go back to school.
By August 5, all of Hawaii's 180,000 K-12 public school students will be back at school. But New York City's 1.1 million K-12 students won't be back at school until September 9. That's a big difference in time, geography, and demographics.
As digital marketers, we already understand "seasonality" directly impacts our marketing campaigns – it can drive more volume and higher ROI. But we aren't always going deep enough.
For holiday campaigns, much has been done to break down consumer behavior into smaller, predictable and measureable events – Black Friday or Cyber Monday for example.
Why can't we do this for other seasons like back to school or the summer travel season?
What I'm about share with you is an example of how to use data to build a well-timed campaign, specifically for back to school – but the implications extend well beyond this campaign type, retail, or search marketing.
Pieces of a Well-timed, Potentially Predictive Back-to-School Campaign
Predictable measureable "micro-event": The first day of school (which is set by school district or state governments).
Consumer behavior: Understand when parents begin shopping for their kids to go back to school.
By August 5, all of Hawaii's 180,000 K-12 public school students will be back at school. But New York City's 1.1 million K-12 students won't be back at school until September 9. That's a big difference in time, geography, and demographics.
