Why are seasonality factors important in marketing?
We know that when you're advertising, all campaigns throughout the year are important; however, there are dates and time periods that can boost their performance, so it's important to have a calendar handy when planning your strategies.
While your marketing plan shouldn't rely on holidays to generate positive results, holidays can help boost the performance of your campaigns, whether they're for reach, engagement, or conversions.
Choosing wisely
Although the 12 months of the year have several holidays, it is not mandatory to include all of them in your advertisements. For this reason, it is important to review each of the dates and determine how relevant they are to your brand.
If you are careful and use good judgment in your selection, you will have a solid base of dates and timeframes that you can leverage for your content schedules and campaigns.
Now you might be wondering: what dates should I choose and what advertising objectives can I align them with? And, although there is no rule that determines which timeframes you should consider in your strategy, we share a quick guide on how you can adjust certain dates to your campaign objectives.
Important dates and campaigns
The first thing you should do is know your brand 100%, that is, its tone, the communication you usually use both in your advertising and in your ads, as well as your audience; taking these factors into account, you could make a selection of dates that could fit your campaigns in the following way.
Interaction campaigns:
Dates related to holidays like 'Star Wars Day', 'National Dog Day', or 'International Left-Handers Day'. This way you establish a closer connection with users and generate engagement on your organic posts.
Reach campaigns:
This objective is very important because you can use it to generate excitement for major sales events like Black Friday, anniversary discounts, or holiday sales. On the other hand, if your advertising strategy includes a new collection launch or a special brand event, reach campaigns will be ideal for reaching the largest possible audience.
Conversion campaigns
For this type of advertising, there are certain dates that you absolutely must consider, especially if your brand has an e-commerce presence, for example: 'Hot Sale', 'Spooky Season', the changing seasons, holidays, the December season, 'Valentine's Day', etc.
Remember that every brand is different, and before you venture to jump on any trend, it's important to analyze its relevance and not force your campaigns just to jump on the bandwagon.
By:
Gerson Acosta