Category: Online Advertising

Seasons Change and So Do Your Audiences

Seasonal marketing – are you going to have to work harder when the sun comes out?

Sunny days get us all smiling and feeling refreshed about life. The birds are tweeting (in a literal sense!), the sky is blue and your office has an all-round good buzz.

But hold on a second – if everyone is out enjoying the good weather, who is spending time browsing your website or buying your products?

That’s where clever, seasonal online marketing comes in to play. We all see shop windows changing when the sun makes an appearance – they
go from autumnal and cosy to fresh and bright – and why should you online presence be any different?seasons

The truth is, research does show that you have to work a little bit harder in sunny weather to attract attention. Until everyone has access to a mobile phone screen that is non-reflective, browsing hours whilst sunbathing will be decreased.

Studies on markets in France have shown that rainfall has a significant, positive effect on online sales, with some areas seeing a 15% increase in online sales compared to dry days.

Similarly, a decrease in air temperature saw an increase in online purchases and when the highest temperatures were recorded, e-commerce slowed down on average.

So, what can you do about it? Here’s a few ideas:

  • Use social media to get in on the weather conversation. It might be small talk, but people will be willing to engage with a real-time post.
  • Use your location to snap pictures. Show everyone how lovely your shop/office/study looks in the glorious rays of the sun!
  • If you can relate weather to your products or services, go for it.
  • Consider changing your Facebook/Twitter/Google+ cover image to something bright and cheerful to match people’s moods. Try and keep it in line with your company branding though.
  • Capitalise on rainy days. Missed out on sales and visitors during sunny periods? When it’s gloomy, go get ‘em!
  • Plan your social posts around evening times when, even on a good day, people may be settling down for the evening indoors.
  • On a rainy day, give people something to do – hit them with a message that makes them want to take action immediately.

That’s just a few hints for you, so remember to reflect the seasons within your online campaigns.

What will 2015 bring?

As ever, there are several predictions for the social media world in 2015. It’s an ever changing platform, so it’s in ways impossible to accurately predict, but it’s possible to recognise trends that could come to light in the near future.

So, what does 2015 hold? In summary, you can expect the following to happen in the coming 12 months:

The importance of video will increase. Uploading creative video content directly to social media sites will be of increased value.

There may be a shift away from direct social marketing in favour of building a social community and connecting with others.

– Mobile platforms will play a major role in 2015, with an increase in marketing apps and mobile versions of social networks. Instagram, for example, will capitalise on this trend.

Paying for content distribution will be more common place and the reliance on organic reach will decrease.

There is expected to be an emphasis on data analysis. Businesses should be taking more notice of what their collected data means and how it can drive them forward.

Better data analysis will drive the plans for paid reach and a sensible spend will be beneficial to gaining valuable followers and customers.

Making the most of the interactive nature of social media will grow. Simply pushing messages out will decline in favour of interaction and engagement.

As has been the trend in the last couple of years, businesses will move a higher percentage of their marketing budgets to social media and online advertising.

For more opinions from social media experts, click here.

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