A summer temperatures soar and many people flock to the beach or other holiday destinations, some businesses shut up shop and see a downturn in sales.
But others take advantage of this exodus form the market place and benefit from cheaper advertising and see higher returns from various forms of paid advertising.
There are two tactics to take in a period of less activity (either a recession or the summer holidays).
1. Give up, go on holiday and reduce advertising
2. Take advantage of the lower competition and gain market positioning, improved account histories and get a head start on the competition.
Many of the accounts we manage have seen very good results from paid advertising in the last month as many countries approach the holiday season (both Ramadan and the summer holiday).
This is the perfect time to establish a market presence in all forms of online media. Examples we have seen this month include a 31% increase in likes on facebook or a 45% increase in targeted web visitors.
In the competitive eCommerce areas there are opportunities to decrease the cost of conversion and make more of your products viable via online advertising. For example a 40% reduction in cost / conversion in a competitive eCommerce market can increase many times the numbers of products that can be advertised.
So whilst many marketing managers are heading for the beach, the clever businesses will be investing in online marketing to gain leads or sales over the summer and to have a head start in the autumn.
ExtraDigital recommend all businesses consider online advertising over the summer holidays, and PPC advertising via AdWords, LinkedIn and Facebook should be very profitable.