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Intelligent Interactions. Every Time.
The modern consumer is dynamic, empowered, and hyper-connected. They rely on a variety of devices and channels to stay connected. As a result, they expect seamless customer experiences from their favourite brands that are both meaningful and relevant. If they don’t receive the service and experience they expect, they will move on somewhere else, and probably tell their friends to do so as well. This means marketers need to maximise every communication and minimise distractions, whilst creating meaningful experiences. This is what it means to deliver intelligent interactions. Every time.
Seasonality of Demand Key to organisations responding quicker to their customers’ needs is understanding the seasonality of demand and how this changes over time. When do consumers want to buy your products and services?
Find out how to target your customers at the right time with the right message with this 2014 marketing calendar.
Key marketing trends for 2014
This calendar has been designed for marketing professionals throughout the UK. Although some businesses will more naturally align with certain events, the idea is that with the right marketing campaign and message, any brand could benefit from these seasonal events.
For example, Mother’s Day is clearly a huge opportunity for retailers of cards, flowers, chocolates and gifts but there is no reason why a travel company couldn’t use Mother’s Day as an excuse to send a relevant, timely email campaign promoting short weekend breaks for customers wanting to spoil their mum!
It’s important to note that this calendar is intended to compliment your existing marketing plans not replace them. Every brand is different and will have seasonal peaks and troughs of demand as well as strategic emphasis. We hope that the data-driven insight in this calendar will inspire you to try a new seasonal campaign and reach out to your customers with exciting marketing messages.
Using this calendar
Blue days
represent a day to send email campaigns
Red days
represent increases in search demand and should be targeted with compelling content and PPC campaigns
Purple days
are perfect for cross-channel campaigns both online and offline
Green days
highlight a particular event which may help with creating themes for content
Intelligent Interactions. Every Time.
January1 New Year’s Day
7 Finance campaign for insurance and savings
23 Post Christmas peak demand for balance transfer credit cards
8
22
2 Winter travel campaign ahead of peak demand
9
21
3 4
12 Online research for holidays
24
6 Increased demand for insurance
11
20 Finance campaign for credit cards
27 Blue Monday: send clients an offer to cheer them up
5
10
19
26
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
25
28 3029 31
18
Email Search
EventCross Channel
13 14 15 16 1713
Peak travel booking week online
Winter travel – Target consumers who take multiple holidays a year for winter breaks
Search term variations around mortgage calculators accounted for over a quarter of all UK mortgage searches in 2013
Did you know?
February
Find consumers in relationships that are time poor for Valentine’s Day
Poems are one of the most searched for subject areas around Valentine’s Day and are a great way to add relevant content to your campaigns which will resonate with consumers
Did you know?
10
17
4
11
18
3 Valentine’s Day campaign
5
19
6
13
20
12 Last minute Valentine’s reminder. Promote next day delivery
21
1
8
15
22
2
14 Valentine’s Day
16
23
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Email Search EventCross Channel
7 9 Online research for Valentine’s Day
2524 2726 28
March
Understand which demographic groups are most likely to invest in ISAs over other savings products
Including “Mother’s Day” in the subject line of an email ahead of the event in 2012 saw a 61 per cent boost to transaction rates compared to regular emails
Did you know?
1 St David’s Day.14-reg number plates issued by DVLA
10
4 Finance savings campaign
11
18
3 Increased demand for ISAs
5
17 St Patrick’s Day
6
13
27 Mother’s Day final reminder campaign
2625 Peak of demand for flowers
7
19 Mother’s Day campaign
21
8
15
22
2
9
16
23
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Email Search EventCross Channel
29 Clocks go forward
30 Mother’s Day
31 End of Financial Year
12 14
28 Last working day of the financial year. ISA promotions
24
20
April1 New tax year savings and mortgages campaign
15 16 Promote Bank Holiday store opening times
7 Easter campaigns
23 St George’s Day
29 30
8
14
22
2
9
18 Good Friday Bank Holiday
3
17
24
4
11 12
20 Easter Sunday
25
5 6
10
21 Easter Monday Bank Holiday
26
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
27
28
19
13 Online research for Easter eggs and gifts
Email Search EventCross Channel
Find chocoholics online who will be the perfect target for luxury easter eggs
There are 11 per cent more searches for finance savings products in April than in any other month of the year
Did you know?
May
New Homemakers will be looking to make improvements – target them effectively and reap the rewards
The average order value from travel emails in May is £1,400 – the third highest average spending month of the year behind June and July
Did you know?
1
12
19 20
2 Promote Bank Holiday store opening times
13
23 Promote Bank Holiday store opening times
43
7
14
21
26 Bank Holiday
15
22
5 Bank Holiday
98
16
10 11
17
24
18
25
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
27 28
6 Travel campaign to attract holiday early bookers
29 30 31
Email Search
EventCross Channel
June
30
12 FIFA World Cup Brazil starts
2 Father’s Day campaign
9 Sporting Summer campaign
3
17
1 Online research for music festivals
4 5 6
20
7
14
21
8
22
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
11 13
1918
10 Father’s Day reminder campaign
16 Travel campaigns with cross-sell to boost average order value
15 Father’s Day
23 Wimbledon begins
24
Email Search EventCross Channel
Travel email campaigns have a higher order value in June than in any other month of the year, even though peak summer demand is in July
2 minutes of every hour spent online in the UK will be on a sports website in June
Did you know?
26 27 25 28 29Glastonbury
Do you know which of your customers will be buying wellies for Glastonbury and which will be buying car hire for Florida?
The UK will make 20 million visits a day to travel websites during the peak booking week in July
Did you know?
1 Special offer promotions ahead of Independence Day
7
21
28
2 3
22
29
9
23
30 31
4 US Independence Day
10
24
5
12 Browsing for last minute holidays
25
6 Wimbledon final
13 FIFA World Cup Brazil ends
19
26
11
20
27
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
8 Travel campaign last minute holidays
Email Search
EventCross Channel
July
14 15 16 17 18
Peak travel booking week online
August
4
18
5 Early Back to School campaign
12
19
6
13
20 Leeds Festival
7
14 A level results day
21 GCSE results day
28
1
8
15
22Promote Bank Holiday store opening times
29
2
9
16
23
30
3
10
17 Increased demand for student current accounts
24
31
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Email Search EventCross Channel
25 Bank Holiday
26 27
11Targeted student campaign
Reach out to ‘Young Essential’ consumers who are looking for a new current account
Searches for student current accounts increased by 125 per cent in August 2013 compared to July 2013
Did you know?
September
Back to school – find busy parents with limited time to shop for back to school products
Online visits to the Automotive industry increase by 5 per cent in months when new registration number plates are released compared to the average month
Did you know?
1 64-reg number plates issued by DVLA
8 Kids go Back to School
22 University enrolment
15
23
29
9
16
30
32 Last minute Back to school campaign
17
24
11
4 Bestival Music Festival
5
12 13
19
6
20
2725
7
14
21
2826
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Email Search EventCross Channel
10 Student promotions campaigns
18 Special student promotions offer
October1 Increased demand for Halloween
13
8 Halloween campaign
14
20 Increased demand for Utilities pricing and switching
26 Clocks go back
15
22 23
976
16
32 4
17
24
11 12
21 Seasonal nights are getting colder campaign
27 Last days before Halloween campaign
5
10
19
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
25
28 3029
18
Email Search
EventCross Channel
31 Halloween
Halloween – Target the trick or treaters with kids costumes that will make them the envy of the street
In the last week of October, 1 in every 10,000 searches online concerns the clocks going back and is an underused date for building seasonal campaigns
Did you know?
November
Early Xmas – Find the organised individuals that will have Christmas all sewn up by December
UK demand for Black Friday discounts were up 350 per cent year-on-year in 2013 showing this is no longer just an American retail day
Did you know?
14
17
43
11
18 19
6
1312
20
10 Early Christmas and Cyber Monday campaigns
21
1
8
15
22
29
2
5 Bonfire Night
9 Remembrance Sunday
30 St Andrew’s Day
16
23
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
7
2524 27 Thanksgiving Day
26 Ready for Cyber Monday campaign
28 Black Friday campaign
Email Search
EventCross Channel
December1 Cyber Monday biggest pre- Christmas retail day online
8
15
22
29
2
9
16
23 Promote click and collect services for last minute shopping
30
3
10 Christmas retail campaign
17
31
4 Increased demand for vouchers
11
18
25 Christmas Day
24 Christmas Eve
5
12
19
26 Biggest retail day of the year online
6
13 Increased demand for winter sales
20
27
7
14
21
28
Email Search EventCross Channel
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Tis the season for spending – identify bargain hunters looking for vouchers, fashion conscious Christmas party goers and sales hungry shoppers
There are 40 per cent more online searches for store opening times in December than any other month of the year
Did you know?
To find out more about Experian Marketing Services call 0845 234 0391 or visit
www.experian.co.uk/marketingservices
Use of this research report is at your own and sole risk. Experian Marketing Services disclaims any and all warranties or representations in respect of the accuracy or usefulness of information, or any observations that may be derived from such information, obtained from Experian Hitwise. © Experian 2013. All rights reserved.
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