Continuous digital marketing requires rhythm
More and more companies are doing digital marketing as an ongoing service. Standardised monthly budgets, regular campaign structures and monthly agency pricing bring efficiency, predictability and scalability. But at the same time, it is easy to forget one of the basic principles of marketing: not all times are equal in terms of sales.
When fixed budgets prevent growth
It is common practice to split your digital marketing budget equally for each month of the year. Same media, same ad formats - and the same budget, whether it's January or May. While this provides clarity and manageability, it rarely serves business objectives in the best possible way. It is likely that sales are lost during good sales periods and that off-season efforts are wasted.
For example, take a sporting goods store that advertises sneakers all year round. In spring and early summer, demand is naturally multiplied. But if the euro spent on marketing is the same as in the low season, a large part of the potential is lost. At worst, money is spent when no one is buying - and out of sight when customers are already wearing their shopping pants.
Continuity is good - but it has to live with the seasons
A good digital marketing plan does not mean that advertising is suspended during off-peak periods. On the contrary. That's when you should focus on brand awareness, search accessibility, remarketing and data collection. At the same time, new advertising formats can be tested and develop the website for the next season.
Instead, it is worth increasing the stakes during and in the off-season. Increasing budgets, boosting visibility and reaching a ready-to-buy audience are critical when demand is at its highest - and conversions at its lowest.
No sale of snowplows in July
The logic of the seasonal thinking is simple: no matter how effective an advertisement is, it will not sell if there is zero need and zero desire to buy. And vice versa - during the season, products sell anyway, but advertising can multiply the results.
The solution is a digital marketing plan that is synchronised with the annual calendar. By taking into account seasons, campaign periods and budget fluctuations, marketing is targeted at the right time with the right emphasis - and there's no wasted spend during off-peak periods.
The annual clock is a good tool for digital marketing rhythm
The annual clock is an excellent tool: it gives you a rhythm that makes your advertising both systematic and agile.
The annual clock is also not static - it can and should be changed based on data and experience. But the digital marketing built on it is always one step ahead: it doesn't just react to the seasons, it takes full advantage of them.
Continuous advertising is effective when it is not flat. When you invest in the right things at the right time, you get more results for the same investment.
