In this article we’re discussing the impact of seasonality
in your online marketing strategy. Not all industries enjoy an endless stream
of online traffic, so making provision for the spikes and troughs lows applies
to online traffic, as well as offline sales.
Whilst an organisation is hard pressed to forecast them
absolutely, predicting seasonal variations as distinct from a normal trend is
part of strategic planning. A seasonal variation may be anticipated because of
social custom (e.g. Christmas) but closing the accuracy gap between the
expected variation and actual becomes the challenge.
How can we leverage the positive and minimise the negative
aspects of online seasonality?