Monday, March 5, 2012

Seasonality Considerations in Planning

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?