What are the behavioral trends during the summer?

Data is the best friend of every marketer. Summer is here! While people enjoy freedom and fun, companies face new challenges with higher traction. How are you able to track and analyze what is going on? However, all data are not equal. Not knowing the metrics to check can mark the difference between success and failure. Here are some ideas to help you track and understand summer marketing behavior.

This guide will give you a rundown of marketing analytics and explain how you can use analytics to up your game this summer:

What is happening during summer?

Take advantage of the recent months and support your clients; understand these top strategies to understand the influential behaviors:

Behavioral stats

E-retail totaled over $4.9 trillion in 2021.
72% of consumers watch videos on their phones
According to a report by Market Research Future (MRFR), the global live streaming market size may expand to $247,275 million (USD) by 2027. Example: Travis Scott’s partnership concert with Fortnite
Almost 60% of Gen Z use social media for shopping.
85% of consumers preferred the home delivery option
47% report they are willing to pay more money for a faster and better experience while shopping online
84% of people say they are more likely to buy a product after watching a video
57% of shoppers will share information in exchange for personalized offers
50% of consumers expect to exercise BOPIS (buy online and pick up in-store)

The most common purchases during the summer

Swimwear/ Beachwear
Inflatable/ portable items
Travel/ Designer Bags
Gym Accessories
Lotions
Bluetooth speakers
Wireless Chargers
LED/ Neon lights
Designer fits/ dresses
Perfume/ Cologne
Custom Water bottle

Summer's Effective Marketing Strategies

Knowing about these strategies helps to know what is effective for the summer months. It will give you a better understanding of what buyers are reacting to and what these analytical numbers look like.

1. Influencers/ body representation

You can see them everywhere in the e-commerce world. Influencers taking pictures/ videos of clothing and other products. 43% of consumers are willing to buy from influencers they see on Instagram. Have you seen your favorite celebrity rocking a fit and wanted to buy the same thing?

2. Video assets

Video is the most powerful way to communicate online. It is visual, engaging, and creates an impression on your audience. These efforts have doubled with more social movements. With product marketing, video strategies can help cut the sales cycle enough for q-commerce.

3. Easy product listings

Is it harder to bring customers to you or to bring the products to them? Take advantage of popular product listing sites. Amazon Prime Day alone generates $10.4 billion (about $32 per person in the US) in sales. For eCommerce brands and the summer months leading up to it, product purchasing is increasing by 78% on Amazon alone.
You have many products listing sites and marketplace to help distro your product.

4. Contest/ competition

Get involved in local summer events; because half the work is done for you with original summertime events formerly in place by associations in your city or megacity. Based on social surveys, there is an increase of 55.82% in customer engagements when there is a social competition/ contest during the summer.

Social Stats

What to look for

A good marketing analytics setup can tell you so much that it can be hard to know what information to prioritize and where to set up shop.

To help you get started, look at the suggestions on what to track and where to track below:

1. Engagements

All kinds of deals and marketing strategies are active during the summer months. You will need to see what your customers are engaging with and when. A/B test to see which marketing strategies supply the highest popularity of interactions/ engagements.

2. Segment data by date and time

During the summer months, the daily engagements will shift depending on the day and time. Once you understand your customer’s persona, you will see when they are most active and where.

3. Marketing channels

Going off segmenting data and time, we can now see where our customers spend most of their time. Use the social stats above to see the summer engagements; take some time to figure out these analytics to know where to apply the most effective marketing strategies.

4. Deals/ discount codes

You will need to track the usage of your deals and any discount codes you may have released. Multiple software such as Dosh and Vouchery help to manage these transactions. An alternative is to manually use a spreadsheet to track and record the usage of each deal to a customer.

5. Geography

You need to identify where your customers are engaged. Everywhere around the world, geography has a cultural, social, and societal influence that affects customers’ buying decisions. One way to know about these customer characteristics is by knowing where they are. For example, marketing swimwear to Japan rather than the United States will be different.

6. Customer characteristics

Going more in-depth, understanding your customers’ personalities, ways of thinking, and what they like versus what they do not like will supply more details on marketing. Knowing about a customer type will lead to more effective engagements. Not to be creepy, but to be more relevant during the summer lifestyle.

7. Typical website tracking

On your website, you need to evaluate what is a heatmap of customer engagement. Which section of your website is a conversion point, how can you enhance it, and what type of stylings you may need to display your product. I suggest using Hotjar to help visualize website behavior.

8. Cost Per Lead

We need to evaluate the cost of our marketing compared to the conversion point. Figure out your CPL to see if the marketing efforts complement your financials; or if it needs to be strategized for better growth.

Looking for it

Google Analytics 4

Mixpanel

Shopify Analytics

Ontraport

Adobe
Analytics

Summer is a valuable time to focus on customer transactions efforts. You can better understand how your website, marketing campaigns, and content. It comes together to help your audience find, transform, and how to perfect it in the future. Probably. Once companies understand consumer behavior, they can make more customer-centric business decisions to improve the customer experience. 73% of executives report a direct connection between customers and performance. Time to get at it 🙂

Other Resources

Four Marketing Tracking Methods

Amazon #trends

Deloitte Marketers Disrupted

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