The holiday seasons and other peak times of the year when people are out of the office present unique opportunities for businesses to engage with their target audience. However, some might consider reducing their digital advertising spend during these periods. Explore the negatives of decreasing your budget during these peak seasons and understand why it’s essential to maintain or increase your digital advertising during these times.
Increased Social Media Traffic
During the holiday season or when people are OOO, social media usage reaches its peak. People spend more time on platforms like Facebook, Instagram, Twitter, and LinkedIn, connecting with friends and family, sharing holiday experiences, or seeking gift recommendations. According to research by Sprout Social, the average social media usage increases by 23% during the holiday season.
Limited Ad Inventory
Decreasing your digital ad spend during peak season may result in missed opportunities. Many businesses increase their budget during these times, leading to higher demand for ad inventory. Consequently, the cost-per-click (CPC) tends to rise. You can secure your ad placements and maintain a competitive edge by maintaining or increasing your budget.
Staying Top of Mind
These peak times of the year can be highly competitive for businesses, with everyone vying for prospects’ attention. By reducing your spend, you risk losing visibility and being overshadowed by your competitors who maintain their advertising efforts. Consistent advertising ensures your brand stays top of mind for potential customers, increasing the likelihood of exposure during holiday peak seasons.
Maintaining Brand Consistency
Consistency in advertising is vital for brand recognition. Individuals on vacation or out of the office often have more leisurely moments to engage with content across multiple platforms. By reducing your ad spend during these periods, you risk interrupting the flow of your brand messaging, leading to decreased exposure to critical audiences. Maintaining consistent advertising ensures your brand remains visible throughout the sales cycle.
Building Long-Term Relationships
According to Expedia, the average vacationer spends nine hours of a one-week-long trip browsing social media. Digital advertising plays a critical role in building long-term relationships with customers. By maintaining or increasing your ad spend during vacation periods, you can nurture relationships with potential customers who may have more time and willingness to engage with your brand. Consistent advertising fosters trust, loyalty, and customer retention.
Reducing digital ad spend during holidays or peak vacation periods can significantly hinder businesses. By maintaining or increasing your ad budget, you can leverage the increased social media traffic, secure valuable ad inventory, stay top of mind, maintain your messaging, and build long-term relationships.
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