Breaking Through the Noise: Overcoming Marketing Challenges during Peak Seasons.

We live in an age of constant connection, both to the people we care about and the brands that want our attention. This continuous tether has forced marketers to pivot from traditional engagement strategies, especially during seasonal shifts when the market becomes particularly noisy. 

Marketing trends evolve every year, and organizations must be prepared to adapt to successfully engage with audiences. This is especially true when it comes to remaining relevant during peak seasons and events that make securing ad space even more competitive. The holiday rush from November to January and wide-scale events like political elections, the Super Bowl, and the Olympics are just a few of the key times when brands will have to fight harder to be heard through the marketing noise. 

A stand-alone social media post about your featured product isn’t a promotional strategy. Laying the groundwork with an intentional strategy for creating – and distributing – stand-out content is essential for reaching consumers during a crowded season. 

We’ve identified some key elements to consider when creating marketing strategies during these high-traffic content times. 

Create Personalized Content: Consumers are turning away from one-size-fits-all marketing campaigns in favor of content that feels personalized to their wants and needs. Forbes reports that tailoring content to your audience’s needs is one of the best ways to increase engagement and improve loyalty. To do so, use research to help you better understand your target demographic to personalize brand efforts in a genuine, authentic way. 

Organic Search Is Essential: Organic search is one of the most useful channels for connecting with your audience. However, the most recent Salesforce State of Marketing report suggests many marketers are neglecting this platform. Incorporating this channel as part of your digital strategy offers an advantage during peak seasons, like during the holidays when consumers are comparing price and quality between products. Organic search will help these potential customers find your products again when they are ready to make a purchase. 

User-Generated Content Is Key: According to a recent Deloitte study, user generated content is increasingly seen as more authentic compared to branded content. Consumers are looking more and more to small, relatable online creators – or micro-influencers – for unbiased reviews before they buy. Marketers who encourage customers to create their own content in the form of blog posts, photos, and short-form videos like TikTok can help their audience feel like part of a larger brand community rather than simply participating in an event or transaction. 

Viral TikTok videos from athletes inside the 2024 Olympic Village in Paris are great examples of how user generated content created a huge engagement spike within a landscape densely crowded with marketing noise. Viewers stepped away from curated ads from brands in favor of engaging with content on social media generated by the athletes themselves.

Consider Taking a Pause: A strong marketing campaign can be a powerful piece of your overall strategy, but it’s also important to know when to hit pause or redirect your content. Peak seasons represent an expensive time of year for marketing campaigns. Taking a break from paid campaigns is a common practice in times of major disruptions — natural disasters, PR crises, and wide scale political events — as well as peak seasonal shifts. Instead, lean into opportunities to engage your existing audience through social platforms that deliver value and are more apt to be shared to others organically. 

When the marketing landscape is in its most competitive seasons, it’s vital to make intentional decisions to connect with your target audience. Identifying the channels to focus on and when to take a campaign pause can be the difference between meeting your goals and getting lost in the noise. 

What’s your take? Email more@creativeinferno to spark discussion.