How marketers should reassess their strategy after the clock change

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While many of us in the UK will be still moaning about the loss of an hour in bed last weekend British Summer Time actually offers a whole host of marketing opportunities that brands should be embracing this week.

That is the conclusion of eBay Enterprise, who says that brands and retailers need to adjust their marketing strategies to take advantage of the change of consumer mood now the clocks have gone forward.

It has identified four key opportunities it believes brands should be embracing:

1) Summer holiday spenders

This is one of the most important triggers, believes the company, since it says the change of clocks inevitably gets consumers thinking about their summer breaks. However marketers shouldn’t simply make assumptions about the fact that consumers may be chasing the sun and ensure they use observed insights into what people are actually browsing and buying when making recommendations to consumers – after all it’s little use targeting them with beach towel offers if they are off on a walking holiday and hiking boots would be a better option.

2) Impact of the bonus bounce

After scrimping and saving over Christmas and the New Year consumers welcome the season of summer bonuses – and for many – a reassessment of their budgets, both personal and business. eBay Enterprise suggests this offers a great opportunity to reconnect with customers who having browsed a company’s site previously may not have bought. It cites one of its luxury fashion customers who managed to increase click through rates to double the industry average by targeting based on whether a customer had abandoned their basket, browsed items without selecting them or simply visited the brand’s website.

3) Longer evenings mean more mobile customers

Longer evenings mean more of an opportunity to get out and do more – rather than simply being huddled in the warm in front of the television second screening at best. This, suggests eBay Enterprise, means that brands must ensure they are engaging with their customers on the go with targeted messages to their mobile devices. Advanced attribution techniques can help identify changes in habits when it comes to device usage to ensure consumers are being best targeted, it says.

Luke Griffiths, head of marketing solutions EMEA at eBay Enterprise, said the clock change offers big opportunities. “It is vital that marketers get on the front foot now that the clocks have ‘sprung forward,'" he said.

"With the changing of the clocks signaling changes in consumer activity as summer comes into view, it is important that marketers position themselves to take advantage. This means focusing on segmenting and targeting customers based on specific observed behaviours, reaching out to people looking to treat themselves, and taking account of how device use will change during the summer months.”

Read more: How marketers need to adapt to new customer behaviours with the Apple Watch

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