Addressing the summer communication conundrum: why brands shouldn’t go silent in summer
Summer often gets a reputation as a slow season for communication agencies, with both companies and clients typically heading off on holiday. However, people continue to search for information about brands, products and the market, even during their downtime. The Global Digital Report for 2024, highlights that Portugal leads Europe in online activity, with people spending an average of 7 hours and 30 minutes per day on the internet. Notably, 82.3% of this time is dedicated to seeking information rather than just passing time. The rise in smartphone use and the omnipresence of mobile internet means many utilize their free time to plan their return to work routines.
The demand for products like cars, houses, insurance, cosmetics, and electronics doesn’t take a vacation. Online shopping during free moments remains steady, necessitating a tailored approach for each scenario. Real-time KPI analysis becomes crucial in this context, allowing brands to adjust or halt underperforming campaigns, set up automatic optimization rules, and better understand consumer behavior towards their brand.
Despite typical distractions, consumers actively search for relevant products and brands during this period, presenting a valuable opportunity that brands should not ignore. Summer, often referred to as “the silly season”, offers lower advertising costs due to reduced competition. This allows brands to reach a significant audience with a smaller investment, presenting a strategic advantage that can yield excellent returns on investment (ROI).
Moreover, summer invites creativity. Brands that leverage thematic campaigns can capture the attention of a relaxed yet receptive audience. The season is ripe for creative strategies that resonate deeply with consumers.
Sustainability is another critical factor. There’s a growing trend among consumers to support e-commerce initiatives aligned with environmental values. Optimizing campaign formats for efficiency and adopting methods to monitor and reduce carbon emissions are becoming essential. AdTech tools play a significant role in promoting sustainability within the digital ecosystem. Brands aligning their summer-themed campaigns with sustainability can gain a competitive edge.
Interrupting communication efforts during this period can make it challenging to optimize results later. Even in cases where B2B companies shut down in August, maintaining a continuous presence in the consumer’s decision-making process is essential for boosting long-term profitability, even if immediate conversions aren’t apparent. Many clients find they achieve better results during summer in metrics such as lead generation, sales, and reach, compared to other times of the year.
So, should brands continue to communicate during the summer? Absolutely. The investment can be highly effective, as consumers remain “connected,” whether on holiday or at work. Active communication, adaptive messaging, and taking advantage of thematic opportunities are strategies that ensure campaign relevance and effectiveness. Incorporating environmentally friendly practices not only addresses a significant consumer concern but also enhances the brand’s image. Continuous analysis and the flexibility to adjust strategies are powerful tools for maximizing results and keeping the brand top of mind, even during more relaxed periods.
