It’s time to start planning back-to-school marketing campaigns, and as brands and agencies alike begin strategizing, there’s a big question on everyone’s minds: How can I more effectively target and reach back-to-school shoppers?
Enrich your understanding of an audience to send the right message at the right time with the most predictive models from Resonate. Our back-to-school data is fine-tuned to dynamically generate scaled consumer data, aligns data to consumers and their related devices for seamless omnichannel activation, and has the most comprehensive view of US consumers for more effective marketing decisions. Crucially, Resonate data shows intent, not just what consumers did last week.
And what does Resonate reveal about the intent of back-to-school shoppers? Tight budgets and big savings are in: Back-to-school shoppers are dialing back on spending this year, with 14% of shoppers indicating they’re intending to spend less money. Instead, they intend to look for discounts to find the best deals.
This is in keeping with what the recent Resonate Consumer Trends Report published in June showed about American consumers as a whole: While they’re not as worried about their finances as they were six months ago, people aren’t spending more. Instead, their spending has remained at the same level or dropped, indicating they’ve adjusted to rising prices.
Understanding where to find these consumers and who’s engaging with your ads on social media and other platforms is crucial to optimizing your strategy once you have your back-to-school campaign up and running. When we looked at back-to-school shoppers, we found they are most heavily engaged on social media, specifically video websites like TikTok. Their rate of using Pinterest, TikTok, and Snapchat is 33% higher than the average consumer. Their top streaming networks are Disney+, ESPN+, and Peacock—and their rate of watching these networks is 49% higher than the actual consumer, indicating they’re extremely engaged here.
Resonate delivers high-performance data that’s ready to use and tailored to marketers’ needs. The AI-powered solutions available to analyze that data, optimize marketing campaigns, increase ROI, activate campaigns, and more start with the Resonate Ignite Platform. Through the platform, you can either upload your own data or custom data Resonate provides for you and gain new insights on audiences like back-to-school shoppers that will close data gaps and give you a wealth of information on consumers’ behaviors, intents, and preferences.
For instance, with the insights about back-to-school shoppers from the Resonate Ignite Platform (powered by Resonate’s AI data engine, rAI), you could, from there, create well-defined, multi-attribute segments and deliver individual IDs across all channels with Resonate Activate. Or, if you’re at the stage where you’ve already launched a back-to-school marketing campaign and want to optimize it, Resonate Media Engagement Insights empowers you to validate and discover new audiences by understanding who’s engaging with your digital media. With the insights you learn about the people who are actually clicking your ads, you can optimize and refine your marketing strategy to reduce ad spend waste and reach your intended audience.
Learn more about back-to-school shoppers—and how Resonate AI-powered solutions will optimize your marketing strategy end to end—with our helpful, easy-to-use Back to School Guide. Then, schedule a meeting with a data expert today to see how Resonate will make a difference for your business.
