Navigating the Seasons of Your Business: Web-Based Media Marketing in 2023

The market has been giving a lot of people whiplash this year. In web-based media marketing, it’s all about staying ahead of the curve; a big ask when the landscape around you is constantly evolving. 

To thrive in this dynamic environment, you have to have a playbook. You need to know your future projections, understand the cycles of your current business, recognize the importance of your marketing strategy, and keep your response flexible to leverage emerging trends. 

Together, all of these moving parts will result in informed and calculated marketing strategies that suit the “now” and the “later.” 

Know How to Stay Flexible

Markets can shift unexpectedly. Know when to adapt. 

Who could have predicted that jigsaw puzzle companies would see a 300-400% rise in 2020 pandemic? Now there is a market catering to Gen Z jigsaw puzzle hobbyists, and an opportunity to use these puzzles to further your brand.

All this to say, be open to new opportunities. 

You can wave off platforms like TikTok as a passing trend for a young audience, or you could utilize the opportunity to nurture your future audience. They may not have buying power now, but they will. 

Forward-thinking strategies can set you apart from competitors and position your business for success in emerging markets.

Know Your Future Projections

Understanding where your business is headed is like having a map. You can’t predict every twist, turn, and roadblock, but you will know exactly where you are headed. 

Generating this map involves two critical aspects:

1. Your Business’s Seasonality: Every business experiences highs and lows throughout the year. If I’m selling parkas, summers will be slow. 

2. Economic Seasonality: Understand that the broader economic climate ebbs and flows on its own, significantly affecting your business for better or for worse. This includes shifts in consumer spending habits as well.

Given that your end goal is a realistic one, this basic direction will set the stage for proactive planning – and being proactive is always better than being reactive. 

Think of your business journey as a rollercoaster. It’s easy to get caught up in the moment, but remember that every ride has its ups and downs. Stay steady and focused on the bigger picture.

Seriously… Know Your Business Cycles

Borrowing from Vehicle Media owner Paul Brandon, “Don’t pull a George Costanza.”

When you aren’t prepared for change, you become reactive. When you become too reactive, you run the risk of (in no uncertain terms) biting your own ass.

All it takes is a little foresight and a backup plan. Understanding your business cycles and when you tend to experience slower periods is invaluable. Knowing how the market and consumers are evolving is essential. 

Do your due diligence. Use historical data to identify patterns and plan your marketing strategies accordingly. Know how the world is changing and set yourself up for future success. 

Know the Importance of Your Marketing Strategy

Marketing is not a luxury; it’s a business tool. If we say it enough, everyone will start to believe it. 

Marketing has historically been the first head on the chopping block when it comes time to cut costs. Yet, effective marketing can make or break a business. Whether you’re expanding your marketing budget or tightening the purse strings, have a clear purpose and projected outcomes in mind. Don’t make impulsive moves. 

We’ve had clients ask if they could simply turn off all of their paid media and rely on organic traffic. Paid and organic are not mutually exclusive. It’s far better to leverage your budget dynamically, making strategic cuts that won’t leave you digging yourself out of a hole when the market turns around.

Always align your marketing decisions with your business goals.

The 2024 year presents a multitude of possibilities and challenges – some we can see and some we can’t predict. 

By knowing your future projections, understanding your business cycles, recognizing the importance of your marketing strategy, and maintaining flexibility, you can chart a course to not only survive but thrive in this ever-evolving landscape. 

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