Microsoft Advertising has analyzed future trends
to help marketers leverage online activity related to New Year's resolutions, but those developing campaigns can apply the tactics to any industry, from automotive to travel, to prepare December
campaigns.
With the start of a new year, consumers are making resolutions to lose weight, travel more, eat healthy, be kind to others, donate more time. All are related to searches online.
A global study from Opeepl found that six out of 10 consumers said they made at least one New
Year’s resolution in 2022. Of those who did not make a resolution in 2021, 49% still changed their behavior in some way in the beginning of the year. The most popular resolution,
according to the study, is for people to get healthier.
Marketers can help leverage online activity around New Year's resolutions by capturing the seasonal moments. When it comes to
health-related resolutions, Microsoft suggests targeting consumers searching for healthy, nutritious food options in January.
The company’s internal forecasting data suggests
that clicks will
peak during the winter on January 14.
Although marketers should increase budgets after the holidays, ensure the funding doesn’t run out midway through the month.
Marketers should showcase sports and fitness apparel products in early December during holiday shopping sales.
Microsoft internal data estimates that consumers will be most heavily
searching for gear between the weeks of November 26 and December 3, but activity will remain high until January.
Based on 2021 data, Microsoft forecasts that searches for fitness and nutrition
will peak in January, May, July, and October.