Back-to-School Targeted Marketing Strategies in E-Commerce

Back-to-school campaigns in e-commerce aim to increase conversion rates by analyzing user behavior and applying the right strategies. Methods like retargeting and dayparting provide visibility at the right time and on the right channel. Especially with the rise of mobile shopping during this period, being visible in categories like stationery shopping significantly supports sales.

Benefits:

Audience segmentation allows personalized offers for the right users.

Dayparting ensures visibility during the most effective hours.

Increases conversion rates and boosts campaign efficiency.

Know Your Audience

The foundation of a successful marketing strategy lies in deeply understanding your audience. Demographics such as age, gender, and income level, as well as interests and shopping habits, determine the effectiveness of ad campaigns. Research shows that accurate demographic analysis can improve ad performance by up to 60%.

Additionally, knowing what type of content your audience engages with helps you build personalized campaigns. For example, 70% of mobile shopping happens in the evening, which offers an opportunity to optimize campaign timing for seasonal categories like e-commerce and stationery. This way, you can deliver your message to the right audience at the right time.

Reach Your Audience on the Right Channels

Choosing the platforms where your audience spends time is critical for campaign success. Social media, search engines, email marketing, and mobile apps are the top areas where users are most active. In Turkey, 85% of internet users are active on social media, which significantly boosts conversion rates.

Ad placement and format also impact performance. For example, younger audiences show higher engagement on Instagram Reels and TikTok videos, while professionals are more likely to click on banner ads. Choosing the right platform and format in e-commerce campaigns enhances both visibility and engagement.

Quick Channel Guide:

Search: Reaches users with high purchase intent.

Social (Reels/TikTok): Boosts engagement and brand awareness among younger audiences.

Email: Strong channel for loyal customer promotions and discount announcements.

Push/SMS: Ideal for instant reminders and quick conversions.

Affiliate: Adds traffic and sales through blogs, review sites, and coupon platforms.

Marketplaces: Helps reach a broader audience searching for a wide product range while increasing visibility amid competition.

Use Targeting Tools Effectively

Targeting is no longer limited to demographics. Personalized campaigns can be created through user behaviors, social media interactions, and browsing patterns. Key data sources include:

First-Party Data: Information collected directly from users on your site — the most reliable source.

Third-Party Data: Interest-based segments and lookalike audiences from external platforms — useful for reaching potential customers unfamiliar with your brand.

With accurate targeting, campaign reach can expand by up to 70%. For example, a stationery brand can analyze web browsing and social media behavior of student audiences to increase conversion rates. Additionally, leveraging data from other platforms where students are active helps expand reach and strengthen brand visibility.

Engage at the Right Time

Timing is a critical element of digital marketing. Users are active at different hours: 70% of e-commerce shopping occurs in the evening, while B2B engagement peaks between 9:00–11:00 in the morning.

Using dayparting, you can show ads during hours when users are most active. For example, school supply campaigns often perform better at midday and evening, while online education platforms benefit from morning activity. Proper timing can reduce cost-per-click by 20% and maximize ad budget efficiency.

Drive Traffic and Boost Sales

Attracting users to your website is not enough; you must also guide them to purchase. A fast-loading, mobile-friendly website keeps 80% of users engaged for longer periods.

Incentives such as discount coupons, free shipping, or seasonal bundles can increase conversion rates by up to 30%. Retargeting campaigns are effective for bringing back users who visited the site but didn’t complete a purchase. For instance, offering a 10% discount to a user who abandoned their cart can triple return rates. Personalized recommendations and pop-up notifications also encourage users to finalize purchases.

Take Action!

To maximize your back-to-school campaigns, analyze your audience, choose the right platforms, and use personalized content to attract users to your site. Review your strategy today to use your ad budget more efficiently and increase sales!

Frequently Asked Questions (FAQ)

Q1: Which data should be prioritized when conducting audience analysis?

Start with demographic data (age, gender, income), then analyze interests and shopping habits. These insights ensure your campaign messages reach the right people.

Q2: How should timing strategy be determined?

Timing should be based on analyzing when users are most active. Reports from Google Analytics or ad platforms reveal the hours with higher engagement. Optimizing ad schedules based on this data can significantly improve conversion rates.