Strategi Ads 4 Musim Mengikut Spending Habit di Malaysia

Content

Tempoh masa setahun dapat dibahagikan kepada 4 musim atau lebih mudah kita sebut sebagai first quarter, second quarter, third quarter dan fourth quarter. Sistem ini telah digunapakai secara menyeluruh dalam melihat prestasi syarikat contohnya di Bursa Malaysia yang akan membandingkan keuntungan syarikat dari quarter ke quarter. Jadi, apakah tempoh masa bagi setiap quarter ini?

1st Quarter (1Q): Januari – Mac

2nd Quarter (2Q): April – Jun

3rd Quarter (3Q): Julai – September

4th Quarter (4Q): Oktober – Disember

“Kenapa leceh sangat ni sampai perlu tahu 4 Quarter ni?”

“Saya jual produk keperluan dapur. Produk saya relevan sepanjang tahun.”

Zaidi, Bukan Nama Sebenar

“Saya penjual tudung, tudung saya tidak relevan kepada mengikut musim”

Farah, bukan nama sebenar

Ya benar, tidak semua produk atau servis terkait dengan masa atau musim tetapi semua pelanggan anda sudah pasti mempunyai spending habit yang berbeza mengikut musim.

1st Quarter (1Q): Januari – Mac

Permulaan tahun baru memberi kesan kepada azam yang baharu, new year new me. Kebiasannya pada waktu tahun baru, banyak perubahan yang akan dilakukan kepada diri sendiri dan keluarga.

Ianya lebih intimate dan kebanyakkan perbelanjaan tertumpu kepada personalized item seperti baju, kasut, tudung, beg tangan. Bagi ibu bapa pula sudah pasti perbelanjaan tertumpu kepada barang persekolahan anak-anak, yuran, pendaftaran dan sebagainya.

Tidak dilupakan juga ini adalah masa di mana kebanyakkan pekerja membuat career switch atau mencari peluang pekerjaan baharu bagi mengupgrade diri mereka.

Bagi musim tertumpu sebegini, tanya pada bisnes anda, apakah strategi kempen yang sesuai ataupun apakah jenis diskaun yang boleh diberikan pada musim ini.

2nd Quarter (2Q): April – Jun

2Q kebiasannya memperlihatkan banyak aktiviti yang santai selepas 1Q yang agak intense. Pada musim ini kebanyakkan kita mula perancangan untuk bercuti, pulang ke kampung. Dan pada waktu begini juga sudah bermula cuti persekolahan pertengahan tahun, bulan ramadan, raya aidilfitiri & aidiladha.

Di sini dapat kita perhatikan bahawa consumer market sudah mula gear up dan spending semakin bertambah.

Malaysia Consumer Spending Jan 2019-Dec 2019, source: tradingeconomics.com

Graf di atas di ambil pada garis masa sebelum Covid-19 kerana kita ingin melihat data sebenar tanpa pengaruh daripada faktor semasa seperti PKP, PKPD, PKPP, Covid19, Influenza dan sebagainya.

3rd Quarter (3Q): Julai – September

Musim yang terbaik untuk membuat kempen pecutan akhir tahun. Menurut Facebook, Q3 menandakan bermulanya musim utk melalakukan kempen awareness dan mengumpulkan seberapa banyak database (leads). Kempen awareness ini lebih tertumpu kepada pengenalan brand, produk dan servis agar potential customer anda lebih mengenali bisnes anda.

Jika anda ada brand yang baharu, atau mempunyai produk untuk dilancarkan, ini adalah masa yang sesuai. Kebanyakkan kita lebih terbuka pada musim ini untuk menerima idea-idea baharu dan juga bersedia untuk switch brand sekiranya ada. Merujuk kepada graf di atas juga, Q3 spending adalah yang tertinggi berbanding Q1, Q2 dan Q4

4th Quarter: Okotober – Disember

Attack, attack dan attack! Leads dan traffic yang telah diperam dari Q1-Q3 WAJIB digunakan sepenuhnya pada musim ini. Bulan 10-12 adalah bulan di mana kebanyakkan sales berlangsung seperti Black Friday, 11.11, 12.12, Deepavali, Krismas dan banyak lagi event akhir tahun.

Kebanyakkan syarikat juga menggunakan peluang ini untuk menghabiskan bajet tahunan dengan membuat dinner syarikat, aktiviti team building dan upgrade skil perkerja. Anda boleh skip kempen awareness dan terus ke retargetting seterusnya conversion. Berikan tawaran terbaik anda seperti diskaun, cabutan bertuah, purchase with purchase (PWP) dan sebagainya bagi menarik pembelian secara besar-besaran.

Subkumpulan perbelanjaan tertinggi isi rumah pada 2019, Sumber LAPORAN SURVEI PERBELANJAAN ISI RUMAH 2019, DOSM

Kesimpulan

Kempen marketing yang kita jalankan tidak boleh semata-mata tertumpu kepada conversion sahaja walaupun ianya merupakan antara faktor yang menenetukan survivability syarikat kita. Anda harus membuat perancangan yang sebaiknya mengikut masa yang sesuai agar setiap sen yang ada beri kepada platform ads ini memberi pulangan yang setimpal.

Kaji demand lebih awal daripada masanya dengan membuat estimation bagi musim-musim yang mendatang. Contohnya, bagi musim raya aidilfitiri, persediaan dari segi content, strategy dan offer harus bermula 6 bulan sebelumnya bagi memastikan semua metrics marketing dapat dipenuhi.

Selamat Mencuba!

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top: 4px; left: -1.5rem; display: block; width: 16px; height: 16px; pointer-events: none; content: ""; background-color: #ffffff; border: #adb5bd solid 1px; border-radius: 50%; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsOptionsCheckbox .label-description::after { position: absolute; top: 0px!important; left: -1.5rem; display: block; width: 1rem; height: 1rem; content: ""; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::after { position: absolute; top: 0px!important; left: -1.5rem; display: block; width: 1rem; height: 1rem; content: ""; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .custom-radio .custom-control-label::after { background: no-repeat 50%/50% 50%; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .custom-checkbox .custom-control-label::after, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedPermissions .ml-form-embedPermissionsOptionsCheckbox .label-description::after, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-interestGroupsRow .ml-form-interestGroupsRowCheckbox .label-description::after, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description::after { background: no-repeat 50%/50% 50%; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-control, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-control { position: relative; display: block; min-height: 1.5rem; padding-left: 1.5rem; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-input, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-radio .custom-control-input, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-checkbox .custom-control-input, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-checkbox .custom-control-input { position: absolute; z-index: -1; opacity: 0; box-sizing: border-box; padding: 0; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-radio .custom-control-label, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-radio .custom-control-label, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-checkbox .custom-control-label, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-checkbox .custom-control-label { color: #000000; font-size: 12px!important; font-family: 'Open Sans', Arial, Helvetica, sans-serif; line-height: 22px; margin-bottom: 0; position: relative; vertical-align: top; font-style: normal; font-weight: 700; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-fieldRow .custom-select, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow .custom-select { background-color: #ffffff !important; color: #333333 !important; border-color: #cccccc; border-radius: 4px !important; border-style: solid !important; border-width: 1px !important; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 14px !important; line-height: 20px !important; margin-bottom: 0; margin-top: 0; padding: 10px 28px 10px 12px !important; width: 100% !important; box-sizing: border-box !important; max-width: 100% !important; height: auto; display: inline-block; vertical-align: middle; background: url('https://cdn.mailerlite.com/images/default/dropdown.svg') no-repeat right .75rem center/8px 10px; -webkit-appearance: none; -moz-appearance: none; appearance: none; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow { height: auto; width: 100%; float: left; } .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-input-horizontal { width: 70%; float: left; } .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-button-horizontal { width: 30%; float: left; } .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-button-horizontal.labelsOn { padding-top: 25px; } .ml-form-formContent.horozintalForm .ml-form-horizontalRow .horizontal-fields { box-sizing: border-box; float: left; padding-right: 10px; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow input { background-color: #ffffff; color: #333333; border-color: #cccccc; border-radius: 4px; border-style: solid; border-width: 1px; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 14px; line-height: 20px; margin-bottom: 0; margin-top: 0; padding: 10px 10px; width: 100%; box-sizing: border-box; overflow-y: initial; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow button { background-color: #000000 !important; border-color: #000000; border-style: solid; border-width: 1px; border-radius: 4px; box-shadow: none; color: #ffffff !important; cursor: pointer; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 14px !important; font-weight: 700; line-height: 20px; margin: 0 !important; padding: 10px !important; width: 100%; height: auto; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-horizontalRow button:hover { background-color: #333333 !important; border-color: #333333 !important; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow input[type="checkbox"] { box-sizing: border-box; padding: 0; position: absolute; z-index: -1; opacity: 0; margin-top: 5px; margin-left: -1.5rem; overflow: visible; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow .label-description { color: #000000; display: block; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 12px; text-align: left; margin-bottom: 0; position: relative; vertical-align: top; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow label { font-weight: normal; margin: 0; padding: 0; position: relative; display: block; min-height: 24px; padding-left: 24px; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow label a { color: #000000; text-decoration: underline; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow label p { color: #000000 !important; font-family: 'Open Sans', Arial, Helvetica, sans-serif !important; font-size: 12px !important; font-weight: normal !important; line-height: 18px !important; padding: 0 !important; margin: 0 5px 0 0 !important; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow label p:last-child { margin: 0; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedSubmit { margin: 0 0 20px 0; float: left; width: 100%; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedSubmit button { background-color: #000000 !important; border: none !important; border-radius: 4px !important; box-shadow: none !important; color: #ffffff !important; cursor: pointer; font-family: 'Open Sans', Arial, Helvetica, sans-serif !important; font-size: 14px !important; font-weight: 700 !important; line-height: 21px !important; height: auto; padding: 10px !important; width: 100% !important; box-sizing: border-box !important; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedSubmit button.loading { display: none; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-embedSubmit button:hover { background-color: #333333 !important; } .ml-subscribe-close { width: 30px; height: 30px; background: url('https://cdn.mailerlite.com/images/default/modal_close.png') no-repeat; background-size: 30px; cursor: pointer; margin-top: -10px; margin-right: -10px; position: absolute; top: 0; right: 0; } .ml-error input, .ml-error textarea, .ml-error select { border-color: red!important; } .ml-error .custom-checkbox-radio-list { border: 1px solid red !important; border-radius: 4px; padding: 10px; } .ml-error .label-description, .ml-error .label-description p, .ml-error .label-description p a, .ml-error label:first-child { color: #ff0000 !important; } #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow.ml-error .label-description p, #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-checkboxRow.ml-error .label-description p:first-letter { color: #ff0000 !important; } @media only screen and (max-width: 400px){ .ml-form-embedWrapper.embedDefault, .ml-form-embedWrapper.embedPopup { width: 100%!important; } .ml-form-formContent.horozintalForm { float: left!important; } .ml-form-formContent.horozintalForm .ml-form-horizontalRow { height: auto!important; width: 100%!important; float: left!important; } .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-input-horizontal { width: 100%!important; } .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-input-horizontal > div { padding-right: 0px!important; padding-bottom: 10px; } .ml-form-formContent.horozintalForm .ml-button-horizontal { width: 100%!important; } .ml-form-formContent.horozintalForm .ml-button-horizontal.labelsOn { padding-top: 0px!important; } } .ml-mobileButton-horizontal { display: none; } #mlb2-2742106 .ml-mobileButton-horizontal button { background-color: #000000 !important; border-color: #000000 !important; border-style: solid !important; border-width: 1px !important; border-radius: 4px !important; box-shadow: none !important; color: #ffffff !important; cursor: pointer; font-family: 'Open Sans', Arial, Helvetica, sans-serif !important; font-size: 14px !important; font-weight: 700 !important; line-height: 20px !important; padding: 10px !important; width: 100% !important; } @media only screen and (max-width: 400px) { #mlb2-2742106.ml-form-embedContainer .ml-form-embedWrapper .ml-form-embedBody .ml-form-formContent.horozintalForm { padding: 0 0 10px 0 !important; } .ml-hide-horizontal { display: none !important; } .ml-form-formContent.horozintalForm .ml-button-horizontal { display: none!important; } .ml-mobileButton-horizontal { display: inline-block !important; margin-bottom: 20px;width:100%; } .ml-form-formContent.horozintalForm .ml-form-horizontalRow .ml-input-horizontal > div { padding-bottom: 0px !important; } } @media only screen and (max-width: 400px) { .ml-form-formContent.horozintalForm .ml-form-horizontalRow .horizontal-fields { margin-bottom: 10px !important; width: 100% !important; } }

function ml_webform_success_2742106() { var $ = ml_jQuery || jQuery; $('.ml-subscribe-form-2742106 .row-success').show(); $('.ml-subscribe-form-2742106 .row-form').hide(); }

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Haziq Asyraf
Haziq Asyraf
Studied Engineering and Marketing, built websites for Corporates, SMEs, Institutions, NGOs and Entrepreneurs, assist in business growth through digital initiative

ADM Siri 4 - 24 June

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RM49.00

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