A Marketer's Guide for Getting Smart on Back to School

Even though summer is just getting into full swing, the back to school shopping season – the second largest spending time period of the year – is already about to kick off. And if 2018 is anything like last year, it won’t disappoint. In 2017, back to school spending reached historic levels of nearly $84 billion, up +10% YOY. In addition to economic factors like increased consumer confidence, employment, and school enrollment driving purchases, the evolving classroom experience has led to more consumers purchasing technology products and boosting spend.

Despite increased dollars being up for grabs, back to school marketing is not without its hurdles. The timing of back to school shopping, as well as types of purchases, are becoming more unpredictable. This means that whether you are an electronics company or among the typical sought after brands (apparel, supplies, food and personal care, branded gear, etc.), opportunity awaits – but only if you have a deep understanding of the latest consumer trends and can capitalize on the latest data-driven technology.

IBM Watson Advertising is here to help you get smart on back to school. Download A Marketer’s Guide for Getting Smart on Back to School for predictions and tips to help you have an A++ campaign.


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