How to do marketing planning in the second half of the year

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We are entering the second half of the year and for many companies it is a time to reevaluate strategies and prepare for the end of the year period. Especially in 2022, which is already a very peculiar year, it is worth observing the scenario that is closer to normal and making strategic marketing plans for the period.

Marketing planning and the recovery scenario in relation to the pandemic
Although we cannot say that we are free from Covid-19, the current scenario can be seen as a post-pandemic one. Events, exhibitions, shows, among others, are already being held in person and at full capacity, indicating that, barring some situation that is out of control (as was the case with the omicron variant), we should not have restrictions again as in 2020/21.

Therefore, marketing planning for the second half of the year should be done considering that many businesses that involve in-person participation have a lot of pent-up demand. In other words, the events, travel, and concert sectors will be booming, as they were in the first half of 2022.

Second-half marketing planning and promotional calendar
At the beginning of the year, we brought you an armenia phone number list article talking about the importance of your company having a promotional calendar , so that you can plan for the main commercial dates throughout the year. This second half of the year brings us the following dates, in order:

Father's Day;
Children's Day;
World cup;
Black Friday;
Christmas;
New Year.
This year, along with Black Friday, we also have the unprecedented situation of a World Cup taking place at the end of the year, due to the climate situation in Qatar. This could even favor the commercial date imported from the US, due to the sale of products related to the football event. For example, TVs tend to have a lot of output during the competition.

Reassess financial planning
It is no surprise that 2022, as well as marking the recovery of several sectors in a post-pandemic scenario, also came with a variety of crises. National economic and political crises, combined with global crises due to the war, which has already lasted more than 150 days , have had an impact on the finances of individuals and companies.

Because of this, it may be necessary to reevaluate the planning done at the beginning of the year. We should look at the budget and see if it is within expectations for the first half of the year or if it is expecting a lot of losses. In the second case, we should try to make the necessary adjustments, including in marketing, as we discussed in the article on how to do it in times of crisis.

Take advantage of trends within digital marketing
Still within the pandemic context, digital marketing has gained even more strength, accelerating a process that was already seen as natural. With this, we enter a scenario where being offline or even with a business that is not very integrated with it means being far behind your competitors.

Among the main current trends that should be included in marketing planning for the second half of the year, we can highlight:

1 – Short videos
Initially, it was seen as something more for a younger generation, but today it is a trend that is gaining ground among all ages. The main examples we have are TikTok and Instagram Reels (which came as Meta's response to another social network).

These videos are usually no longer than one minute (because that's the maximum limit) and seek to convey messages in the most objective way possible. They also tend to have a more humorous theme, but in the case of marketing campaigns, they need to be used with caution, so as not to fall into the category of "lack of awareness" .

Especially if your company offers products or services to a younger audience, this is a trend that cannot be left out of your digital marketing planning.

2 – Voice content
This was another trend that gained a lot of traction during the pandemic, when podcasts became fashionable. We saw a boom in the format, with a wide range of topics being covered. Investing in them, with topics of interest to your target audience, can be a great option for reaching a larger audience.

3 – Presence in the largest number of networks and in a humanized way
Having profiles on the main social networks of your target audience is essential, but that alone is no longer enough. Do you know when you interact with a brand profile and you don't just get that standard automatic response, but rather have an interaction as if you were talking to a colleague? This is the humanization of the brand.

Some have even chosen to create a persona representing the brand, as is the most famous case of Magalu, as well as Casas Bahia, Samsung, etc. This is already a much more established trend, which has become a strong ally in bringing the company closer to its customers and thus increasing sales, through this differentiated treatment.