2024 back-to-school marketing trends

With the back-to-school season approaching, marketers are preparing to engage both eager students and parents. Our Q&A video with Experian experts shares our predictions and tips for the 2024 back-to-school season so you can craft effective back-to-school marketing campaigns.

From early campaign launches to the rise of online shopping and budget-conscious consumer behaviors, let’s explore what lies ahead and how brands and agencies can prepare.

What separates Experian’s syndicated audiences

• Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs).
• Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes such as Presence of Children.
• Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk.

Watch the highlights from our video below.

Campaigns will start earlier

We expect back-to-school marketing efforts to kick off earlier than usual. Brands will launch campaigns with special promotions to secure mind and market share ahead of competitors. Additionally, the traditional back-to-school season is extending, urging marketers to prolong their campaigns to capture the attention of consumers who are taking more time to make purchasing decisions.

Online shopping will continue to rise

The surge in online shopping during the pandemic has become a lasting trend – and is especially appreciated by busy parents seeking convenience. Brands should focus on enhancing online and mobile shopping experiences, including options for in-store pickup and delivery. Marketers should prioritize their online presence and optimize e-commerce platforms, including experimenting with shoppable ads on connected TV (CTV), to meet the needs of families shopping for back-to-school supplies.

Budget consciousness is top of mind

With inflation on the rise and tighter budgets at home, households are becoming more selective in their back-to-school spending. Marketers should align their efforts with value-driven products and prioritize advertising that resonates with these financial priorities.

First, we’ll highlight three recommended strategies for brands.

Maintain an evergreen presence

Launch your back-to-school campaigns early and maintain a steady presence throughout the season. Experian’s TrueTouch^TM audience insights can guide your channel selection for maximum impact, helping you decide on key channels such as email, digital video, or specific social media platforms.

Build loyalty programs that deepen customer relationships

Use your customer data to create loyalty programs that foster stronger connections with your audience. By using insights from Experian, you can gain a holistic understanding of customer profiles and identify potential back-to-school prospects within your existing customer base. On average, Experian has 250 behavioral anddemographic marketing attributes per individual, which means we can decorate households and people with marketing data to get a full customer profile and fill in any gaps you have on your audience.

Prioritize value and convenience

Offer flexible shopping options like in-store, online, and buy online, pick up in-store (BOPIS) to cater to busy families. Partner with services like Shipt or Instacart to streamline shopping experiences.

Agencies

Now, we’ll share two ways agencies can effectively prepare for the back-to-school season.

Engage early and extend your campaigns

Initiate conversations with brands earlier to ensure timely planning and execution. Extend campaign durations to capture late-decision makers.

Adapt your channel strategies

Shift focus to digital channels like CTV and social media, aligning with evolving consumer habits and preferences. Experian works with major platforms, marketers, and agencies, which means we have existing partnerships across the ecosystem for you to connect with and bring your consumer data to life to meet your needs.