How to Engage the 2012 Back-to-School Shopper

Although students aren't yet thinking about back to school, marketers are. Performance marketing budgets are being set for the peak back-to-school months of July, August and September. To give retailers an idea of this year's opportunity, we looked back at 2011 back-to-school paid search data for our aggregate group of retailer clients. We also considered some key differences between the 2011 and 2012 back-to-school shopper to devise some fresh 2012 engagement strategies.