It’s a com­mon per­cep­tion that busi­ness slows down in the sum­mer months, which many take as a cue to slow down their sales and mar­ket­ing efforts. But although there may be less urgency and struc­ture, peo­ple actu­ally don’t work any less in the sum­mer than dur­ing the rest of the year. Sta­tis­tics show that Feb­ru­ary actu­ally has the short­est aver­age work week in the United States, but the range through­out the year is nar­row at 34.3 to 34.5 hours per week. Whether they’re pool­side or desk-bound, cus­tomers are still buying.

Use the “sum­mer slump” to refresh for fall

Accord­ing to our Dig­i­tal Road­block Sur­vey released in March, 64 per­cent of mar­keters expect their role to change in the next year, and 81 per­cent expect change in the next three years. Most mar­keters know they need to rein­vent them­selves in some capac­ity, but they aren’t sure how to go about doing it.

Whether this rein­ven­tion means adopt­ing new tech­nolo­gies, refresh­ing a brand, or hir­ing new tal­ent, the chal­lenge is fit­ting it into your sched­ule. Late sum­mer is an ideal time to breathe new life into your business.

Be lazy … in a good way

If you’re not already using auto­mated per­son­al­iza­tion tools, now is the per­fect time to imple­ment them. Let the tools do the heavy lift­ing when it comes to rec­om­mend­ing cross-sells, tar­get­ing spe­cific audi­ences, and offer­ing rel­e­vant pro­mo­tions. Adobe Tar­get Pre­mium’s built-in algo­rithms make smart deci­sions based on real-time cus­tomer behav­iors, so you can spend more time redefin­ing your prod­uct, ser­vice, and brand—and less time on man­ual processes.

Build on A/B test­ing with mul­ti­vari­ate testing

A/B tests are use­ful when it comes to iden­ti­fy­ing the win­ning land­ing page, email, or offer—but mul­ti­vari­ate tests take it a step fur­ther. With tools like Tar­get, you can eas­ily run mul­ti­vari­ate tests to iden­tify the right com­bi­na­tion of page ele­ments and deliver them to the right audi­ence, at pre­cisely the right time. Run fac­to­r­ial test­ing, fil­ter results by seg­ment, auto­mat­i­cally gen­er­ate tem­plates, and more.

Nur­ture your cur­rent cus­tomer base

Use slower times in your sum­mer sched­ule to show cur­rent cus­tomers some TLC. Tar­get high-value buy­ers or sub­scribers with a spe­cial end-of-season offer. Use the oppor­tu­nity to finally launch that new loy­alty pro­gram. Or, if your pro­gram is already up and run­ning, plan a cam­paign that tar­gets mem­bers with a spe­cial incentive.

Put your mind on mobile

Accord­ing to results of the Adobe 2014 Mobile Con­sumer Sur­vey, all mobile con­sumers are not cre­ated equal. There are many dif­fer­ent seg­ments among them, includ­ing the “mobile elite.” Have you taken a close look at your mobile traf­fic and mobile cam­paigns lately?

Sum­mer is a great time to shift your focus away from Web prop­er­ties and onto your mobile strat­egy. Use your ana­lyt­ics tool to gauge the per­for­mance of your mobile app, as well as the effec­tive­ness of mobile dis­play ads, mobile search ads, and SMS cam­paigns. Adobe Mar­ket­ing Cloud, for exam­ple, offers mobile ser­vices for app opti­miza­tion and monetization.

If you have a brick-and-mortar store, you can incor­po­rate geofenc­ing to tar­get users by GPS loca­tion or points of inter­est. Using tools like Adobe Mobile Ser­vices 2.0, you can mea­sure and respond to mobile users in and around iBea­con areas. Don’t have an app yet? Use the looser struc­ture of sum­mer to start planning.

Don’t spend the dog days of sum­mer chas­ing the tail of last season’s cam­paigns. Use these slower-paced days to revi­tal­ize your brand­ing and mar­ket­ing strate­gies, and fall into a prof­itable autumn.