Teens and parents are expected to conduct more back-to-school shopping on the web in 2012, and content and social media marketing can help appeal to these users.

A report from AYTM Market Research suggests that content marketing and other efforts on the web can help attract back-to-school shoppers. More than 72 percent of respondents said they will make purchases related to school in the coming month, and more than 44 percent said they will shop on the web.

For marketers, seasonal shopping periods are ideal times to adjust content marketing campaigns to reach the audiences likely to increase spending. While the December holidays are the most obvious choice, early September, when most are returning to school, is also a good time.

AYTM found the most in-demand products include books, various school supplies, clothing and electronics. B2C companies in these industries can tailor website content and social media marketing to these audiences – from blogs on the best investments for the academic year to school-supply specific promotions – to appeal to consumers looking for these items.

With teens making up a large portion of the people returning to school, social media marketing is an especially strong channel to pursue. Brafton recently reported that teens spend more time on Facebook than any other website or network. Moreover, social media use among teens outweighs email access.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.