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How to Leverage Seasonal App Marketing for User Acquisition

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The identical approach you put together your self for the vacation season, you may as well adapt your app advertising and marketing technique for various seasons and occasions to spice up your person acquisition efforts. From App Retailer Optimization to artistic promoting, there may be a variety of issues you are able to do to realize traction within the market.


Table of Content

Totally different seasons, totally different person behaviors

All days are particular however some days are extra particular and well-liked than others.

For example, is stress consciousness day as particular and well-liked as Christmas? Not fairly. For Christmas, we purchase and spend days adorning a pine tree. Will we do that for stress consciousness day or another days of the yr? Nope, proper? App shops are additionally dynamic markets which can be extraordinarily conscious of particular days. Utilizing MobileAction’s aggressive intelligence instruments we are able to simply see how prime publishers are making ready their apps and adapting their advertising and marketing technique to totally different seasons.

As you’ll be able to see, key phrase popularities drastically change throughout totally different occasions of the yr. The above instance demonstrates the change within the search scores of some well-liked key phrases reminiscent of ‘Santa’, ‘Halloween’, ‘easter’ and ‘valentine’.

So, let’s speak about how one can profit from distinctive person behaviors throughout seasons.

Plan Forward

The easiest way of getting forward is to plan forward. So begin by making ready your self a calendar.

Christmas 25.12, Black Friday 25.11, Thanksgiving 24.11 New 12 months’s Eve 31.12, Good Friday 15.04, Saint Patrick’ day 17.04, Valentine’s day 14.02, Halloween 31.10, Oktoberfest 17.10

Determine which special occasion or occasion works greatest for you

For example, if in case you have a buying app, you don’t need to miss out on Black Friday & Christmas. Or, your app could be associated to sports activities, on this case, the Olympics or the beginning of recent seasons in numerous sports activities could be an ideal match for you.

Nevertheless, you also needs to take into account the recognition. All the cash, time, and energy can go for nothing for those who resolve to be the vacation armadillo on Christmas.

Localize your app in vital markets

There’s something attributed to each single day of the yr. Assume that we have now a recreation that we’re primarily advertising and marketing to far east Asia. February 1st is well known because the Korean new yr in Korea and because the Chinese language new yr in China. We might need to make the most of each. Cautious planning will make it easier to to arrange your app for holidays in numerous areas. As soon as once more, we are able to see that localization is way more than merely translating your metadata. Seasonal changes will most definitely offer you the sting over your rivals.

Analysis the key phrase performances

As we talked about above, key phrase performances change because of the modified looking out preferences of customers. A low-profile key phrase can hit its peak and reward us, fruitful customers. But when we don’t know which key phrase performs how during which season, we are able to’t achieve seasonal app advertising and marketing.

For example, for Valentine’s day, love might be the primary key phrase you consider. Nevertheless, as our Key phrase Tendencies function reveals that its search rating stands nonetheless over the course of the yr. However, the search rating of valentines day skyrockets from 5 to 53 as Valentine’s day approaches.

It’s a important alternative as a result of you’ll be able to simply rank within the prime ten for a extremely well-liked key phrase. As you’ll be able to see above, Valentine’s day normally has a search rating of 5. On account of this low search rating, apps don’t goal it until they’re particularly created for Valentine’s day. That is to say, there may be not a lot competitors for the highest ranks earlier than the season.

The prospect rating signifies the likelihood of any app to rank within the prime ten. Which means, in the suitable season, with the suitable key phrases, you’ve got a reasonably good likelihood of boosting your app rankings.

Conversion Optimization for Seasonal ASO

Seasonal ASO is an effective way to extend your visibility rating, discover new customers and re-engage the outdated ones. Let’s speak about how we are able to improve our conversion charges and enhance our retention.

Conversion charges are intently associated to the visuals of your app. Our App icons, Screenshots, video previews, including new backgrounds, and new ranges are all vital for seasonal ASO. As a way to achieve seasonal app advertising and marketing, we must always pay shut consideration to those topics.

App Icons

App Icons are the very first thing that customers will see after they make a search. Subsequently, it’s of utmost significance that we make the most of them to the perfect of our capabilities.

As you’d keep in mind, step one of the preparation is to placed on a hat. In different phrases, becoming into the vacation season. It’s easy however a pleasant contact that welcomes your new customers and attracts your outdated ones. Your app will even stand out within the search outcomes compared to apps that didn’t take note of these tendencies.

Screenshots and Video Previews

The following step is your screenshots and video previews. You possibly can showcase the way you modify our app/recreation to the vacation theme. You will have added some new ranges, perhaps modified the situation the place the sport is predicated on. In brief, they’re rising the standard of our communication with customers, so we must always profit from them.

That is how Temple Run 2 ready for Halloween. As you’ll be able to see they modified the situation from Fall Jungle to Haunted Harvest. It’s extra appropriate for the Halloween theme, don’t you assume so? On this approach, you’ve got an excuse to make use of in-app occasions to speak along with your person base.

You will need to point out that you need to nonetheless preserve your product web page’s integrity. If you happen to resolve to alter your app icon, you also needs to change your screenshots and different belongings. In any other case, these adjustments might have negative effects in your App Retailer Optimization efficiency.

If you wish to study extra concerning the methods of your rivals and gasoline your development within the App Retailer, you’ll be able to declare your restricted provide by February twenty eighth, 2022, and make the most of our ASO and Apple Search Advertisements intelligence instruments free of charge!

In-App Occasions & Promotional Texts

In-app occasions are additionally an ideal instrument to re-engage your already present customers. We are able to create challenges and reside occasions for these particular days. The place’s enjoyable if no one is aware of concerning the occasions, proper? Don’t fear. As soon as our occasion card goes reside, customers who already downloaded our app can see it on the itemizing web page. Plus, we are able to at all times ship push notifications.

Promotional texts also can play an enormous half in conversion.

Right here, we see how Subway Surfers introduced that they added ‘chilling’ Mexico to their World Tour. While you add one thing new whether or not it’s new ranges, challenges, or modes, make sure that to advertise these belongings with no matter means accessible.

Competitor Evaluation

ASO is just not a one-person recreation. You must know what your rivals do. Which particular days and occasions are they concentrating on? How are they making ready for these events? Do they modify app icons or screenshots? If that’s the case, when?

Our App Retailer Optimization instruments hand you all the knowledge above.

An vital facet is that each apps modified their artistic belongings on the very same day for Halloween. Which means that they begin racing three weeks sooner than the principle occasion. Because of this planning beforehand is essential for reaching success in seasonal app advertising and marketing.

For example, Shein modified their screenshots in October to extend conversion charges using Black Friday.

Do you see how they carried out the Black Friday theme to their artistic belongings?

Our Artistic Asset Hub lists all of the artistic belongings of apps so as of class rankings. This fashion, you’ll be able to immediately see how the highest app publishers are making ready themselves for the upcoming seasons.

Advert Creatives for Seasonal App Advertising and marketing

Seasonal app advertising and marketing doesn’t finish with seasonal ASO. We’ve got to mix our natural and paid advertising and marketing efforts to attain most development. As you’ll be able to see under, Coin Grasp adapts its advert creatives to Christmas, too.

So let’s say, we need to optimize our advert creatives for Halloween. On this sense, market analysis will turn out to be useful. Our Advert Intelligence instrument means that you can conduct your analysis in accordance with your individual customized standards.

As you’ll be able to see above, we looked for the advert video creatives of video games which have “Halloween” of their title. For a greater understanding of the market throughout Halloween, we set the time intervals to October. If we wish a extra centered evaluation, we are able to add guidelines to slender our analysis.

Much like what we did for ASO, conserving a detailed eye on your rivals and their advert creatives will make it easier to to maintain in contact with the market, permitting you to use best-performing methods to your individual cellular person acquisition technique. With the launch of Customized Product Pages, we have now way more management over the shopper expertise main from impression to the set up.

Unquestionably, the aggressive evaluation will assist seasonal app advertising and marketing to develop into much more efficient. You’re at all times welcome to schedule a name with our cellular development consultants to search out out extra concerning the worth that MobileAction can deliver to your cellular enterprise!