Tips for Engaging Mobile App Users During the Holidays

11. Planning

Plan your holiday promo campaign and get the insertion

orders for your apps well in advance. Otherwise you might

find that media owners do not have space in their busy

holiday schedules for your advertisements.

Set your goals and the budget according to the holiday

rush time. During this time, volumes of downloads are

higher, as are effective costs to acquire loyal users. You

might want to assess your goals to find a good balance

between performance and volume that fits your budget.

Keep in mind, app download rates stay high through

January, even as the cost for user acquisition falls.

Use the busy holiday download time as an opportunity to

introduce a new product or service update and attain

maximum coverage with your audience base.

Plan for increased product support and server volume during the holiday busy

time. User behavior demonstrates these changes during holiday times which

may impact these departments:

- More sessions

per user

- 4x increase in

users per app

- Shorter sessions

lengths, but more

sessions, overall

Calculate and plan your budget for first few months post-

holiday rush so you can take advantage of the price

decreases which happen that start just after the new year.

Configure your app store optimization strategy so that your

keywords are relevant to the context of what consumers

search for during the holidays.

Stay fresh and relevant: Prepare and roll out new content,

update your creatives with festive holiday themed images.

Re-engage with your current audience by creating

entertaining holiday themed contests, promotions and

giveaways. Use this time wisely to engage your non-active

audience and convert them into new, loyal users.

Tease your customers with “sneak-peeks” at the features in

your pipeline for 2014. This will cement their interest in the

further development of your product/service.

10

The holidays are the time of year when families get

together and share warm feelings, use the opportunity to

communicate effectively with family units with friendly,

holiday-oriented messaging.