seven tactics for driving user acquisition this holiday season
DESCRIPTION
This webinar was presented on November 15, 2013. We tackled how to prep for the upcoming holiday season, the annual App Store freeze, looked back at 2012 holiday statistics, and then discussed seven tactics for driving user acquisition this holiday season. To listen to the full recording, click here: https://vimeo.com/79488817TRANSCRIPT
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Seven Tactics for Driving User Acquisition This Holiday SeasonJamie Fellows, Chief Product Officer
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Before we get started…
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Deck and recording will be available.
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About Jamie
Appia’s Chief Product OfficerFormer SVP of Product at
Millennial Media and VP of Product Management at AOL and Advertising.com
Passionate about working with technology to develop products that can evolve and scale a business
Focused on driving Appia’s business growth through product development and management
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Table of Contents
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The App Store Freeze
2012 Holiday Statistics
7 Tactics for Driving User Acquisition This Holiday Season
The Upcoming Holiday Season
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The Upcoming Holiday Season…
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Hanukkah
BeginsThanksgiving
Black
Friday
Cyber
Monday
New Years
Eve
Christmas
Kwanzaa
Begins
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If your app has seasonality, make sure to plan for boost campaigns during your busy seasons.
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Thanksgiving is a great time for apps focused on cooking & organization
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Black Friday is no longer just for brick and mortar stores - it has truly become a multichannel shopping event.
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58% of people used
mobile and 41% used tablets
to hunt for bargains on Black Friday
last year.
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New Years is a popular time for organization apps, fitness apps, and other apps to help people keep those New Years Resolutions
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App Stores go into a week-long freeze in December andwon’t accept any new apps or updates until after the holidays.
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The Top Charts also go into lock-down in
December. Apps that are ranked at the top of the charts will get great exposure during the freeze, which is one of the busiest times of the
year for app downloads.
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Last year, mobile shoppers kicked off the holiday shopping season with huge sales…
$
$
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On Black Friday, ad clicks from smartphones were up 61% while clicks from tablets were up more than 100%
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43% of U.S. adults admitted to participating in “showrooming” according to a November 2012 poll from Harris Interactive.
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2013 will be the year of mobile for Europe—68 percent year-over-year increase from last year is expected in mobile online sales
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Timing
Mobile is agile, so you still have time!
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Tip: Try to have your creative prepped and launched at least 2-3 weeks ahead of the next big holiday.
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Timing
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As soon as the holiday is over, make sure to take the campaigns down! Nothing is worse than seeing Halloween ads 2 weeks after the candy is long gone!
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Holiday Themed Content
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Targeting
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Offer mobile coupons to increase user engagement
One half of all local searches are done on mobile
Target high-traffic shopping areas or specific, relevant storefronts
29% of users are open to scanning a mobile tag to get coupons
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Pre-Holiday Boost Campaign
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Rocket ship – Stephanie will find
Advertising costs skyrocket leading up to the holidays so be prepared. Buying on a CPI basis will help limit your risk.
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During the Freeze
Employees are off work, kids are out of school, and they’re spending more time on their mobile devices engaged in longer sessions.
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Higher volume of active users mean increased
clicks, installs, and in turn, revenue
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Take Advantage of All the New Devices
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Christmas Day is the largest device activation day of the year
17.4 million phones and tablets were activated on
December 25, 2012
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Post-Freeze Campaigns
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Competition typically decreases in January, so there will be more inventory available. Be ready to kick up your campaigns to
take advantage of the post-holiday traffic,
which stays elevated in January.
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Recap
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Take Advantage of All the New Devices
Pre-Holiday Boost Campaigns
Targeting
Efforts During the Freeze
Holiday-Themed Content
Timing
Post-Freeze Campaigns
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Questions?