Mumbai: The holiday season, filled with festivals and shopping bonanzas, provides an unmissable opportunity for marketers to amplify their brand presence and boost sales. With the proliferation of mobile usage, marketers are increasingly leaning towards mobile platforms to launch their campaigns and promotions. Mobile marketers can harness the potential of the holiday shopping season by engaging with customers during major events and holidays which will soon kickstart with Diwali and go all the way till Christmas.
At the onset, it is important for marketers to get a thorough understanding on the current status of the peak shopping season.
We can already see a spike in consumer spending, a phenomenon which will further accelerate as we get closer to the festival of lights, Diwali culminating in Christmas, making it an opportune moment for mobile marketers to initiate campaigns that reverberate with the festive spirit..
In 2022, Diwali witnessed a remarkable 60% of all online sales transacted via mobile
platforms, with projections escalating this figure to 70% this year. 3 of the top 10 downloaded apps during Diwali last year were shopping apps, with shopping apps installs and sessions close to 50% and 15% higher respectively, as compared to the 2022 average. Noticeably, weekdays accounted for 48% and 60% of installs and sessions respectively. It was observed that most shopping app installs and sessions occurred four weeks after Diwali,
It has become imperative for brands to ensure that a mobile user’s journey is seamless, intuitive, and festively engaging to capitalize on the colossal waves of the holiday shopping season.
Collaborating with Mobile OEMs and Alternative App Stores is the way to go and here’s why.
Offer Exclusive Deals
Collaborate with mobile Original Equipment Manufacturers (OEMs) such as Xiaomi, Huawei, OPPO, Vivo, OnePlus, realme, Itel, Tecno and Infinix to offer exclusive deals and promotions on their platforms. Special app bundles, exclusive in-app purchases, or early access to sales for specific device users can amplify customer acquisition.
App Store Optimization (ASO)
Optimize app listings on alternative app stores by focusing on keywords and descriptions that align with holiday shopping trends. An effective ASO strategy, complemented by compelling visuals and app store featuring, can enhance app visibility and downloads.
App Store Featuring
Brands can get their app featured on the alternative app stores through special mobile OEM collaborations. This could be a banner featuring their app on the main page, their app appearing as a recommended or featured app, or even as a special feature of their app as part of the holiday or sale season.
Develop Co-branded Campaigns
Engage in co-branded campaigns with OEMs to harness their user base. Crafting campaigns that intertwine abrand’s offerings with the OEM’s products can create a mutually beneficial marketing dynamic.
Equally important is to put in place a solid set of strategies to Optimize Mobile Marketing during the peak shopping season
Develop Engaging App Content and Interfaces
Develop an app that resonates with the festive mood by incorporating thematic designs, user-friendly interfaces, and festive content. Tailoring app experiences to the specificities of each holiday (e.g., incorporating Diwali-themed visuals or Christmas-inspired interfaces) can augment user engagement.
Leverage Personalized Push Notifications
Deploy personalized push notifications that align with the holiday theme. Messages highlighting limited-time offers, exclusive discounts, or special holiday bundles can induce urgency among consumers and drive app engagements and purchases.
Implement Geotargeting Strategies
Employ geotargeting to send location-specific offers and promotions. This strategy is particularly crucial during Diwali, where regional variations in celebrations might necessitate tailored marketing approaches.
Utilizing Data-Driven Insights
Leverage data analytics to comprehend user behavior and purchasing patterns. Insights derived from user data can inform marketing strategies, enabling marketers to craft campaigns that are resonant and effective. This is where a trusted partner working with mobile OEMs is crucial.
Mobile OEMs are the Way Forward
The amalgamation of strategic mobile marketing initiatives, collaborations with mobile OEMs, and a keen understanding of the holiday shopping seasons can create a mélange that propels brand visibility and user engagement. By combining the festive spirit with robust mobile marketing strategies, brands can etch memorable imprints on consumers, not just during the holiday season but beyond.
Mobile marketers, while embedding their strategies within the cultural and emotional contexts of Diwali, and Christmas, should underscore values of joy, togetherness, and generosity, ultimately forging deeper connections with consumers and navigating them towards meaningful engagements and conversions.
The author of this article is AVOW co-founder & CRO Ashwin Shekhar
