With key dates like Buen Fin, Black Friday, and Cyber Monday just around the corner, it's the perfect time to start preparing your campaigns. Buen Fin, held in November in Mexico, and global events like Black Friday and Cyber Monday, lead to a significant increase in sales. During Black Friday, mobile commerce accounted for 79% of online traffic, and 75% during Cyber Monday in 2023. This shows the growth potential of these dates and the importance of early planning to make the most of these events.
Starting your campaigns before these key dates allows algorithms to adjust and optimize, ensuring your app stands out during these crucial moments. Once the learning period ends, you can adjust the budget to maximize return on investment (ROI) and improve user conversion and retention rates.
These commercial dates lead to a significant increase in demand for related products and services. Consumers are attentive and ready to invest in gifts, experiences, and irresistible offers.
For best results, at Rocket Lab we recommend starting campaigns before key commercial dates. In our guide on sustainable practices for mobile app growth, we delve deeply into this critical aspect: the learning period.
Before a promotional period, investing in awareness and consideration campaigns is crucial. To increase user retention and conversion, it is essential to expose them regularly to ads. User retention improves when they receive reminders and relevant content throughout their interaction with the app. This helps build a connection with the brand and "prepare" the audience for the upcoming offers.
At Rocket Lab, we adopt a cyclical working model known as Fly Wheel Marketing or Growth Loops. Through this model, each stage of the marketing funnel is enriched with valuable data on traffic sources and user behavior, going through cycles of learning and strategy adjustments for continuous budget optimization. In this scenario, apps can and should work on more than one stage of the funnel simultaneously, with constant feedback allowing for even faster growth.
Therefore, this period is crucial because each app is unique and requires time to evaluate and understand user behavior, as well as to allocate the budget efficiently.
Balancing and distributing the budget is essential for maintaining an effective and sustainable mobile media campaign. When the investment is adjusted abruptly, the algorithms lose their context and optimization capabilities, affecting the quality of data and analysis until stability is regained. Additionally, pausing or reducing the budget can cause you to lose relevance against competitors due to the intense competition for advertising space.
Full funnel practices are important because they allow campaigns to reach consumers at all stages of their buying journey, from initial discovery to post-purchase loyalty. Investing in full-funnel marketing provides valuable data on user behavior and helps build lasting customer relationships, driving app growth. Maintaining a balanced budget and distributing investment progressively ensures that algorithms can continuously optimize campaigns and secure sustainable growth for your app.
The key is to share your marketing calendar with your mobile media partners. By including promotion dates, product or service launches, and other relevant activities, you can achieve more accurate and consistent budget planning throughout the year.
Keeping campaigns always active means your ads are constantly running without significant pauses. This allows algorithms to have a continuous flow of data to analyze and optimize, improving the efficiency and effectiveness of campaigns over time.
We understand that this idea can be daunting in terms of investment. To optimize your budget, it is crucial to distribute it gradually and consistently. A progressive increase in investment allows algorithms to adapt and optimize campaigns better, improving ROI and conversion rates.
Diversifying traffic sources is another important aspect. By using multiple channels, such as in-app advertising, social media, and other digital media, you reduce dependence on a single source and protect against potential instabilities. This approach is similar to diversifying an investment portfolio; by investing in different inventories, your brand can impact various audiences and achieve diverse results.
Additionally, diversification allows for a healthier balance of return and revenue metrics, ensuring that your app does not rely on a single traffic source and is better protected against fluctuations.
During special dates like those mentioned earlier, brands that launch mobile campaigns achieve exceptional results. Global events such as the Euro Cup, Copa America, and the Olympics capture the attention of millions of viewers, providing a unique opportunity to reach a broad and diverse audience. However, campaigns of this magnitude require a considerable preparation period to maximize their impact and ensure that algorithms can properly identify and optimize target audiences.
By starting early, algorithms can better identify relevant audiences and adjust campaigns to maximize return on investment (ROI). This not only improves budget efficiency but also increases conversion and user retention rates. Additionally, frequently reaching users before key dates establishes a deeper familiarity and connection with your brand, which can be crucial during high-competition periods.
Planning your commercial date campaigns in advance is essential to maximize their impact. Starting early allows algorithms to learn and optimize, enhancing campaign performance and efficiency.
At Rocket Lab, we are ready to help you take your campaigns to the next level. Contact us to discover how we can optimize and maximize the performance of your mobile ad campaigns.