SUMMARY
With the start of the holiday season, marketers can improve their advertising practices by using specific methods that will engage lapsed consumers efficiently.
According to industry statistics, 80-85% of users lapse and uninstall the app immediately when it is first used or left unused for a week
Tap into the strategies that can help brands capitalise on holiday sales while reactivating lapsed users and building strong brand recognition
With the festive season around the corner, there will be gifting sprees and a willingness to spend more than usual due to the best deals and better discounts.
Users’ purchasing decisions are also influenced by their emotions, particularly during the holiday season when they seek out the brands that best meet their needs. In fact, it isn’t incorrect to state that users frequently switch brands as a flood of deals on various online marketplaces awaits them, either making them inactive or churned. According to industry statistics, 80-85% of users become lapsed and uninstall the app immediately when it is first used or left unused for a week.
No wonder marketers plan ahead of time a few months before the start of the holiday season to build brand recall and connect with their customers. However, the uncertainty of whether a user will stay active on an app or uninstall it forces them to prevent users from becoming lapsed and rethink their marketing strategies to meet the surge in online sales.
Here are some strategies that can help brands capitalise on holiday sales while also reactivating lapsed users and building strong brand recognition.
Deep Linking Campaigns
Deep linking campaigns are the most effective way to engage lapsed users because the term ‘deep’ essentially means taking a user deeper inside the brand’s offerings in an already installed app. Deep linking campaigns enable advertisers to effectively engage inactive and lapsed users by redirecting them directly to the respective product page, thereby fulfilling the campaign’s purpose.
This can help draw consumers’ attention to a campaign and redirect them to the appropriate app page. This effectively boosts campaigns by providing a clutter-free user experience and assists advertisers in retargeting lapsed and inactive users.
Push Notifications
As the word ‘push’ implies, it can work wonders for a brand by encouraging users to take the desired action on the campaign. These notifications appear on a user’s screen, grabbing their attention and encouraging them to click.
These are commercial messages delivered by an advertiser that combines emotional appeal, relevance, and timeliness with an effective call to action. For instance, ‘Hurray, we’re slashing the price!’, ‘Flash 50% off on all products!’ can entice users to spend quality time exploring various offerings.
This would assist marketers in retaining or engaging lapsed users with the possibility of conversions.
Retargeting
Such campaigns are the best way to engage lapsed users, especially during the holiday season, because they are highly effective in attracting the attention of users, particularly those who have become lapsed or have switched to competitors’ brands.
Retargeting campaigns encourage users to return to an app and complete actions that were previously left incomplete or uncompleted. During the holiday season, users frequently explore the same product on multiple marketplaces; therefore, incorporating such campaigns can serve as a reminder for them to return to an app and can do wonders for sales.
Original Equipment Manufacturer (OEM) Inventory
Planning the OEM inventory and displaying high-impact advertisements at engaging touch points within it can effectively enhance and boost sales during the holiday season. This is because, with OEMs, marketers can segment lookalike audiences with similar interests and target them with the relevant inventory.
For instance, if a specific audience is interested in ‘lighting products’ on OEM inventory from the same or nearby geos, then tapping into them can help drive quality return on ad spend (ROAS) and clickthrough rate (CTR). OEM inventories are made up of an audience pool that allows advertisers to better monitor and analyse which demographics and geos to target. Such inventories are transparent and keep brands safe and sane, allowing marketers to make informed business decisions.
Remarketing
Users are typically loyal to brands that showcase offerings that are tailored to their needs, and displaying personalised products based on their previous actions and behaviour can encourage them to make more quality purchases.
This is because product recommendations via remarketing campaigns provide users with a better experience and connection with a brand, which influences consumers to return to the brand for more products, thereby assisting marketers in increasing their marketing efforts.
Interactive & Personalised Content
This is one of the most visible ways to reawaken lapsed users and entice them to return to your app.
Interactive and content personalisation is accomplished by focusing on the timing and content of the storytelling campaign that ‘when’ and ‘to whom’ the offerings must be shown, based on users’ previous searches, history, and actions.
For instance, an ecommerce app could use this strategy to display a catchy message such as ‘price drop with buy one get one free deal in your wishlist.’ This will entice users to learn more about your brand and keep their interest in exploring additional products of their choice.
With the start of the holiday season, marketers can improve their advertising practices by using the aforementioned methods to efficiently engage lapsed consumers and rationally utilise their ad spend. These strategies are beneficial and ensure the success of the campaign lifecycle because they entice users to return for more.
