{"id":17461,"date":"2023-12-14T09:19:07","date_gmt":"2023-12-14T09:19:07","guid":{"rendered":"https:\/\/customlytics.com\/maximize-opportunities-for-the-fifth-quarter-a-guide-for-app-marketers\/"},"modified":"2023-12-14T09:19:08","modified_gmt":"2023-12-14T09:19:08","slug":"maximize-opportunities-for-the-fifth-quarter-a-guide-for-app-marketers","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/maximize-opportunities-for-the-fifth-quarter-a-guide-for-app-marketers\/","title":{"rendered":"Maximize opportunities for the fifth quarter: A guide for app marketers"},"content":{"rendered":"\n

Author: <\/strong>Steffen Meyer, Mobile Marketing Content Specialist<\/h3>\n\n
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It\u2019s Christmas Time and wise app marketers are now executing their pre-planned seasonal campaign strategy<\/span><\/a>. However, some still miss significant opportunities in the period after Christmas Eve, known as the \u201cfifth quarter\u201d.<\/p>\n\n

The \u201cfifth quarter\u201d lasts until the beginning of January but it isn\u2019t just a time frame; it\u2019s a mindset.<\/p>\n\n

Before Christmas, people think about what they want to buy for others, after Christmas Eve they think about themselves and the new year. And that\u2019s where clever app marketers need to focus.<\/p>\n\n

We already outlined in our blogpost \u201eMake the most out of seasonal app marketing in 5 easy steps\u201c<\/span><\/a> how to plan, structure, and execute a successful seasonal campaign. Here, we want to focus on what to watch out for during the fifth quarter.<\/p>\n\n

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Social Selling for those sitting on the sofa<\/h2>\n\n

In this period, app marketers should especially advertise on social media.\u00a0<\/p>\n\n

A study by Snapchat<\/span><\/a> reports an increase in social media usage and a surge in app downloads after December 24th. It seems that after stuffing their bellies and having enough conversations with family members, people want to relax, disconnect, and enjoy some me-time with their smartphones and favorite content creators.<\/p>\n\n

Therefore, app marketers should focus on social selling during this time, with content that captures this mood.\u00a0<\/p>\n\n

According to data by Meta, the cost to reach people (CPM) drops significantly more than the conversion rates (CVR), meaning advertisers can reach purchase-friendly people for less money, resulting in a lower Cost per Acquisition (CPA).<\/p>\n\n

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This data comes from Meta’s handbook \u201ePost-holiday, peak performance \u2013 Go beyond the holiday period to unlock new sales opportunities\u201c<\/span><\/a>, which offers more tips on how to advertise on Instagram and Facebook during this time. But if you really want to maximize the effect of your paid campaigns, you need to get your ASO-UA choreography right<\/span><\/a> and customize your Mobile Measurement partner.<\/span><\/a><\/p>\n\n

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Evaluate content creators and influencers<\/h2>\n\n

In addition to paid campaigns, try hiring content creators and influencers. According to Marketing Dive<\/span><\/a>, \u201cInfluencer marketing spending will rise roughly 3.5 times faster in 2023 than social ad spending will\u201d, with influencers becoming the \u201ckey entertainers of their generation\u201d. Meta offers a whole playbook on the topic named \u201cGet future ready with creators on Meta\u201d<\/span><\/a>.<\/p>\n\n

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Develop creatives according to trends and moods<\/h2>\n\n

But whether it’s a paid or influencer campaign, when developing your creatives, you should meet people where they are:<\/p>\n\n