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With Ramadan just around the corner, marketers need to start their campaigns early to anticipate the opportunities it presents. Holy Month is focused on family, friendship, and community, all supported by widespread mobile usage.
Explore 2023 Holy Month data[1] provides valuable insights to guide your mobile marketing efforts in the critical weeks ahead.
Eid plays a big role in installation
Ramadan 2023 saw a steady increase in the number of installations, with activity peaking around Eid al-Fitr, continuing the trend from the previous year. The overall number of installations increased by 27% before and after Eid compared to the beginning of the measurement period. Much of that was due to paid user acquisition efforts.
Non-organic installs (NOI) increased by 19% during Eid, and iOS NOI surged by 32%. On Android, the NOI peak comes early in Ramadan (three weeks before Eid), demonstrating the importance of investing in marketing during Eid. Not only during Eid but also throughout the month.
Eid is the beginning, not the end, of e-commerce activities
Shopping activity in the region in 2023 was very different from previous years. In 2022, shopping app installs peaked in the first few weeks of Ramadan as consumers used this period to purchase gifts and food for Eid. In 2023, shopping app installs peaked within a few weeks rear Eid has soared by a whopping 53% since the beginning of March.
Marketers should note that shopping does not end when Eid arrives. On the contrary, Eid al-Fitr 2024 could be a great opportunity for e-commerce to grow significantly.
Shoppers use food and grocery apps early
Most of the installation activity for food and grocery delivery apps took place in the weeks leading up to Ramadan. As a result, overall installs for this industry were down 60% as of the beginning of May.
However, marketers have actually seen some Android adoption since the start of Ramadan and may be capitalizing on last-minute shopping needs.
Android’s NOI peaked during the first week of Ramadan, but declined sharply during the remainder of the holy month.
strategies for success
Ramadan campaigns are most effective when they last much longer than just four weeks. It also requires a nuanced marketing approach based on different app verticals. E-commerce marketers should consider saving their budget for post-Eid growth. Other segments should be aware of changes in user interests during Ramadan (such as decreased usage of utility and productivity apps), but may spike post-Eid as daily life normalizes. It is expected.
Throughout, we continuously monitor campaign performance and leverage data-driven insights to adjust targeting, messaging, and channel selection to ensure optimal ROI and user engagement.
[1] AppsFlyer researchers looked at app install and remarketing performance in the week starting February 27th and the weeks leading up to Ramadan.th, 2023 – until the week immediately following Eid al-Fitr (week beginning May 1, 2023). We have analyzed data from Egypt, Qatar, Saudi Arabia, and the UAE across a variety of sectors.
-Author: Paul Wright, AppsFlyer General Manager Western Europe and MENAT
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