Black Friday 2024 presents a global opportunity for mobile app marketers to optimize user acquisition and remarketing strategies, leveraging owned media for enhanced engagement and revenue.
As Black Friday 2024 approaches, mobile app marketers are poised to leverage the momentum from 2023. Last year's economic recovery and strategic user acquisition (UA) efforts led to a significant increase in consumer spending.
This article delves into global market trends, regional dynamics, and strategic marketing optimizations to ensure success during this pivotal shopping period.
The impact of the 2023 Black Friday surpassed previous years, with noticeable spikes in consumer spending across major markets like the US, UK, France, and Germany. Notably, Android revenue in the US saw a 60% increase compared to the November daily average, while iOS maintained a robust 70% rise.
This growth was driven by economic recovery and aggressive UA strategies, particularly on iOS, which saw a 31% year-over-year increase in in-app purchase (IAP) revenue.
The 2023 Black Friday demonstrated that this event is no longer confined to Western markets. Countries like Brazil and India showed significant growth, with Brazil's IAP figures surging 183% above the November average. India's iOS purchases increased by 43%, highlighting the expanding global influence and opportunities for mobile app marketers.
While the US and Western Europe experienced notable growth, emerging markets such as India and Brazil also displayed strong performance.
In Western Europe, Android apps benefited more from consumer spending and owned media strategies compared to the US. These regional variations underscore the importance of tailoring strategies to specific market dynamics.
Timing is crucial for maximizing conversions. Early investment in UA helps build an install base, which can be leveraged through remarketing efforts during the peak Black Friday.
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In 2023, remarketing outpaced user acquisition, with conversion rates peaking throughout November, highlighting the importance of strategic timing.
👉 More helpful strategies on How to Optimize Your App for Black Friday & Cyber Monday.
Owned media emerged as a cost-effective channel for engaging users during Black Friday. Android saw a 78% revenue increase from owned media in 2023. Meanwhile, iOS benefited from a balanced approach, combining owned and paid media.
Marketers should emphasize owned media while supporting it with targeted paid campaigns to maximize engagement and revenue.
In 2023, Cyber Monday emerged as a more significant event in Western countries than Black Friday, though its impact was less in markets like India and Brazil. Remarketing played a crucial role, with a 32% increase in conversions compared to 23% in 2022, highlighting its growing importance.
Revenue growth was notably strong on Android in Western Europe and the US, while iOS remained steady. To optimize remarketing, it should be initiated within the first week post-install, as most Black Friday conversions occurred during this period.
Users typically made their first in-app purchase 3.6 days after installation. Remarketing effectively engages both first-time and loyal users, encouraging additional purchases.
The holiday season extends beyond Cyber Monday, offering opportunities for sustained user engagement and revenue growth through in-app promotions and holiday-themed campaigns.
👉 How to Utilize In-App Events to Increase Your Mobile App Visibility and Engagement?
Black Friday has evolved into a global phenomenon, driving substantial consumer spending across diverse markets. For 2024, early UA campaigns lay the foundation, while focused remarketing efforts during the peak shopping days maximize conversions. Marketers should maintain momentum throughout December to sustain high levels of spending and app engagement.
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