{"id":15816,"date":"2023-01-10T10:42:39","date_gmt":"2023-01-10T10:42:39","guid":{"rendered":"https:\/\/maasplatform.io\/resources\/?post_type=blog&p=15816"},"modified":"2023-06-22T09:56:05","modified_gmt":"2023-06-22T09:56:05","slug":"5-mobile-app-marketing-lessons-for-the-lunar-new-year","status":"publish","type":"blog","link":"https:\/\/maasplatform.io\/resources\/blog\/5-mobile-app-marketing-lessons-for-the-lunar-new-year\/","title":{"rendered":"5 Mobile App Marketing Lessons for the Lunar New Year"},"content":{"rendered":"

The Lunar New Year emblems of the rabbit (Chinese New Year) and the cat (Vietnamese <\/span>T\u1ebft)<\/span> are hardly coincidental. Signifying watchfulness, pragmatism, hope and prosperity, the zodiacs have correctly predicted the consumer mood of the year. This year is one of the firsts to cement mobile app marketing user behaviors that have been evolving across the global app ecosystem in the past couple of years. However, with a downtime in the overall economy, caution is a keyword deciding purchases.<\/span><\/p>\n

The lunar new year of 2023 is going to be a significant occasion for southeast Asia as they get the opportunity to relive the complete glory of the traditional rituals and customs. Celebrations herald good times for app marketers. In our latest blog, the team compiles a list of six app marketing strategies designed to scale your user acquisition quality and revenue for seasonal events.<\/span><\/p>\n

How to Leverage Mobile App Marketing for Seasonal Events? Lunar New Year Edition<\/strong><\/h2>\n

Local & Personalized Mobile App Marketing Communications Equals User Increment<\/strong><\/h3>\n

Brands go all out for the season <\/span>to appeal to users. Oftentimes communication has failed to hit the mark due to a lack of genuine appreciation of the event’s cultural significance. While the red and gold colors are the hallmark of a lunar new year, brands implementing humane cultural elements have found more user adoption.<\/span><\/p>\n

Approximately <\/span>1.5 billion people celebrate the festival<\/span><\/a> among various Asian communities. Each community has distinctly separate cultural significance of the new year. While the Chinese will celebrate the Year of the Rabbit, the Vietnamese community is all set to welcome the Year of the Cat. Similarly, hongbaos, gratitude for elders, visiting home for the new year, family feasts are other significant elements of the event. Ads portraying these subtle cultural similarities and dissimilarities find greater favor among the audience over the cliched lanterns, red and gold motifs. Here\u2019s a quick mood chart from the team to identify your core ad themes as the weeks lead up to D-Day.<\/span><\/p>\n

\"Mobile-App-Marketing-Lunar-New-Year-Purchase-Mood-Chart\"
\nA data management platform (DMP) is going to be crucial for the weeks and months ahead to ensure your seasonal communications always hit the right mark with the right audience. How does a DMP help to scale and monetize your user acquisition? More on that in the next point.<\/span><\/p>\n

Partner Up with an Audience Platform Offering Deep Data Pools to Segment & Acquire Users<\/strong><\/h3>\n

Globally, some categories have recorded <\/span>app sessions growing over 54% during the lunar new year<\/span><\/a> making the season a prime time for acquisitions and retention. This decade is vital to app marketers in how they get to know their audience. Millennials and genZ are rapidly becoming the highest spending segment of the population. The younger generations are tech savvy and also quite attuned to their individual cultures. Localized, personalized, contextual ads are the way to win their hearts – but how to accomplish that through your media strategy?<\/span><\/p>\n

The age group of 21-45 shows a common inclination for connected devices. The right audience platforms are powered by data management platforms, with repositories of billions of connected devices, consistently studying device behaviors and user intent. With a deep data pool, a DMP can suggest customer and lookalike profiles segmented on the basis of :<\/span>
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