Summer is winding down, and a new season is emerging – back to school! Consumers are looking over their wishlists, getting ready to shop for days- with a majority of them planning to do it on their smartphones. Mobile app developers and marketers have much to gain from this time of year, by strategically tapping into this transitional period to bolster their marketing efforts. Here’s some data, consumer trends, and tips on best utilizing this season!
Back-to-school and back-to-college spending are to reach unprecedented levels this year
According to the NRF (National Retail Federation), consumers are estimated to spend $41.5 billion this back to school season, $4.6 billion more than last year. Back to college spending is expected to reach new heights of $94 billion, nearly $20 billion more than in 2022. This data reveals a tremendous opportunity for app marketers, especially for e-commerce apps, food and drink apps (including delivery), and educational apps. A successful mobile app must catch users’ attention at the peak of their engagement to increase revenue and create long-term value. Boosting your user acquisition efforts is one of the fastest and most effective ways to reach these users.
There’s a wide demographic you can target
The back-to-school season traditionally involves K-12 and college students, but it’s essential to recognize that the demographic extends beyond the classroom. Adult learners, teachers, and even parents seeking tools for homeschooling can be important audiences during this time. A Rubicon Project survey shows that 60% of parents plan to shop for back-to-school on their mobile phones this year.
Shopping apps and e-commerce apps are skyrocketing
According to Adjust, e-commerce apps are the first choice of American consumers for purchasing school supplies. In August 2022, e-commerce app sessions saw a 12% YoY growth which means consumers tend to start shopping the most just before school starts. As for shopping apps, Adjust’s data shows 22% YoY growth in August 2022. The trend didn’t end there, and users spent the most time on shopping apps in September- so many last-minute shoppers there!
So, increased spending, more time, and spending- what more are you waiting for?
Having looked at the numbers, we can agree that back-to-school season is a prime time for app marketers to achieve great results. Here are some tips to create and run successful campaigns:
Know what your audience likes and tap into that
Gen Z makes up a good portion of back-to-school season shoppers. It’s absolutely vital to know the trending topics and user behaviors so app marketers can create events, deals and marketing campaigns accordingly. According to First Insight, Gen Z shoppers are willing to spend 10% more on sustainable products- they want brands to be aware of environmental and social issues.
As far as influencers and social media, they affect Gen Z’s shopping habits greatly. According to a survey, 80% of Gen Z shoppers have purchased a product they viewed on social media. So, you might want to think about influencer marketing, social media campaigns and trendy deals to drive engagement.
Motivate shoppers with good deals to build a loyal customer base
Back-to-school marketing isn’t just about the immediate boost in installs. This is a great opportunity to build a long-term relationship with users. During this season, you can offer exclusive deals, discounts, and personalized experiences to engage consumers throughout the academic year and beyond.
Outline your expectations and needs from the season
While the back-to-school rush presents a golden opportunity, having a clear vision of your goals effectively helps you harness this period. Here’s why outlining your expectations and needs is essential:
- Maximize ROI: The back-to-school season is the perfect time to focus your efforts on areas that will yield the highest return on investment. Clarifying your objectives allows you to allocate resources wisely, whether you aim to boost downloads, increase in-app purchases, or increase user engagement.
- Targeted Marketing: It is easier to create targeted marketing campaigns when you know what you are trying to achieve. In the back-to-school season, your messaging can be tailored to cater to your target audience’s aspirations and concerns, whether you’re looking to acquire new users or re-engage existing ones.
- Measurable Success: The ability to measure success accurately depends on defining your expectations. Track specific metrics, like increased daily active users, longer session durations, or higher conversion rates. Determining whether your back-to-school efforts were successful when you set quantifiable goals is easier.
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Unlock the power of your app’s potential as you connect with our team of growth consultants. They’ll help you set your sights on your goals, kickstart your campaign, and watch as we optimize campaigns for spectacular success.