Mobile Marketing Random 1 — Questions and Answers
Question 1: Which mobile marketing channel delivers messages directly to a user's device lock screen without requiring the app to be open?
- In-app messaging
- Push notifications (Correct answer)
- SMS marketing
- Email campaigns
Correct answer: Push notifications
Push notifications are sent from a server to a user's device and appear on the lock screen or notification tray even when the app is not actively running, making them a direct and immediate mobile channel.
Question 2: What is the term for the practice of dividing a mobile audience into groups based on behavior, demographics, or device type to deliver more relevant ads?
- Attribution
- Segmentation (Correct answer)
- Retargeting
- Geofencing
Correct answer: Segmentation
Segmentation involves splitting an audience into distinct groups so marketers can tailor messaging and creative to each group's specific characteristics or behaviors, improving relevance and campaign performance.
Question 3: Which metric represents the total revenue generated per user acquired through a marketing campaign over their entire relationship with the app?
- Average Revenue Per User (ARPU)
- Cost Per Install (CPI)
- Customer Lifetime Value (LTV) (Correct answer)
- Return on Ad Spend (ROAS)
Correct answer: Customer Lifetime Value (LTV)
Customer Lifetime Value (LTV) measures the total revenue a user is expected to generate from install through churn, helping marketers determine how much they can profitably spend to acquire each user.
Question 4: In mobile advertising, what does the term 'viewability' specifically measure?
- The number of times an ad is clicked
- Whether an ad was actually seen by a user on screen (Correct answer)
- The load speed of an ad creative
- The geographic location where an ad was served
Correct answer: Whether an ad was actually seen by a user on screen
Viewability measures whether an ad had the opportunity to be seen — typically defined as at least 50% of the ad pixels being in view for at least one second — distinguishing it from a simple impression count.
Question 5: What mobile marketing strategy uses a user's real-world physical location to trigger a targeted ad or notification when they enter a defined geographic boundary?
- Contextual targeting
- Dayparting
- Geofencing (Correct answer)
- Lookalike targeting
Correct answer: Geofencing
Geofencing creates a virtual perimeter around a real-world location; when a user's device enters that boundary, it can trigger a push notification, ad, or other marketing action based on their physical proximity.
Question 6: Which of the following best describes a 'soft launch' in the context of mobile app marketing?
- Releasing an app to all global markets simultaneously on launch day
- Publishing an app to a limited geographic market or audience to test performance before a full release (Correct answer)
- Launching an app without any paid advertising support
- Releasing a lite version of an app with fewer features
Correct answer: Publishing an app to a limited geographic market or audience to test performance before a full release
A soft launch involves releasing an app in one or a few smaller markets to gather real-world data on retention, monetization, and bugs before committing to a costly global launch, reducing risk and allowing optimization.
Mobile Marketing Random 1
Which mobile marketing channel delivers messages directly to a user's device lock screen without requiring the app to be open?