Mixed Deck — All Mobile Marketing Topics Flashcards

A fashion brand wants to announce a new, visually distinct line of sneakers to their mobile subscribers. Which of the following is the STRONGEST justification for using an MMS campaign instead of an SMS campaign?

Answer: MMS allows for the inclusion of images and GIFs, which can showcase the product's visual appeal directly in the message.

The primary advantage of MMS (Multimedia Messaging Service) is its ability to send rich media like images, GIFs, and videos. For a visually driven product like sneakers, showcasing the design directly in the message is the most powerful way to capture attention and drive interest, making it a much more compelling choice than a text-only SMS.

Which of the following is an example of 'contextual targeting' in mobile advertising?

Answer: Showing fitness app ads within a health and wellness article on a mobile news app

Contextual targeting places ads based on the content of the page or app where the ad appears, not on individual user data.

Which metric best indicates the long-term value a customer is expected to generate for a mobile business?

Answer: Customer Lifetime Value (CLV or LTV)

Customer Lifetime Value (LTV) predicts the total revenue a business can expect from a single customer throughout their entire relationship.

Can advertising corporations monitor every gadget you own, even if it's not connected?

Answer: Yes

Explanation: It is possible for advertising companies to track multiple devices associated with the same user, even if they are not currently connected to the internet. This is done through various techniques such as device fingerprinting, which involves collecting information about the device's hardware, software, and settings to create a unique identifier. This identifier can then be used to track the device across different networks and platforms. However, it is worth noting that some privacy settings and tools can limit or prevent this type of tracking.

If a mobile app generates $50,000 in revenue from 1,000 paying users out of 20,000 total users, what is the ARPPU?

Answer: $50

ARPPU (Average Revenue Per Paying User) is calculated as $50,000 divided by 1,000 paying users, equaling $50.

Which mobile marketing approach involves sending personalized offers to customers when they are physically near a retail location using Bluetooth technology?

Answer: Beacon marketing

Beacon marketing uses small Bluetooth transmitters placed in physical locations to send proximity-based messages to nearby mobile devices.

A marketer is analyzing their mobile app's performance. They notice a high number of daily active users (DAU) but a very low user retention rate. Which of the following is the MOST likely problem this indicates?

Answer: The app provides a poor user experience or lacks long-term value.

A high number of daily active users suggests the user acquisition strategy is working, but a low retention rate means users are not continuing to use the app over time. This points to a problem with the app itself, such as a poor user experience, bugs, or a lack of compelling features that would encourage long-term engagement.

Which of the following is a disadvantage of using separate mobile URLs (e.g., m.example.com) compared to responsive design?

Answer: They require maintaining two separate codebases and content sets

Separate mobile sites require duplicating content, development, and maintenance efforts across two codebases, increasing cost and complexity.

Which of the following best describes 'notification fatigue' in mobile marketing?

Answer: Users becoming desensitized and disengaged due to receiving too many push notifications

Notification fatigue occurs when users receive excessive push notifications, leading to decreased engagement, higher opt-out rates, and potential app uninstalls.

What is the significance of the 'notification icon' in Android push notifications?

Answer: It appears in the status bar to indicate a pending notification and must be a monochrome icon

Android requires a small notification icon that appears in the status bar, and it must be a monochrome (single-color) icon for proper display.

In mobile SEO, what is 'content parity' between desktop and mobile versions?

Answer: Ensuring all important content, structured data, and links are accessible on the mobile version

Content parity means the mobile version must contain the same critical content, structured data, and internal links as the desktop version since Google primarily indexes the mobile version.

A site has a Cumulative Layout Shift (CLS) score of 0.35. What is the MOST common cause of high CLS on mobile?

Answer: Images and ads without defined width and height attributes causing layout shifts

Images and ads without explicit dimensions cause the browser to shift other content when they load, directly causing high CLS scores.

A mobile page scores 45 on Google PageSpeed Insights. Which action would MOST directly improve the Largest Contentful Paint (LCP) score?

Answer: Preloading the hero image with

Preloading the hero image ensures the browser prioritizes fetching the LCP element early, directly reducing the time until the largest visible element loads.

What is the key difference between mobile-first and mobile-only strategies?

Answer: Mobile-first designs for mobile then adapts to desktop; mobile-only ignores desktop entirely

A mobile-first strategy prioritizes the mobile experience as the foundation while still supporting desktop, whereas mobile-only excludes desktop altogether.

What is the purpose of the 'rel=canonical' tag on a mobile-specific URL (m.example.com/page)?

Answer: It points Google to the preferred desktop URL so the desktop version is treated as canonical

On separate mobile URLs, rel=canonical on the mobile page should point to the desktop URL to signal which version is canonical, while the desktop page uses rel=alternate to reference the mobile version.

Which year did Apple launch its App Store, opening the door to mobile app marketing?

Answer: 2008

Apple launched the App Store in July 2008, enabling a new era of mobile app distribution and marketing.

What kind of mobile ad extension is NOT one of the following?

Answer: Download extension

Mobile ad extensions are additional pieces of information that enhance search ads, providing more value and functionality to users. Common types include App extensions (linking to app stores), Call extensions (enabling direct calls), and Sitelink extensions (providing additional website links). 'Download extension' is not a standard, recognized type of ad extension; the App extension serves the purpose of driving app downloads.

Which mobile UX factor does Google's Interaction to Next Paint (INP) metric specifically measure?

Answer: The latency between a user interaction and the next visual response from the page

INP measures the delay between user interactions like taps or key presses and the browser's next visual update, replacing FID as a Core Web Vital in 2024.

What is the main advantage of 'in-app advertising' over mobile web advertising?

Answer: Better targeting, engagement, and resistance to ad blockers

In-app ads benefit from richer user data for targeting, higher engagement in a distraction-free environment, and are not blocked by most browser-based ad blockers.

What is a short code in SMS marketing?

Answer: A 5- or 6-digit number used by businesses for high-volume messaging

Short codes are 5- or 6-digit numbers leased by businesses to send and receive high-volume SMS messages at scale.