Mobile App Marketing Strategy Flashcards

What is 'app store optimization' (ASO) primarily designed to improve?

Answer: Organic visibility and downloads in app stores

ASO improves an app's organic discoverability in stores like the App Store and Google Play by optimizing metadata, visuals, and ratings.

A mobile app marketer wants to re-engage users who installed the app but never completed onboarding. Which tactic is MOST appropriate?

Answer: Sending targeted push notifications with onboarding incentives

Push notifications targeting lapsed users with clear incentives directly address incomplete onboarding without acquiring new users.

Which metric best measures the long-term revenue value of a mobile app user?

Answer: Lifetime Value (LTV)

LTV represents the total revenue a user generates over their entire relationship with the app, making it the core profitability metric.

What does a 'cohort analysis' reveal in mobile app marketing?

Answer: How groups of users acquired at the same time behave over time

Cohort analysis groups users by acquisition date and tracks their retention, spending, or engagement patterns over time.

An app's Day-7 retention rate is 15%. What does this mean?

Answer: 15% of users who installed the app are still active 7 days later

Day-7 retention measures the percentage of users who return to the app exactly seven days after their initial install.

Which app marketing channel is considered 'owned media'?

Answer: In-app messaging and push notifications

Push notifications and in-app messages are owned media because the brand controls the channel without paying a third party per impression.

What is the primary purpose of a 'soft launch' strategy in mobile app marketing?

Answer: To test the app in limited markets before a global rollout

A soft launch releases the app in select markets to gather real user data and fix issues before the full global launch.