Mobile Marketing Mobile Marketing Strategy Flashcards

What is the main strategic benefit of using a mobile Customer Data Platform (CDP)?

Answer: Unifying customer data from multiple channels to enable personalized mobile experiences

A CDP consolidates first-party data from all touchpoints into a single customer profile, enabling highly personalized mobile marketing at scale.

Which mobile marketing strategy segment targets users based on how they have previously interacted with a brand's app or website?

Answer: Behavioral targeting

Behavioral targeting uses past actions — such as pages visited, content consumed, or items viewed — to serve relevant ads or messages.

A mobile marketer wants to reduce Cost Per Install (CPI). Which tactic is most directly effective?

Answer: Optimizing ad creative and targeting to attract higher-quality audiences

Refining ad creative and audience targeting reduces wasted impressions and attracts users more likely to install, directly lowering CPI.

What distinguishes a 'mobile wallet' marketing strategy from standard mobile couponing?

Answer: Offers are stored in the device's native wallet app (Apple Wallet or Google Wallet) for easy access

Mobile wallet passes are stored natively on the device and can send lock-screen notifications, providing frictionless access compared to app-specific coupons.

Which analytical approach helps mobile marketers understand the long-term behavior of users acquired during the same time period?

Answer: Cohort analysis

Cohort analysis groups users by acquisition date and tracks their behavior over time, revealing retention patterns and LTV by acquisition source.

In the context of mobile programmatic advertising, what is a Demand-Side Platform (DSP) used for?

Answer: Allowing advertisers to buy mobile ad inventory automatically across multiple networks

A DSP enables advertisers to purchase and manage mobile ad placements in real time across multiple publishers through a single interface.

When developing a mobile marketing strategy for a global audience, which factor is MOST critical to address first?

Answer: Device fragmentation and varying network speeds across target markets

Device fragmentation and connectivity differences directly affect whether users can access and use the mobile experience, making technical compatibility a foundational concern.