Mobile Marketing Mobile App Marketing Strategy 2 — Questions and Answers
Question 1: What is 'app store optimization' (ASO) primarily designed to improve?
- App load speed and performance
- Organic visibility and downloads in app stores (Correct answer)
- In-app purchase conversion rates
- Push notification open rates
Correct 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.
Question 2: A mobile app marketer wants to re-engage users who installed the app but never completed onboarding. Which tactic is MOST appropriate?
- Running Apple Search Ads for new installs
- Sending targeted push notifications with onboarding incentives (Correct answer)
- Increasing the app's keyword density in the store listing
- Launching a lookalike audience campaign on Meta
Correct answer: Sending targeted push notifications with onboarding incentives
Push notifications targeting lapsed users with clear incentives directly address incomplete onboarding without acquiring new users.
Question 3: Which metric best measures the long-term revenue value of a mobile app user?
- Cost Per Install (CPI)
- Daily Active Users (DAU)
- Lifetime Value (LTV) (Correct answer)
- App Store Rating
Correct 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.
Question 4: What does a 'cohort analysis' reveal in mobile app marketing?
- Which ad creative drives the most clicks
- How groups of users acquired at the same time behave over time (Correct answer)
- The geographic distribution of app downloads
- Competitor app ranking trends
Correct 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.
Question 5: An app's Day-7 retention rate is 15%. What does this mean?
- 15% of users made a purchase within 7 days
- 15% of users who installed the app are still active 7 days later (Correct answer)
- The app crashes for 15% of users on day 7
- 15% of sessions last longer than 7 minutes
Correct 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.
Question 6: Which app marketing channel is considered 'owned media'?
- Apple Search Ads
- Google UAC campaigns
- In-app messaging and push notifications (Correct answer)
- Influencer sponsorships
Correct 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.
Question 7: What is the primary purpose of a 'soft launch' strategy in mobile app marketing?
- To generate maximum downloads on launch day
- To test the app in limited markets before a global rollout (Correct answer)
- To bypass app store review processes
- To reduce app development costs
Correct 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.
