Mobile Marketing Mobile App Marketing Strategy 5 — Questions and Answers
Question 1: What is 'contextual targeting' in the post-ATT mobile advertising landscape?
- Targeting users based on their device's GPS location in real time
- Delivering ads based on the content of the app or webpage being viewed rather than user identity data (Correct answer)
- Using lookalike modeling from a first-party CRM list
- Targeting users who have previously installed a competitor app
Correct answer: Delivering ads based on the content of the app or webpage being viewed rather than user identity data
Contextual targeting uses the surrounding app or content environment to infer user intent, avoiding reliance on personal identifiers that ATT restricts.
Question 2: A fitness app's NPS survey scores drop significantly after a major UI redesign. What is the recommended next step for the marketing team?
- Increase paid acquisition spend to replace churned users
- Analyze NPS verbatim feedback to identify specific pain points and coordinate with product to address them (Correct answer)
- Remove the NPS survey from the app
- Launch a new influencer campaign to shift brand perception
Correct answer: Analyze NPS verbatim feedback to identify specific pain points and coordinate with product to address them
NPS drops indicate user dissatisfaction; reading the qualitative verbatim comments pinpoints exactly which changes caused friction.
Question 3: In mobile app marketing, what is the purpose of 'frequency capping'?
- Limiting the maximum number of in-app purchases per user
- Restricting how many times a single user sees the same ad to prevent overexposure (Correct answer)
- Setting a maximum daily budget on ad campaigns
- Capping the number of push notifications an app can send per day industry-wide
Correct answer: Restricting how many times a single user sees the same ad to prevent overexposure
Frequency capping prevents ad fatigue and negative brand sentiment by ensuring no single user sees the same ad more than a set number of times.
Question 4: Which of the following BEST describes 'app store A/B testing' (store listing experiments)?
- Testing two versions of the app's codebase simultaneously
- Testing different combinations of icons, screenshots, and descriptions to maximize conversion rate on the store listing page (Correct answer)
- Comparing two different pricing tiers for in-app purchases
- Running separate ad creatives on iOS vs. Android simultaneously
Correct answer: Testing different combinations of icons, screenshots, and descriptions to maximize conversion rate on the store listing page
Store listing experiments let developers test visual and copy elements of their app store page to improve the ratio of store visitors who tap 'Install.'
Question 5: A mobile game uses a 'battle pass' model. From a marketing strategy perspective, this monetization structure primarily helps by:
- Reducing the cost of user acquisition campaigns
- Increasing LTV through time-limited engagement loops that encourage both session frequency and spending (Correct answer)
- Improving the app's keyword ranking in the store
- Lowering the app's chargeback rate
Correct answer: Increasing LTV through time-limited engagement loops that encourage both session frequency and spending
Battle passes create recurring revenue and habitual play loops, directly raising session frequency and per-user revenue over a fixed period.
Question 6: What does 'user segmentation' enable a mobile marketer to do?
- Automatically update the app without store approval
- Deliver personalized messages, offers, and experiences to distinct groups of users based on behavior or attributes (Correct answer)
- Block specific users from accessing paid features
- Redistribute app traffic across multiple servers
Correct answer: Deliver personalized messages, offers, and experiences to distinct groups of users based on behavior or attributes
Segmentation divides users into meaningful groups so marketers can tailor communications and offers to each group's specific needs and behaviors.
Question 7: Which metric measures the percentage of users who complete a desired action (like registration) divided by total users who started that flow?
- Retention rate
- Funnel conversion rate (Correct answer)
- ARPU (Average Revenue Per User)
- DAU/MAU ratio
Correct answer: Funnel conversion rate
Funnel conversion rate tracks how effectively a specific multi-step flow (e.g., onboarding or checkout) converts starters into completers.
Mobile Marketing Mobile App Marketing Strategy 5
What is 'contextual targeting' in the post-ATT mobile advertising landscape?