BUZZWORDSIMPORTANT

MOBILE MARKETING

- Explained -

10

ASO-App Store OptimizationThe process of improving the visibility of a mobile app(such as an iPhone, iPad, Android, or Windows Phoneapp) in an app store 1

Explanation: Essentially SEO for the app store - how yourkeywords are aligned with your target audience's needs

Tip: ASO should be updated every 2-3 weeks, and shouldbe based on heavy keyword and target market research.Don't take it lightly.

Organic InstallsApp installs that are driven through non-incentivized methods

Explanation: Organic installs are based on discoverythrough in-store browsing or outside-store methods (blogs,PR, news articles).

Tip: The key to organic installs is proper ASO, greattraditional desktop marketing, and increased shareabilitystrategies.

LocalizationKeywords that are optimized for a specific geo-targeted demographic

Explanation: Sometimes geographic areas have differentlanguage requirements and keyword effectiveness. Also, forgeocentric services, it might be beneficial to have keywordsrelating to a city of group of cities.

Tip: The best practice is to find your target demographicand perform thorough research to identify the most usefulwords they would use to find your product.

Visibility

Explanation: Your app's visibility is dependent on multiplefactors, but is mainly dependent on proper keywordselection and the velocity of downloads you receive.

Tip: The best way to increase your visibility is with a high velocity of downloads from ASO, good reviews and ratings,shareability and ad networks.

The visibility of your application in the app store(s) - thechances it will show up in search.

Virality - Viral Marketing

Explanation: This is how customers share your applicationwith their family and friends through word of mouth andsocial networks.

Tip: This starts with having a product that people enjoy, andthen helping your customers share your product on socialnetworks.

Marketing techniques that use pre-existing social networkingservices and other technologies to try to produce increasesin brand awareness or to achieve other marketing objectives

Retention Rate

Explanation: This is the best way to measure how happycustomers are with your application. Below 10% and youhave problems, 30% is okay, and above 50% is great.

Tip: The retention rate is typically dependent on having agood product, and great UI/UX. Use Flurry or Mixpanel asanalytics tools to measure retention rate.

Typically measured as the "Rolling retention rate" which ismeasured by the number of customers that returned to theapp after 30-days of installing the application.

CPI - Cost Per Install

Explanation: The typical CPI is between $1.00 - $3.00,depending on the app category and the level of granulartargeting. The more competitive a category, the more it willcost, with gaming being the most expensive.

Tip: First work on the ASO and retention rate beforespending on advertising, otherwise it will be wasteful. Onlyuse advertising sparingly, proper ASO and growthmechanics should do the rest.

The cost per installation when paying for mobile advertising

Funnel Analytics

Explanation: This is the customer process step by stepfrom installation to the end goal for your application goal-typically in-app purchase. Measurement of drop off rates ateach step are important to understanding user pain-points.

Tip: Detailed data analysis is important to find UI/UXsolutions to retain customers at every step of the process

The path that users are most likely to follow to achieve theconversion of a goal *2

ARPU - Average Revenue Per User

Explanation: Total revenue divided by the number of usersover a given period of time - typically one week, or onemonth

Tip: The best way to maximize your ARPU is by finding highvalue users - typically through highly targeted organic users

A commonly used term to measure the average revenuegenerated by a user *3

LTV - Lifetime Value

Explanation: This is the important long term view of thevalue of a customer in order to focus on the sustainability ofyour revenue stream, and to find high value customers

Tip: The best way to find high value customers is throughidentifying your target market and finding the best way toreach those customers - proper ASO is typically the bestroute.

The lifetime value of a customer using your application

References:

2: http://www.onbile.com/info/google-analytics-funnels-definition/

3: http://www.mmaglobal.com/files/glossary.pdf

1: http://en.wikipedia.org/wiki/App_store_optimization

Tools:Flurry: http://www.flurry.com/

Mixpanel: https://mixpanel.com/

Presentation By: Brandon Reim

For more information,please visit us atMobileaction.co !