Chapter 9: Smartbook

What is important for mobile marketers when providing content for their app?

- Creating a content strategy that resonates well with consumers. - Creating a content strategy that meets the needs of consumers

What is important for mobile marketers to consider when incorporating personalized content into their app?

- Getting too personal may be considered an invasion of the consumer's privacy. - Tracking a consumers types and timings of purchases can enable an organization to send a reminder about those types of purchases at those known times.

Which of the following are true about text message marketing?

- It can involve selling products and services, offering promotions, and providing customer service. - Timing is an important consideration when sending text messages.

In order for a mobile app icon to effectively represent an organization's brand, which of the following should be characteristics?

- allow consumers to connect with and remember it - enable consumers to associate the icon with what the app does

In order for a mobile app icon to effectively represent an organization's brand, which of the following should be characteristics?

- be consistent with the organization's marketing - enable consumers to associate with the brand through the icon

Which of the following is a way that mobile marketing can increase brand awareness?

- by creating a well-designed mobile app icon - by using the brand name or logo conspicuously on or as the mobile app icon

Which of the following are ways that mobile marketers can increase conversion and sales?

- by offering purchasing capabilities within apps and in-app advertising - personalized text messages based on past purchases

Which of the following are ways to effectively promote a mobile app?

- create videos on social media platforms that lead to mobile app pages - create a blog that talks about the benefits of the app

app store optimization (ASO)

- highlights of the app's key features - discussion of its ultimate value

Which of the following are considerations regarding which mobile app store marketers should choose to offer their app through?

- how the app store displays categories of apps - which platform they will use for their app

Which of the following are ways an organization can maintain a low uninstall rate?

- listen to consumer feedback - partner with mobile phone companies or related organizations to pre-install their app on devices

Which of the following are benefits of mobile apps for customer service?

- the ability for the consumer to provide feedback and suggestions - the ability to perform certain customer service-related activities with minimal clicks

Which of the following are important for mobile marketers to consider when creating content within their app?

- use a progress bar that indicates to a consumer how far they are within a process - use hyperlinks to provide longer content

Match the mobile app feature with the appropriate description: Targeted push notifications

A feature that sends messages to consumers based on a mobile app strategy or the consumer's behavior.

Match the mobile app feature with the appropriate description: Mobile chat

A tool that, through conversation, can help consumers through a conversion process and provide customer service through the app.

Match the mobile app feature with the appropriate description: Social integration

Allows consumers to use a social media platform to sign up for an app.

Match the mobile texting analytic with the appropriate description: Delivery speed

How much time it took for a text message to be received.

What is the most important characteristic of content within apps?

It should be concise.

Which of the following are common geo-targeting strategies?

Location-based mobile ads Location-based push notifications

Match the mobile app feature with the appropriate description: Device synchronization

Makes certain data or information on devices remain identical in more than one location.

Which of the following is an element of mobile marketing that increases brand awareness?

Mobile app icon

Which of the following are mobile-relevant factors that a mobile marketer can use to target consumers specifically?

Mobile operating systems Mobile-app engagement

Which of the following are technologies used in geo-fencing?

Mobile-device location services Global Positioning System (GPS)

Which of the following are common ways that mobile marketing can provide value to consumers?

Text message campaigns Mobile apps

Match the mobile texting analytic with the appropriate description: Conversion rate

The number of conversion actions taken divided by the number of text messages sent, multiplied by 100.

Match the mobile texting analytic with the appropriate description: Mobile text click-through rate

The percentage of clicks from a mobile text message compared to the number of text messages sent.

Match the mobile texting analytic with the appropriate description: Delivery rate

The percentage of text messages successfully delivered.

When considering consumers who may not be able to hold a phone or have difficulty seeing small screens, a mobile app marketer is addressing _________ strategies and tactics.

accessibility

What strategy is a mobile marketer engaging in if they are improving an app's visibility in a store like Google Play?

app store optimization (ASO)

Which mobile app store consideration is being addressed when the marketer is deciding on the screenshots used, descriptions, and the name of the app?

app store page

Mobile app platforms use factors such as in-app purchases, downloads, reviews and installs in determining

app store ranking.

Which of the following mobile app reviews are valuable for an organization?

both positive and negative

With regard to app store considerations and to maximize opportunities, mobile marketers should

build an app for both iOS and Android operating systems.

Seventy-one percent is the worldwide average three-month ___________ rate, with 25 percent of users deserting an app after using it only once.

churn

Which mobile app analytic is calculated by taking the number of users at the beginning of a specific time period and subtracting it from the number of users at the end of that time, then dividing that by the number at the beginning and multiplying that by 100?

churn rate

Which of the following is a mobile texting analytic that reports the percentage of clicks from a mobile text message?

click-through rate

The __________ of mobile apps increases a consumer's engagement with a brand because of the ability to engage with it at any time.

convenience

The Android apps worldwide average ______ is about $0.44, whereas for iOS it is $0.86.

cost per install (CPI)

Which mobile app analytic equals the amount an organization spent on mobile app install promotion divided by the number of installs achieved from that activity?

cost per install (CPI)

The average _______ time per session mobile app analytic considers how long a consumer spends on an app over a specific period of time.

engagement

Showing what aspects of an app a consumer has visited, revealing their journey is provided by a ________ analysis.

flow

Which of the following is a location-based targeting strategy that creates a virtual boundary in order to make content available to those consumers in that area?

geo-fencing

If a consumer walking past a store receives a push notification on their mobile device about how many points they have to spend there, what strategy is the mobile marketer implementing?

geo-targeting

What objective is a mobile marketer addressing if they can provide answers to common questions in a mobile app?

improving customer service

Free gaming apps or freemium services rely on ______ advertising that alerts customers through display, video, or native ads within the app.

in-app

Which of the following is a way mobile marketers can directly increase conversion and sales?

in-app advertising

Which marketing objective is addressed when a consumer stays with a mobile app because of convenience and relevant incentives?

increased retention

Which customer experience (CX) design strategy is being implemented when a marketer considers the use of space and implementation of sound?

interaction design

The number of times a consumer is opening an app each day is part of the average daily app _________ analytic.

launches

Automatic speech recognition and magnification and contrast options are aspects of which mobile app strategy?

mobile app accessibility

When considering whether to build a mobile app in-house or through an outside service, what mobile strategy or tactic is a digital marketer addressing?

mobile app development

Which mobile marketing strategy is addressed when a marketer creates video to be featured on a social media platform that points to mobile app pages?

mobile app promotion

What aspect on a mobile app store might include a number based on the perceived value of an app to a consumer?

mobile app ratings

Which mobile app analytic is calculated by dividing the daily active users (DAU) by the monthly active users (MAU) and then multiplied by 100?

mobile app stickiness

What aspect of a mobile marketing plan is addressed when designing the mobile app icon?

mobile marketing strategies and tactics

What mobile app promotional strategy is a marketer using if they show ads to consumers who have previously connected to an app?

mobile retargeting

A key mobile-relevant factor in targeting consumers is considering the amount of time a consumer spends on their mobile app or their

mobile-app engagement.

The promotion of a ______ strategy is critical to a mobile marketing plan and should cover all mobile aspects of a marketing strategy, including web, social, mobile apps, mobile texting, among other aspects.

mobile-first

Following the sequence in which a consumer has visited different parts of an app is part of which mobile app analytic?

navigation paths

What percentage of transactions online are now completed through mobile technologies?

over 40%

What type of mobile marketing content is being used if a consumer receives a reminder about a purchase at a time they have purchased it in the past?

personalized

App store ________ are the results of a variety of factors determined by the mobile app platform such as engagement, reviews, and usage.

ranking

In order to increase app install rate, marketers can promote to consumers who have connected to an app in the past. This is known as mobile __________ strategy.

retargeting

A good mobile app ___________ rate, the percentage of consumers who use an app over a length of time is 20% although much higher for an app used on a daily basis.

stickiness

A good mobile app ____________ rate, the percentage of consumers who use an app over a length of time is 20% although much higher for an app used on a daily basis.

stickiness

Which of the following are key considerations when developing a mobile app?

target market purpose of the app

A mobile marketing alternative to launching a mobile app for a small business is ________ marketing.

text message

Which of the following are factors that increase the chances that a consumer will find an app through an app store search function?

the promotional text the primary category the app is listed under

In order to maintain a low ________ rate, an organization must avoid the consumer getting annoyed with an app, losing trust with it or getting rid of it because of poor loading times, among other issues.

uninstall

Which customer experience (CX) design strategy is being implemented when a marketer ensures that the app is accessible and not difficult to use?

user interface

In order to boost consumer participation and engagement, some apps allow ________.

user-generated content (UGC)

For companies to be strategic about selecting mobile app features, they should look for those that are __________ features, such as a mobile chat that enables consumers to chat with a company's customer service agent.

value-based