Mobile Chapter 5
mobile app metrics are _________ to mobile site metrics
similar
most willing and least willing to give location data to:
most: weather least: news
planning...
needs to be repeated with direct feedback from audience
3 axes of effective in-app advertising measurement
reach, accuracy, privacy
8 ways a user can be tracked using location-based advertising with mobile (in order of accuracy)
-*bid request* (user opens app or new page, user provided data retrieved) -*beacons* (id user location within matter of feet for instore targeting) -*gps* (10-100 meters, large scale) -*wifi* (10-100 meters, numerous targeting opportunities) -*cell antenna trilateration* (cell towers; carrier limitations, ID zip code) -*IP address* (not accurate, static device ID) -*registration data* (limited to home/work location) -*behavioral* (geo-behavior patterns infer location)
7 key considerations when marketing an app
-app store listing -pricing strategy -traditional mktg -social media -push notifs -integrating customer care and feedback loops -mobile advertising
QR code triggers
-coupon for discount -download of photo -data for vendor -phone call to vendor -visit to website
best consumer practices for push notifications
-fits into schedule -engages w relevant messages -personalizes exp -consistent w brand -delivers entertaining/engaging message -serves consumer better and better -adapts to consumer's current situation
proximity marketing benefits
-increasing potential ROI -a captured market -better relationship mktg opportunities
5 key types of mobile payment apps
-mobile apps -person to person (P2P) -phone only payments -carrier billings -remittance (money to family/friends, often in another country)
3 basic types of apps
-native: dev for specific mobile oper system -hybrid: part native, part open web; native code for installation, primary experience thru browser -mobile web: no native operating system; targets browsers
pedometer app
-offer new mktg opportunities for proximity mktg (sporting goods, health diagnostics, wellness benefits) -identify steps by using phone, wristband, watch, pocket clip, or chest strap
considerations for building/mktg app
-planning -app type -device type and operating system -platform/dev tools -promotions/mktg
mobile capabilities
-push notifs -behavioral measurement -mobile ad/monetization -location and commerce (geofencing) -customer service -AR, scanning, QR, image recognition
3 ways a developer can create an app
-write in native language of OS -license platform/tools to develop -join developer community for resources
8 steps to create QR code and promote user engagement
1. create a plan 2. source a QR code generator 3. create a code 4. test the code 5. promote code with media 6. make content shareable 7. track results 8. explore further (combine with geofencing, issue event tickets)
4 areas of app performance measurement
1. overall functionality 2. install tracking and app marketing (# of installs) 3. app analytics 4. direct user feedback
4 keys to successful marketing of an app:
1. title 2. representative images 3. accurate description 4. keywords
nearly _______ billion mobile commerce transactions will happen by 2019
200 B
QR code
quick response code: visual triggers that can be scanned with smartphone cameras
leading operating systems in the US
apple iOS, google android, windows OS, blackberry OS, samsung tizen, mozilla firefox, google chrome
t/f: QR codes are images with embedded analog info
false
t/f: customer's basic branding experience doesn't need to be consistent across devices
false
t/f: html5, css3, and javascript are languages used to develop native apps
false
one of most popular in-app measurement tools
google analytics
one of the most powerful features of mobile app services is the ability to...
know your customer's location
push notifications
lets apps update users as new content arrives; alerts mobile users
most important part of creating the app
the user experience
t/f: directions should be concise with appropriate language
true
open web apps are apps that
utilize google's browser-based operating system
before developing app, need to answer:
what is the problem your app will be solving?
to use location data, you can use:
wi-fi, nfc, geo-fencing, beacons (NOT CRM)