Basic Guide to Getting Started with Mobile Marketing (Part 1)

Marketing in a business is crucial. In fact, it is often considered as the main weapon for a company in reaching out to the public, in order to introduce products and convince people to use their products. With the development of technology, the world of marketing also develops. In addition to the phenomenon of the shift from conventional marketing to digital marketing, the high use of smartphones in the world community has also resulted in the emergence of a new type of marketing that is more specific, namely mobile marketing.

Nowadays, many people depend on their smartphones for various aspects of life. Starting from looking for information, interacting with brand, choose the product they like, to perform various financial transactions, including buying and paying a certain amount of money for the product they choose. It wouldn't be wrong to say that mobile marketing is king. Because the use of smartphones today has surpassed other channels such as desktop with, let alone television. So, mobile marketing is the best means for brand to reach users.

In this article, we'll cover the basic steps to getting started mobile marketing which we summarize from Back to Basics - Adjust's Guide to Mobile Marketing in 2020.

Determining Marketing Objectives

Before starting a marketing activity, it is very important to determine the objectives or general goals that we want to achieve. Because with different objectives, the steps and strategies implemented will also be different. The success metrics and parameters that need to be measured are also different. Broadly speaking, there are two objectives that you can choose, namely: branding campaigns and performance campaigns.

Branding Campaigns

If our main objective is Branding, then the main goal is to increase public awareness of brand that we have. The main metrics that can be measured when we run a marketing campaign of this type are the number of times our ad appears and how many people see our ad. The pricing model for this campaign is based on views. Branding campaigns generally run programmatically in order to be able to adjust to the target segmentation and the budget they have.

Performance Campaigns

If our primary objective is conversion (e.g. product purchases, download application, or filling out a personal data form), means that what is done is performance campaigns. The metric that needs to be measured is the end result of the marketing campaign. Performance campaigns generally run through ad networks for more precise distribution. After determining the objectives, then we can then set the performance indicators aka KPIs.

KPI Settings

In digital marketing, there are lots of terms and abbreviations for metrics that can be measured and determine the success of a marketing activity, as well as a performance indicator for you, including the following.

• Active users (DAU, WAU, WANT) - total active users who used your app in a given time period (daily-daily, weekly-weekly, monthly-monthly).
• Cost per Acquisition (CPAs) - the average cost incurred to acquire one user.
• Cost per Install (CPI) - the average cost incurred to produce one time install application.
• Cost per Mille (CPM) - the average cost incurred by an ad to earn 1.000 impressions.
• Click Through Rate (CTR) - the rate of people who clicked on your ad. These metrics can also show how effective your ad appears to your audience.
• Conversion Rate - the percentage rate of users who complete the desired action (buying an item, registering, installing an application, and so on).
• Retention rate - percentage rate of users who keep using the app after a few days of installing.
• Churn rate - the opposite of retention rate, which is the percentage rate of users who stopped using your app.
• Uninstall - associated with churn rate, i.e. measuring how much the user does uninstall your applications and when they do.
• Lifetime Value (LTV) - profit prediction based on continued use of the application by users. Measurements are based on the number of users and the funds they spend in the app.
• Return on Investment (ROD) - measuring and evaluating the efficiency and effectiveness of marketing activities by comparing the costs incurred with the income earned.
• Return on Ad Spend (ROAS) - that part of the ROI that specifically measures the costs spent on advertising and the revenue generated.
• Average Revenue per User (ARPU) - Measure the average income earned from users over a certain period of time.
• Average Revenue Per Daily Active User (ARPDAU) - Measure the average income earned from daily active users. These metrics can also help you see how effective your monetization is, both from ads and in-app spend (in-app purchases/IAP)
• Re-engagement Rate - level engagement returned from users in campaigns remarketing

Determining the right KPIs for each marketing activity can have a big impact on mobile marketing. Periodic KPI analysis can also be a reference for quickly adjusting marketing strategies, for example by stopping steps that are deemed ineffective, or increasing investment in effective steps.

After the KPIs are determined, there are still several steps that you need to do when starting to run mobile marketing. We will describe the next step in next article, or you can read in full in Back to Basics - Adjust's Guide to Mobile Marketing in 2020 which you can download for free.

Disclosure: This article is sponsored content endorsed by Adjust.