Mobile App Marketing

Written by Logan Merrick

CHAPTER 5:

Your Control Framework

The last part of mobile app marketing tips is control. This comes down to how you manage your campaign and the individual tactics.

This is the part that makes app marketers sweat. It requires discipline, organisation and commitment.

In this step we’ll cover:

– Analyse and measure performance

– Pivot or persevere

– Tweak & redeploy

5.1 Analyse and Measure Peformance

How do you know that your campaigns are working? You need full insight into which tactics are giving you the best return on investment, which you need to tweak and which you need to drop.

Here are the metrics you need to keep an eye on:

– Tactics bringing in the most downloads

– Tactics bringing in the best quality users

Make it your mission to learn about how to measure the success of your app.

5.2 Pivot or Persevere

At the end of every week/month when you review your marketing data you will need to decide whether you’re going to pivot or persevere.

What is a pivot?

A pivot is a slight change in direction. You may decide to change the message because the message you’re using isn’t working. Or you might try some new channels to find out if other channels perform better.

You might also decide to pivot on the strategy. Perhaps the people you thought were your target audience turn out to be uninterested in your product/offering. In this case you would test the market again with new assumptions about your target audience which takes you back to Chapter 1: Get Crystal Clear On Your User.

Or lastly, maybe the structure is wrong. In this case you would pivot on the product/service and go through a redesign. Before this you will need to collect more data about your ideal customer and dig into why they didn’t like the last structure.

This is a natural process in a app marketing campaign and you shouldn’t be afraid to make the decision to pivot if it’s needed.

What does it mean to persevere?

Effectively the opposite to the pivot. Persevering means to stay with the current strategy, tactics and structure.

5.3 Tweak & Redeploy

You can persevere with the structure, strategy and tactics, but still make tweaks.

You may tweak the structure to improve user engagement. Or tweak the strategy based on new research on your customers. Or you might tweak the tactics you’re using to get a better result.

I would suggest you adopt a “How can I do it better” mindset and focus on constant and never-ending improvement of your product. This is the secret sauce that makes great companies.