Mobile App Marketing
Main contact

Timeline
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November 19, 2017Experience start
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December 4, 2017Project Scope Meeting
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December 8, 2017Experience end
Timeline
-
November 19, 2017Experience start
-
December 4, 2017Project Scope Meeting
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
December 8, 2017Experience end
Experience scope
Categories
Marketing strategySkills
content email google analytics seo social mediaStudents develop a user acquisition strategy for a newly launched mobile application and devise a strategy to drive more downloads and retain users overtime.
Learners
The User Acquisition Strategy report should outline the campaign and digital strategy for the mobile application, including the following:
Company Background
- Executive Summary
- Purpose of website and context for brand
- Website/landing page audit
- Social media audit
- App analytics audit
- Website objectives and how to achieve them
- Business Model Canvas
- Market analysis (SWOT and/or Competitor Analysis)
Analytics
- Digital Marketing Measurement Model (DMMM) for website and social media
- Google Analytics implementation including goals, views and filters, and reports
- Google Tag Manager implementation
Search Engine Optimization
- Complete an SEO audit
- Keyword research and justification
- On-page, off-page and technical SEO
Target Persona & Campaign
- Target audience and persona, and brand filter
- Value proposition
- Campaign idea
- Campaign marketing and communications plan
User Acquisition Strategy - Owned, Paid and Earned
Owned Tactics
- SEO audit and recommendations
- ASO audit and recommendations
- Content strategy (blog, video, social media, editorial calendar)
- Email marketing strategy
Paid Tactics
- Paid advertising - AdWords, GDN, Social advertising, YouTube
Earned Tactics
- Influencer marketing
- Guest blogging
User Retention Strategy
- Email marketing
- Push notifications
Monetization Strategy (Optional based on client)
- Paid app downloads
- In-app purchases
- In-app ads
Projections
- Traffic
- Conversions
- Revenues
Project timeline
-
November 19, 2017Experience start
-
December 4, 2017Project Scope Meeting
-
December 8, 2017Experience end
Timeline
-
November 19, 2017Experience start
-
December 4, 2017Project Scope Meeting
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
December 8, 2017Experience end
Project examples
Requirements
Students develop a user acquisition strategy to drive app downloads and increase user engagement for a newly launched mobile app. Within the project deliverables they complete audits on the app's current website or landing page analytics, SEO, ASO and social media presence. They create a campaign idea and build out various components of a digital marketing strategy including:
- Google Analytics Optimization
- SEO
- ASO
- Content
- Social Media
- Social Advertising - Facebook, Instagram, Twitter, Linkedin
- Google AdWords - Search, Display and Remarketing
- Influencer and Guest Blogging
- Push Notifications
- Monetization Strategies
Main contact

Timeline
-
November 19, 2017Experience start
-
December 4, 2017Project Scope Meeting
-
December 8, 2017Experience end
Timeline
-
November 19, 2017Experience start
-
December 4, 2017Project Scope Meeting
Meeting between students and organization to confirm: project scope, communication styles, and important dates.
-
December 8, 2017Experience end