It is said that the more things change, the more they stay the same. Mobile marketing is still just marketing, with some new shiny toys. But there are some important differences that you’ll need to understand to be truly effective as a mobile marketer. In these slides, part of a free TUNE webinar, we’ll dive into the three primary stages of the mobile funnel, tactics to employ at each turn, and success stories from top brands.

1. #TUNEwebinar

2. presented by
TUNE is on a mission to make mobile marketing better for everyone. The TUNE Marketing Console solves the need
for marketers to measure their marketing campaigns, gather intelligence, and engage their audiences through one,
integrated solution. As the most adopted measurement and attribution console for the top 100 grossing apps across
iOS and Android, TUNE is trusted by teams like Expedia, Sephora, Starbucks, and Amazon. Companies like these
need accuracy and transparency with their marketing partners, which is why TUNE also uniquely provides
measurement technologies that their ad partners, agencies, and publishers depend on.
See more at tune.com/blog.

3. Marketers see an average
69%increase in installs
6 months after using TUNE.

4. tune.com/blog
LISTEN TO THE WEBINAR:
bit.ly/mobile-funnel

5. The Marketing Funnels: How They Compare

6. The Traditional Marketing Funnel
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7. The Mobile Marketing Funnel
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8. The Mobile Marketing Funnel
Until recently,
marketers
focused on the
top part of the
funnel in
acquiring new
users.
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9. The Mobile Marketing Funnel
But there is a
need to market
across the
entire funnel.
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10. Why So Important?
of users delete an app
without ever opening it
of users try an app once and
then delete it
of users try an app and
forget about it
of users try an app and use it
occasionally
of installs can be converted
into long-term and high-
engagement users
13%
22%
11%
34%
67%By optimizing user experience and delivering relevant content
to the right people at the right time, in-app marketing
drives higher engagement and maximizes each user’s value.
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11. Stage 1: Discovery

12. Stage 1: Discovery
how users find your app

13. ● Strike the right combo. Look for keywords that
have high search volume but low difficulty.
● Relevance > Ranking. While you may rank higher
for broad or offbeat keywords, they won’t help your
conversions if they’re not relevant enough for your
ideal customers to actually find them.
● Think outside the box. Generate ideas with tools
like Google AdWords, check out which keywords
your competitors use, or see what language your
users to describe your app in their reviews.
● Leverage each section. Use 3 - 5 targeted
keywords in your title, then use others in your
headline and keyword field.
Tip 1: Boost Organic Acquisition with the Right Keywords
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14. Unlock More Tips
Access all of our best tips to boost paid and organic acquisition with
ad partners, promotion channels, app rankings, ratings, reviews, and more.
GET THE FULL WEBINAR:
bit.ly/mobile-funnel
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15. Stage 2: Conversion

16. Stage 2: Conversion
when a user signs up, makes a purchase, or performs
some other desired action in response to an ad

17. ● Use technology that supports a
unified attribution methodology
● Ensure last-click attribution is employed
● Define an install as the first app open
by a user that has never seen before
● Optimize your app for search
● Avoid peak hours and days to sidestep
soaring costs
● Continually measure ROI to spend more in
the right places with the right ad partners
Tip 1: Optimize Cost-Per-Install and Cost-Per-Click
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18. Unlock More Tips
Access all of our best tips to create more targeted campaigns that drive
more installs -- all for less cost.
GET THE FULL WEBINAR:
bit.ly/mobile-funnel
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19. Stage 3: Engagement and Retention

20. Stage 3: Engagement and Retention
delivering relevant content to the right people at the
right time to maximize each user’s value

21. Tip 1: A/B Test Elements Within Segments
A/B test the effectiveness of
re-engagement messaging for
specific audience segments:
● Push notifications
● In-app messaging
● Content
● Features
● Navigation flow
“I’m going to A/B test which special offer appeals to
a segment of users more when they open the app
after being away for 30+ days. Then I’m going to
launch the better performing offer to everyone.”
10.2% conversion 4.2% conversion
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22. Unlock More Tips
Access all of our best tips to maximize the lifetime value of your users by
engaging the right people at the right time with the right content.
GET THE FULL WEBINAR:
bit.ly/mobile-funnel
tune.com/blog

23. Need an Ally in Reaching Your Mobile Marketing Goals?
Get a free trial: tune.com/sign-up
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