What are the two most common reasons a finance company might choose to promote its app?
To help users discover the app.
To drive phone calls to customer service through the app.
To determine if app users have a preferred banking location.
To increase user engagement with the app.
Explanation
Analysis of Correct Answer(s)
- To help users discover the app: This is a primary goal of user acquisition. Before a customer can use a finance app, they must first find and install it. App promotion campaigns are essential for reaching potential new users across Google's properties, driving awareness and downloads. This is the first step in building a mobile user base.
- To increase user engagement with the app: After installation, the focus shifts to retention and lifetime value. A finance company wants users to actively use the app for valuable actions like checking balances, making transfers, or paying bills. App engagement campaigns are specifically designed to re-engage existing users and encourage them to perform these key in-app actions, which builds customer loyalty.
Analysis of Incorrect Options
- To drive phone calls to customer service: This is an operational function, not a primary marketing objective for an app promotion campaign. The goal of the campaign is to drive actions within the app (like installs or transactions), not to generate calls for the support center.
- To determine if app users have a preferred banking location: This falls under market research or data analysis. While this information can be a valuable byproduct of app usage, it is not the primary reason to launch a large-scale promotional campaign, which is focused on driving installs and engagement.