Select two reasons why a finance company might invest in app promotion. Select the best answers.
To determine if the app is useful
To increase user engagement with the app
To help users discover the app
To drive phone calls to customer service
Explanation
Analysis of Correct Answer(s)
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To help users discover the app: This is a fundamental goal of app acquisition. A finance company uses app promotion campaigns to reach potential new customers across Google's network (e.g., Google Search, Google Play, YouTube). The primary objective is to drive installs by making the app visible to users who are looking for financial management tools, thereby expanding the company's user base.
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To increase user engagement with the app: Beyond just installs, it's crucial that users actively use the app. App engagement campaigns are designed to re-engage existing users who have already installed the app. For a finance company, this means encouraging valuable in-app actions like setting up direct deposits, applying for a loan, or using budgeting tools. This increases customer retention and lifetime value.
Analysis of Incorrect Options
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To determine if the app is useful: App promotion is not a method for testing an app's utility. An app's value and product-market fit should be established through user research, beta testing, and analytics before a significant marketing investment. Promoting an app that isn't useful is an inefficient use of budget.
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To drive phone calls to customer service: This is generally an undesirable outcome for a finance app. A key purpose of a financial services app is to provide self-service functionality, which reduces operational costs associated with customer support calls. An increase in calls often signals a problem with the app's user experience, not a successful marketing campaign.