And a simple method to prevent them

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Image by William Iven (Unsplash)

Growth marketing for mobile apps is a young yet fast-growing business area of modern times. Its evolving pace sometimes makes marketers anxious because of the fear of missing out on the latest trick or growth hack, and because of the constant questioning of “what’s next?” that can unlock new competitive advantages. If you’re like them, you’d just want to try it right away — one simply can’t afford to wait in the world of app growth.

Yet, one simply can’t guarantee its successful execution and impact without effective planning. This applies to app store optimization (ASO) as well. …


Here’s how to adapt your ASO strategy accordingly

Table with phone and keyboard.
Table with phone and keyboard.
Image by Caspar Camille Rubin (Unsplash)

App Store Optimization, or ASO, has come a long way in the mobile industry. It is the de facto determiner of the efficiency of both organic and paid user acquisition (UA) campaigns. After all, traffic will inevitably end up in the Apple App Store or Google Play store before turning into installs.

As no (good) apps are created equal, ASO may work differently depending on the context or type of app. Such differences may range from the various categories to target demographics, but the most pronounced are the deep, stark contrasts between mobile apps and games. …


They’re misused, they’ve become misleading, and how to protect yourself from them

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Image by Nick Fewings (Unsplash)

Growth marketing is often regarded as the future of business. Various dimensions of business, from customer base and revenue to communications channels and audience size, increasingly depend on it, via systemic, scientific and scalable marketing operations. Its marks can be seen all over the Internet, be it from e-commerce, food delivery, sports, education or healthcare.

Sadly, the ubiquitous presence of growth marketing hasn’t led to its universal correct understanding. False intepretations of its most fundamental concepts have been introduced, preached and advocated uncontrollably for years. Such overuse has turned into misuse and become a plague that spreads widely and wildly…


It comes down to common sense—and using it to optimize marketing campaigns.

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Photo credit: Chang Qing

Marketing has a long history of dependency on advertising. When talking about marketing campaigns, most professionals would immediately think of ad budget, spending, and ROI or ROAS. It’s safe to say the prevailing belief about marketing is that it’s a pay-to-win game.

The same applies to growth marketing. While everyone knows data-driven performance optimization and experimentation are its core, most still tend to rely on ad spend as the first indicator of campaign effectiveness. This mindset is by no means wrong, yet it’s downplaying a critical element in the equation: Organic factors.

More importantly, their oversight often leads to the…


How to deal with their differences and tailor your strategy accordingly

An Android phone placed next to an iPhone
An Android phone placed next to an iPhone
Image by MobileSyrup

App store optimization (ASO) is complicated due to the differences and inconsistencies across platforms or app stores. What usually works in the Apple App Store often has great limitations in the Play Store and vice versa. This holds true particularly for search or keyword strategies, where 65% of installs are affected.

Yet, when it comes to keyword optimization, marketers often pay more attention to what the stores have in common, such as search volume, download intent, ranking positions, and texts or metadata, rather than their differences.

Most of them eventually fall into the trap of one-size-fits-all approaches. When keyword strategies…


Don’t override your data with your gut

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Image by Luke Chesser (Unsplash)

We’ve gone through 20% of the 21st century. It’s safe to say digitalization isn’t a new concept anymore. Things are fully or at least mostly online, and they tend to escalate in the digital direction. That’s why it’s important to keep up. Opportunities or mistakes could have tremendous effects depending on it.

At the heart of any digital strategy, there’s performance optimization. Because the impact of your strategy, positive or negative, could come at a much larger scale and faster pace in the digital world, you need to always fine-tune its performance. …


Life-changing lessons that I learned the hard way — but you don’t have to

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Image by Tim Mossholder (Unsplash)

When I first starting working in the mobile industry, I brought in an absurd amount of optimism, ideas and dreams. I was straight out of university, full of energy, and my first job was also my dream job. “Wwhat could possibly go wrong?” I thought. I then lasted for only six months before I left the company and took a dramatic turn in my career.

Two years and three jobs later, I have now ended up at one of Europe’s most established e-commerce brands, leading some of their key areas in digital marketing, with a title that contains “senior” in…


They could be blocking your app’s long-term growth — here’s how to prevent them

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Image by Yura Fresh (Unsplash)

Conversion rate optimization (CRO) is no stranger to digital marketing. For apps, it has an even greater role. As most users must visit the app store in order to install an app, regardless of the traffic or acquisition channels, it generally has only one chance to convert a visitor into a user. That being the case, it’s crucial for app store assets to be optimized for conversion.

However, the execution of CRO often falls short. Some of the common mistakes include:

  • Short-sighted attempts that go in circles: Most CRO strategies revolve around experimentation. Most experiments are developed for short-term purposes…


Which one you are will affect how you best unlock growth

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Image by ignyte

As a digital marketing professional or enthusiast, have you ever wondered what role you would ultimately develop into? What ideal-typical position in a team you would love to take? Or what direction you keep leaning towards when thinking about and executing digital marketing campaigns? If you have, you might need to figure out your kind of digital marketing archetype.

What Are Archetypes?

Perhaps the most classic, influential, and popular definition of an archetype comes from Carl Jung — a pioneer in modern psychology. In his view, human beings are grouped into and represented by 12 ultimate types of incarnations or characters based on…


And the solutions to prevent them

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Image by Stephen Dawson (Unsplash)

Digital marketing is often synonymous to data-driven marketing. This applies to mobile apps as well. Measurement, analytics and reporting operations, therefore, are crucial in-app marketing.

However, while it’s already efficient to measure and report on advertising campaigns, doing so for ad-free, organic projects remains a challenge. The reason lies at its core: App store optimization (ASO) is the centre of organic app marketing or growth, and the strategies currently employed to track, measure and report on its performance are flawed in multiple ways.

The consequences for such flaws could be devastating. You could be measuring the wrong metrics and key…

Binh Dang

Mobile growth manager by profession. Curious about many things by nature. Passionate about culture, marketing, education, innovation and games by choice.

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