This online course on search engine optimisation ASO (App Store Optimisation) It meets the needs of a growing number of marketing professionals, companies and entrepreneurs who require knowledge on how to increase an app’s visibility and downloads. The various app stores have very different characteristics that must be taken into account when tailoring a positioning strategy. On this course, you will learn about all the elements and strategies needed to boost the claim and the success of your app, covering both practical and theoretical aspects, alongside other elements of mobile marketing. The course offers the benefits of online learning, the latest trends and tools in ASO, together with the support and personalised guidance of the best team of specialist tutors.
Mobile Marketing and App Store Optimisation (ASO)
Digital Marketing
150 h
Introduction
Objectives
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Discover the behaviour by users when searching for an app in the App Store.
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Identify the main differences between Google Play and the Apple Store.
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Learn how to implement the main tools y strategies optimisation for the App Store.
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Increase the visibility and number of downloads of your app.
Table of Contents
TEACHING UNIT 1. FUNDAMENTALS OF MOBILE MARKETING
1. Introduction and background
2. Value creation and the stages of mobility
3. The mobile phone as an advertising tool
4. Push and Pull Campaigns
5. Categories of mobile marketing
6. Levels of interaction
7. Mobility environments
TEACHING UNIT 2. MOBILE STRATEGY
1. Design optimised for mobile devices: Responsive Design
2. Mobile and the Marketing Mix
3. Mobile strategy plan: SoLoMo strategy
4. Mobile advertising formats
5. Mobile Ad Server
6. Mobile Advertising
7. Online and mobile integration
TEACHING UNIT 3. MOBILE ANALYTICS
1. Introduction to mobile analytics
2. Google Analytics Mobile
3. Mobile Analytics vs Web Analytics
4. Tools and mobile tracking
5. Key aspects of measurement in mobile marketing
TEACHING UNIT 4. MOBILE USER
1. Mobile consumption trends
2. Prosumer
3. The Touch Generation
4. Hyperconnectivity
5. Mobile devices in the customer journey
6. Multitasking user
7. Citizen and mobile journalism
TEACHING UNIT 5. THE MOBILE MARKETING AND APPS BUSINESS
1. Traditional internet vs mobile
2. Micro-moments of consumption
3. FIT Parsing Technology
4. Mobile apps
5. App Strategy
6. App-oriented content
7. Business models in applications
8. Promotion of applications
TEACHING UNIT 6. MOBILE APPLICATIONS
1. What is an app?
2. Design and development of an app
3. Types of mobile apps
4. Business models
TEACHING UNIT 7. MOBILE SEARCH ENGINE OPTIMISATION
1. How does mobile search engine optimisation work?
2. Best practices for basic mobile SEO
3. For which search terms should we optimise our website?
4. Find out how our keywords are ranking
5. Monitoring mobile SEO and our keywords
6. Advanced SEO techniques
TEACHING UNIT 8. INTRODUCTION TO APP STORE OPTIMISATION (ASO)
1. Introduction to ASO (App Store Optimisation)
2. The importance of App Store Optimisation (ASO) in mobile marketing strategies
3. The relationship between traditional SEO, SEM, mobile SEO and ASO.
4. Key differences between Google Play and the Apple Store
5. Most downloaded categories
6. Web domains with the ".app" extension"
7. Types of apps and their impact on ASO
8. Key KPIs in your ASO strategy
TEACHING UNIT 9. FACTORS AND TOOLS OF THE ASO
1. On-metadata ASO factors on Google Play and the Apple Store
2. Off-metadata ASO factors on Google Play and the Apple Store
3. Tools for influencing ASO
TEACHING UNIT 10. KEY ELEMENTS OF THE ASO
1. ASO and keyword research
2. Sources of traffic
3. Organic and inorganic discharges
4. Visual assets from the Google Play Store
5. Apple Store visual assets
6. Rants and reviews: how to improve them
7. Conversion rate: how to improve it
8. Icon design optimised for ASO
TEACHING UNIT 11. ASO STRATEGIES
1. Visibility through traditional SEO and mobile SEO
2. ASO and User Acquisition (UA) Campaigns
3. Seasonal ASO
4. Generate downloads via social media
5. How to incorporate viral features into the app and ensure it is used regularly
6. Checklist: Step-by-step guide to ASO optimisation
TEACHING UNIT 12. LOCATION-BASED MOBILE MARKETING AND PROMOTIONS
1. Introduction to mobile promotions
2. Which products are suitable for mobile vouchers? Objectives and expectations
3. Location-based and digital proximity marketing
4. Developing mobile loyalty programmes