Identifying key performance indicators for marketing strategies in mobile applications: a systematic literature review

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2020-04-28 DOI:10.1504/ijemr.2020.10029015

Ana Reyes-Menéndez, José Ramón Saura, P. Palos-Sánchez

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引用次数: 5

Abstract

In practice marketing can and should play an important role in mobile applications when formulating marketing strategies. The aim of this article is to identify the main KPIs to measure the effect of marketing strategies in mobile applications. To achieve this goal, we carried out a systematic literature review (SLR) on the topic of mobile applications and marketing strategies. The search terms consulted in the databases were KPIs, marketing and mobile applications obtaining a total of n = 1,088 studies. The databases consulted to extract data where Scopus, PubMed, PsyINFO, ScienceDirect and Web of Science. The results obtained in this research were the identification, development and analysis of the main quantitative and qualitative KPIs to measure the effect of marketing strategies in mobile applications. Furthermore, we name the main scientific journals developing further studies on this subject, as well as on the most relevant topics within the industry. The results of the research can be used to enhance mobile APP marketing strategy analysis and thus, enhance their development, both in the scientific and the professional sectors.

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确定移动应用程序营销策略的关键绩效指标:系统的文献综述

在实践中，市场营销可以而且应该在制定营销策略时在移动应用程序中发挥重要作用。本文的目的是确定衡量移动应用程序中营销策略效果的主要KPI。为了实现这一目标，我们对移动应用程序和营销策略进行了系统的文献综述。数据库中查询的搜索词是KPI、营销和移动应用程序，共获得n=1088项研究。查阅数据库以提取Scopus、PubMed、PsyINFO、ScienceDirect和Web of Science的数据。本研究的结果是识别、开发和分析了衡量移动应用中营销策略效果的主要定量和定性KPI。此外，我们列出了对这一主题以及行业内最相关主题进行进一步研究的主要科学期刊。研究结果可用于加强手机APP营销策略分析，从而促进其在科学和专业领域的发展。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.