How to allocate mobile web vs mobile app install marketing budgets

How do you decide how much to spend on mobile web marketing and how much to spend on mobile app install marketing?

You have a limited marketing budget and you want the most return out of it. You want immediate ROI, sure, but you also want to set yourself up for the long term by enhancing and growing owned assets.

And … you want to know: should you focus on app installs, or one-off product sales?

A large business-to-consumer TUNE client recently asked me this question, wondering if there are industry standards or benchmarks around this. Sadly, they don’t really exist … but there are guidelines that can help enterprises and brands navigate challenging mobile marketing waters.

Here’s how I answered …