App Store Optimization (ASO) & Organic Marketing

ASO & Organic Marketing at Wunderman Thompson Mobile

With over 5 million mobile apps currently active in various marketplaces, competition for app discovery is fierce. To notch up the challenge even further, once an app is downloaded by a user, over 70% will either be uninstalled within the first few days or never used again. With that in mind, ASO, or “App Store Optimization,” should be just one facet of your mobile app acquisition and engagement strategy. It is more important than ever to take a holistic approach with a trusted partner who is agile enough to keep pace with an ever-changing landscape.

Our initial focus in marketing your app is to optimize all components of an app store listing as well as data mechanics within the app itself. The goal is to facilitate maximum discoverability, conversion and continued app engagement. Our channel strategies address ongoing engagement through notifications, email, mobile web and social interaction to position your app in ways that are useful and unobtrusive to users. We do it all through a collaborative process that involves our in-house creative, tech, strategy, and analytics leaders during each phase. We incorporate ASO and app marketing at every step of a project. Our typical tasks along the app delivery lifecycle include:


  • Market opportunity analysis
  • Identify app store category targets
  • Feature prioritization
  • URL optimization (Android)


  • Identify keyword opportunities
  • Develop in-app structured data schema
  • Enable universal linking
  • File size optimization
  • Rating prompt strategy


  • Visual listing: iconography, preview images, videos
  • Optimized descriptions with preview annotations
  • Push and in-app messaging strategy
  • GTM channel strategy


  • User review evaluation and response strategy
  • Conversion funnel modeling
  • App store listing test & learn
  • App retention test & learn

Wunderman Thompson Mobile?

Mobile consumer behavior changes at a dizzying pace. Apple and Google are quick to respond with frequent technological advancements that apps can leverage. Fortunately, these opportunities are telegraphed early to key partners like Wunderman Thompson Mobile. Our diverse skillsets allow us to synthesize changes and opportunities quickly in ways that other specialized app developers can’t. Our ‘curious technologist’ culture continually pushes the boundaries of what an app should do. But don’t just take our word for it: Apple and Google commonly feature the apps we build on their store home pages. In fact, you may have even seen some of our apps highlighted in WWDC and Google I/O keynotes.

Try Our Free ASO Audits

If you’re interested in working with us to optimize your app marketing, let us run a free ASO audit against a few of your competitors to see how you stack up. Fill out the form below or email us at and someone from our Analytics team will be in touch.