App Marketing Mistakes that Developers Should Avoid

The mobile industry is one of the most progressive sectors of IT. The constantly changing mobile environment demands application developers to promote their software products at a higher rate since advertisement leads to increased awareness and hence more sales and downloads. It would not be wrong to say that app marketing is the foremost strategy that software designers must chalk out before the launch of a mobile app in the market. While designing the mobile application marketing strategy, developers commit common mistakes that they should take care to avoid. Some of them are:

1. Employing less traffic sources – Developers generally use as less as two traffic sources for acquiring a new user base. In reality, there are multiple traffic sources available in the mobile app ecosystem which the marketers should explore for better sales results of their mobile applications. If these sources are not exploited, advertising of apps remain confined within the saturated and poor performing networks. Successful software marketers are of the opinion that every development firm should have a traffic plan that incorporates several app ad networks. They should also download programs based on incentives and use the services of real time bidding platforms. Working with multiple traffic sources enhances an app’s performance by more than five times and also ensures consistent flow of traffic whenever there are fluctuations.

2. Directly interacting with ad networks or relying on only the traditional ad agencies – In most cases, a mobile app development firm prefers to use the services of an advertising agency or marketing unit that is traditionally catering to rival app creation firms. This is a mistake since your apps will not be marketed in a unique way and mobile users may prefer to stick to the use of the previous software promoted in a similar fashion in the market. Also, most traditional ad agencies follow their own methods of marketing and promotion, which is sometimes in direct conflict with the objectives of an app development firm.

3. Mobile messaging and content mismatch – One of the best ways to market a mobile application is to send its downloadable link along with emails and in the form of quick response codes and text messages as part of other websites and app promotion videos. But marketers often make the mistake of not testing whether the link attached sends the user to the correct content or the link functions properly in all types of devices. The app marketer must make sure that the message and its content are matching and working effectively in all devices which are part of the promotion campaign.

4. Excessive targeting – Mobile devices track and collect information that proves useful in personalizing and targeting marketing messages. Prominent instances of these are generating the shopping preference of a mobile owner and deciphering the geographic location of a mobile device. What marketers often do wrong is they use these features to an excess and target so many customers that focusing on the needs and preferences of a single user or small groups becomes impossible. This is the reason why we recommend use of mobile technology to track the individuals of a small group and focus on the app preference patterns of users of a single platform, or those located within a short distance of about five miles. This reduces costs as well as efforts.

The above were some frequent mistakes in app marketing that developers should try avoiding.