Six years ago, we didn’t really know what apps were and how they would change our lives. We are now in 2014 and more than 1,000,000 different Apple apps have been downloaded more than 50 billion times. The mobile application stores are still growing and the importance of visibility and ranking is getting more and more important in the app marketing plan. Aiming for a top 10 position in the listings of the different app stores is one of the key drivers.
If your app is published, app marketing immediately begins and many pitfalls show up around the corner. We have gathered the five most common and interesting ones to consider when you put your app in a store.
First of all you might think that if the app is ready, everybody wants it. App marketing is requested in any case, so consider it before even starting the development of an app. Development is one side of the story, making sure people use the app and download it on their device is another chapter.
Secondly, mobile devices are not the same as static desktop devices; therefore, apps should not mimic desktop features and functionality. Developers sometimes believe that consumers will want to see the same things on an app that they expect to see on the web. However, mobile devices are quite often slower than a desktop, and therefore, mobile navigation needs to be simplified and text size and fonts must be adapted to ensure a better user experience.
Mobile websites and mobile apps are definitely not the same thing. Optimizing your website for mobile use is something else than developing an app and putting it in an app store. A mobile website is simply your online website that adapts to the screen on mobile devices to allow easier viewing. The app might even provide a whole different set of options, access to different types of functionality and the ability to create interaction between the mobile device, the application and your product.
The general consensus regarding mobile app marketing is that it is distinctively different from traditional marketing and advertising. The unique type of interaction between the mobile user and the owner of the app is increasingly more important. Communication with the user via the app in real-time is proving to be vital across the marketing model. App users expect to receive instant responses to their questions so they feel like they are being heard. It is vital for your mobile marketing that you provide a proper customer service and user experience.
The first step into the marketing plan is getting your app downloaded via the store, but it doesn’t end there. Ensuring app retention is a difficult task, but one which is vital for the success of the application. Additionally marketing efforts such as running contests, or offering discounts and vouchers, have encouraged retention to some extent. Other ideas might include adding a forum, enabling social networking or offering a game from within the app.
Please take note of the points mentioned above and do not try to fall into any of these common pitfalls when you are creating your mobile app campaign. Establishing a successful mobile app campaign is not easy, but it is a necessity when it comes to having a successful application.