If there is one thing for certain, it is the fact that it didn't take mobile very long to change the behavior of consumers everywhere. In a very short span of time, mobile has become one of the favorite tools for people's educational and entertainment needs. Today, it is used for everything from watching television and reading the news to socializing and shopping. In short, it is used for almost everything.
It is a large arena where mobile app marketers can really flourish. However, because the universe of mobile is so large and so personal, mistakes can be deadly - at least to your reputation. One wrong turn in your mobile app marketing endeavors and you can end up alienating your customers forever. They will not only ignore or show disdain for your current app, but they will continue to do so for any app you release after that one. As you probably already know, the mobile app landscape is one which can be very unforgiving.
Don't worry though, we are here to help you to avoid these mistakes. And we are going to do so by listing 5 of the biggest mistakes that can be made in mobile app marketing. Here are the mistakes you should avoid during your mobile app marketing campaign.
- Treating Mobile Design Like A Desktop
Let's get something straight right now. Mobile design and navigation isn't just a smaller version of the desktop. Yet, that is how some app designers treat it. Usually, these designers are the same ones who are commissioned to make both desktop and mobile versions of a particular program. So they make a desktop version and just scale it down. My friends, this is a mistake.
The mobile experience is quite different from the PC experience, especially in data input. It takes longer for mobile users to input data and navigate on their mobile devices than it does for a PC user. Therefore, you shouldn't present them the same interface. Instead, you should use the smaller screen to focus on what is really important and direct your user's attention in that direction. Design with the mobile user in mind at all times.
- Building An App Without A Marketing Plan
Everyone has seen and heard the success stories of apps that have exploded on the app stores and have had mega downloads. Which is all fine and good, but that really doesn't mean anything. It certainly doesn't mean that once you publish your app in the app store that it's going to be an immediate success. In fact, the exact opposite is likely to be true - if you don't take the time to immediately market your app.
You need to start marketing your app as soon as you are designing it, and you can start by proactively designing your app's keywords, title and description to be optimized for the app stores. If you start thinking of marketing as you are designing the app, then you can make it much easier on yourself and your later marketing efforts.
Another thing you need to do is develop your web presence. Build a blog, website or micro-site, or use an existing one. Let the world know that your app is coming and what they can expect it to do. Also go out there and generate some buzz on social media. Make the world curious about your app and it will have more chance at success. You just can't build it and expect the world to beat a path to your door anymore.
- Not Paying Attention To Retention
You would be wise to learn this little rhyme and keep it in mind while you are designing your app: Pay attention to app retention. Why is that, you ask? Quite simply because app retention is one of the main problems in the mobile app market. It has been estimated that 90 percent of people who download an app are gone within 3-6 months. Now that is quite a sobering figure.
Of course, you don't want your app to fall into this category. You want users to continue to come back and use it. So what can you do? First of all, you can design it to be used on a consistent basis. In order to do that however, you have to know how your customers will use your app, why they are using your app and when they are the most likely to use your app. If you can't answer these questions, then you are going to have to do some research on your potential customer base.
Aside from that however, there is another way you can assure user retention. And that is by giving your users added value. A practice which is done not only in the mobile market but in just about every market you can think of. Giving your users added value will keep them coming back time and time again. So what exactly is added value, you ask? It's anything from exclusive content and rewards to discounts on other products.
- Passing Off A Mobile Website As An App
As I was working on this article, I seriously thought about not including this step in it. That's because I thought that there is no way that app marketers could still be using the old technique of designing what is basically a mobile website launcher. That was something that was done by clueless marketers a few years ago. Certainly, this couldn't still be happening. However, I was wrong. After some careful research I found that this technique is still be used. So to those marketers, let me tell you to stop it.
Your app needs to be an app and not a launcher that will take the user to a website. If it's not a "real app", then your users are going to find one that is - end of story. It just provides a poor user experience for your customers and is just lazy. There are around a million different apps out there, so build your app to compete.
- Ignoring Their Customers
One thing you definitely don't want to do is to provide poor customer service to those who've downloaded your app. Which means that you should address your customer's complaints, problems and frustrations as they concern your app. Not providing these customers with a way to vent their frustrations (by providing a clear customer service link) or not listening to their problems and responding to them, will leave them with no alternative but to give your app bad feedback.
Therefore, it's important to give your users a clear way to contact you and to tell you the problems they may be having with your app. If you do this, then you can help prevent these customers from taking their frustrations out on your app's feedback score.