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4 Major Mistakes in Mobile App Marketing to AVOID!

In recent years, mobile apps have revamped the way consumers spend time on their smartphones.

Traditional transactions have been replaced by deep engagement strategies, and new and innovative mobile application distribution strategies are being rolled out.

Mobile app promotion services, while effective when driven by an intuitive business, still has plenty of room for mistakes.

If your company wants to build trust, courage, and deep commitment, you will have to eliminate potential downfalls.

We live in an app-centric world, and the future of your business depends on an effective marketing strategy.

Take a look at the biggest mistakes face and find out how to avoid them:
Mistake # One: Putting too much effort into web browsers.
Sure, mobile marketing benefits from multichannel targeting, but don't prioritize converting mobile web visitors to installs unless your website is getting tons of traffic.

86 percent of the time the mobile user is dedicated to mobile applications. Only 14 percent of your remaining time is spent on mobile web browsers.

So yes, it does include the installation of banners on your website or other digital assets but align your expectations.

Most app developers see low conversions derived from the mobile web.

When it comes to engaging users through mobile web browsing, well, it's tricky.

Users are used to and prefer native applications. They hate the "inferior" experience of the mobile web (where you need to reconnect from time to time, and the UX can be very annoying).

Make sure your digital assets are mobile and optimized for different browsers or device screens, but if it makes sense to build a native app, look for affordable ways to do it.

Mistake # Two: Neglect of SMS Marketing.
Yes, SMS is "old school". It is not as innovative as new technologies and can be experienced as limited.

But, SMS marketing is still incredibly popular.

Like it or not, customers buy products, engage with brands, and communicate with company professionals through text, and prioritize companies that use SMS over all others.

The simplicity of SMS is your biggest advantage. Every operating system, device, and network supports SMS.

The barriers are low, therefore the bounces are minimal. It is a seller's paradise.

Data shows that SMS campaigns are seven times more effective than mobile email campaigns, and they are incredibly useful for mobile app distribution.

Mistake # Three: Ignoring app rating improvement activities.
Many developers are passive about how they are classified in the store.

They want to increase their score, of course, they do. They just never get to do anything about it.

They invest in paid install campaigns but don't stop to think about how a relatively low rating could hurt their chances of converting impressions to installs.

Some invest in in-app messages, asking users to rate them, but it's not enough.

The best developers are usually very serious about rating their applications.

They put significant efforts into it, and get their marketing, product, and customer service teams working together to optimize it.

They analyze the flow of users to find the best time for the “rate us” message to appear and use smart in-app survey mechanisms to ensure they only encourage positive ratings from satisfied users, while frustrated users are targeted to a customer feedback form.

Some even go the extra mile and leverage their customer support, proactively asking satisfied users to help them return their support by leaving positive feedback.

There is a clear positive correlation between your app's rating and other success factors (distribution, retention, and popularity).

When you're obsessed with your score, you're obsessed with the entire user journey: the app experience, the supporting mechanisms, and the product value.

Yes, the rating is both an indicator and a key to success. Don't underestimate it.

Mistake # Four: Treating the mobile user as a small desktop PC.
Too many vendors or app developers fail because they assume that the mobile user should be treated in the same way as a desktop user.

They just allow for similar functionality and forget to scale features to a small screen or consider differences in context.

In fact, the same people who use desktop computers also use mobile phones, but the circumstances in which they use them are very different, resulting in different needs, motivations or attention spans.

Not to mention the differences in the size of the screens and the overall UX.

Smartphone users are often on the go, in a hurry, and generally impatient.

So they can be incredibly quick to weed out sub-optimal layouts and ditch an overwhelming application format.

Don't treat your mobile assets as a duplicate of your website, and don't mistake your mobile app for a mobile website.

The right attitude would be to make a cross-device a complete experience that takes advantage of both devices.

For example, if you provide travel services, include more visuals on your website (and keep a minimal graphic load on the mobile app), but also invite users to log into the app, so that all your travel itineraries are accessible while traveling, without the need to print them and carry them in your wallet….

What's next
Mobile app marketing is a very broad field.

Incorporate distribution, retention, and monetization strategies and tactics.

It's easy to get lost in the mix.

While you can find tons of professional articles and learn amazing hacks from success stories and use cases, you must also trust your intuition.

After all, you are not only a developer or a marketer, you are also a mobile user.

As such, ask yourself the following question:

Do you sometimes prefer mobile apps over the mobile web?

Do you use SMS from time to time?

Do you consider the score when exploring new applications?

Do you use your mobile in the same way that you use your desktop PC?

Is there a difference?


Answering these questions is easy. Use it while planning your marketing efforts.