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The 5 Pitfalls of Mobile App Marketing

Atman Rathod
Atman Rathod

CEO's need to note these the fundamental don’ts of modern app marketing.

Human beings most often keep doing things that worked once. It is true for almost every facet of life. Similarly, in businesses, we embrace a strategy that worked successfully a few times.

This is how we give priority to tried and tested strategies. But this approach of repeating a tested and tried strategy again and again to drive growth no longer seems to have all the answers. Modern businesses, especially the ones looking for digital exposure such as mobile presence need to incorporate out of the box approaches to stand out of the competition.

In the context of mobile apps, besides remaining open to innovation and out of the box approaches you only need to stay clear of the common marketing pitfalls that already had a negative impact on so many others. Just when leaders are trying to push for the transformation of mobile app marketing with strong fundamentals, besides taking note of the latest app development tips they also need to take care of the below-mentioned pitfalls or mistakes. 

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1. Non-alignment of the app with the shopping experience

Often while unrolling apps businesses forget to give attention to maintaining a consistent shopping or brand experience throughout the website, mobile app, the in-store experience and other channels. If your app looks like a completely new entity without any continuation of the shopping or brand experience the business is known for, there are serious problems.

A recent study by Apadmi shows that while 11% of consumers in the U.K. downloaded apps of their favorite retailer brand, 59% of these app users feel that the user experience of the app does not align with the online or in-store shopping experience of these retailer brands. This clearly shows that a brand-specific experience across channels is key to successful app marketing.

2. Dull onboarding experience

As most mobile users are increasingly becoming victims of certain user behavior patterns and mannerisms, ditching these common user behavior attributes and making your app discoverable remains a big challenge. According to Forrester Research, UK smartphone users spend 89% of their in-app time on five leading apps, including Facebook, WhatsApp, YouTube, Stocks and Maps. That dominance is among the biggest challenge for most app marketers. It is especially challenging for apps with a small marketing budget. [Interested in mobile app development software? Check out our reviews and best picks.]

In these circumstances, out of the box approaches play a crucial role in driving traction and engagement. For any average app, the vast majority of users (around 60% of them) become inactive within the first 30 days, as per a report of Localytics. On the other hand, a study by Quettra shows that for the first three days users generally remain active and the activity rate drops by 77% after this initial period. So, the most important consideration for app marketers should be great onboarding experience coupled up with exceptional ease of use and instant gratification for users to do things they intend to do.

3. Not aligning everyone in the company with the goal

If a company tries to push for digital transformation in-app marketing, the first objective should be selling the product convincingly to your own company people starting from the top brass down to the field executives. Whether you can bring all your manpower behind the app marketing goal matters a lot for your committed effort.

The digital transformation just doesn't happen when you look at your own app as a saleable product while continuing with your own choice of apps from other competitors. You first need to use the app as an irreplaceable tool for your needs and find where the app can further be developed better. When you can align the whole company as an integrated team behind the app, developing it over time and marketing it as a useful tool will be easier.

4. Lack of personalization

If one particular aspect took over the app development and app marketing with a transformative potential it is nothing but the personalization of the apps. Because smartphones are tremendously personal devices, most users love to be catered with personalized elements. From personalized contents to custom design elements to allowing users a lot of freedom with in-app ads and notifications, personalization of user experience will continue to dominate the app marketing.

So, if your app is still providing “one-size-fits-all” type of user experience to the users, you are risking yourself to be ignored. As the users’ interests are more varied and as so-called “common interests” no longer stands true to user preferences, you need to focus on utilizing all possible ways to personalize the user experience. For instance, you can allow your users to choose the preferred type of notification messages and their timing and you can personalize a product page or allow them to opt for contents that they want to see first.

5. Not counting on the existing customer base

If you are a business with an established customer base, an app representing your brand should give priority to your existing customers first. Having a loyal customer base for your business brand gives you great mileage ahead of others. As an app marketer, you should capitalize on this first.

In the beginning, try to market your app to your customer base and allow them to keep in touch with your business throughout the day. Do the necessary to provide great customer service and to listen to your customer queries. A new app can bring a lot more delights to your existing customers in terms of user experience and give your business a boost.


Image Credit: The Yooth/Shutterstock
Atman Rathod
Atman Rathod Member
Atman Rathod is working as the Co-Founder at CMARIX TechnoLabs, a leading web and mobile app development company with 13+ years of experience. He loves to write about technology, startups, entrepreneurship and business. His creative abilities, academic track record and leadership skills made him one of the key industry influencers as well.