The pervasiveness of mobile is well understood by mobile developers and marketers. Globally, there are more than 5.20 billion unique mobile internet users.
So, do you think it’s easy to succeed in an application-driven world?
Having an app is fantastic, but marketing is also crucial. As a result, having a well-thought-out mobile marketing strategy is vital for staying ahead of the competition and ensuring that users return to your app. There are several mobile marketing pitfalls to avoid if you want to create an effective mobile app marketing strategy. In this article, we are going to highlight what are those pitfalls? But first, let’s familiarize ourselves with
What is Mobile Marketing?
Mobile marketing is a multi-channel internet marketing approach that uses a website, email, SMS, MMS, social media, and mobile applications to target a specific audience on their smartphones, tablets, feature phones, and other handheld devices.
Over to Mobile Marketing Pitfalls, You Should Avoid in 2022
Not having a clear marketing strategy
Creating a marketplace app and releasing it on the app store is only the beginning. In the marketing world, operating without a defined marketing strategy is akin to shooting in the dark. Whether you realize it or not, the majority of successful apps in the app store are those with well-defined marketing strategies. In today’s world, competition is fierce, therefore you’ll need to figure out answers to these questions if you want to stand out.
- Who are your real customers?
- What are their requirements?
- What do they do, where do they go, etc.?
Following that, you must devise marketing strategies and campaigns for them, as well as determine which ones are most effective in getting your apps downloaded and used.
Ignoring analytics
When you’re ready to market your app, you have a hazy grasp of your customers’ genuine needs because you built it on assumptions. You must convert those assumptions into facts for making your mobile app to be a huge success. This is where analytics can be really helpful or beneficial to you.
Most of the time, users have questions, complaints, or suggestions about the usability of your app that they can’t or don’t want to tell you directly. They’ll do a variety of things on your app, and by installing tracking software, you can keep track of them all. Analytics will help you uncover these truths, which will offer significant value to your company. Thus, analytics should always be a top focus in any marketing strategy.
Making the mobile experience similar to desktop
As a marketer, you must recognize that the mobile experience is not the same as the desktop experience, nor is it simply a scaled-down replica of the desktop. Mobile users have less time since they have so much to do at their fingertips. They want to get things done quickly, therefore your app should do more than just open your mobile site.
Make sure your app isn’t overburdened with superfluous information and has significantly less content than your website.
Undermining the importance of ASO
App store optimization (ASO) is the practice of increasing exposure and discoverability by optimizing your app’s sales page. Each platform has its own set of features and guidelines. However, neither Google nor Apple have fully disclosed the workings of their respective stores, and have given very little information about search volumes and competition. As a result, ASO is still a guesswork procedure. It is a long process that does not occur overnight.
Therefore, in ASO, running test-measure-iterate cycles is critical to success. During testing, focus on the two main components (CRO)- Conversion rate optimization and KO- (Keyword optimization), as they hold the most weight in the ASO algorithm for assessing relevancy.
Not customizing the app for a specific platform
You should be aware that app stores such as Google Play and Apple are distinct from one another, and what works for one platform may not work for the other. The bulk of apps are tailored to a single platform and used across several platforms with no customization.
It’s possible that this will result in low engagement and uninstalls. Take your time to learn how each platform operates and tailor your app properly. This can be accomplished through ASO principles (which vary by platform), graphic elements, creatives, and even metadata descriptions.
Conclusion
To sum up, mobile marketing is not a one-time activity; rather, it is a constantly evolving process that continues till your product is available on the app store. You must add and retain users. Customer preferences and market dynamics evolve, and so should your marketing strategy. If you’re seeking mobile app development services for your company that follow industry best practices, our team at Stellar Digital can assist. Simply reach out to us at StellarDigital.in, and you’ll be on your way to finding the best solutions.
