4 Marketing Mistakes That App Developers Make and How to Avoid Them

02 Jul 2014
by Admin

The day has finally come. You have been working on a brand new mobile application that is designed to fulfill a certain need for mobile users. The final touches have been added, and the product has been completed, it’s ready to be sent out into the world.

Once an application has been approved and listed in the marketplace, surely thousands of people will find it, buy it, and send a wave of cash to your doorstep, right?

Unfortunately, it’s not that simple. You accomplished one milestone by creating the application but now you must learn how to market the application to get the ball rolling. There are a few rare cases where an application had the ability to go viral on the marketplace. But in most cases, applications need to be advertised. Marketing campaigns need to be created which are dedicated to this one specific application.

A lot of app developers are blinded by the idea that making money developing applications is a simple process. They’re in a hurry to publish the application because they expect that as soon as the application is published they’ll be rich. The hurried mindset often distracts them from considering vital steps such as marketing. It’s not enough to create an amazing application. You’ll have to spread the word about the new application as best as possible to encourage people to buy the application. The same rules apply for any new service or product.

Unfortunately, app developers make quite a few mistakes when it comes to marketing. We’ll discuss some of these mistakes (so you’ll know what to avoid) and provide more effective solutions.

Common APP Marketing Mistakes: 

Here’s a list of top four marketing mistakes that app developers make. Learn to spot these mistakes and you’ll be able to create an application that sends plenty of cash to your doorstep.

1. Failing to Create an Effective Marketing Plan for the App.

This is one of the most important points to remember when it comes to creating a successful app. Too many app developers fail to create a marketing plan for the product and have to waste time creating a plan when they already have a finished product. Think ahead; don’t create a product without a marketing plan. You want to transition from each step in the business model smoothly. If you fail to complete one step, it’ll stall the process, and the results won’t be as close as you thought. And that’s why it’s important to create the business plans before you start working on the business. You should create a marketing plan at the beginning of the process, before you start developing the application.

It’ll keep the public awaiting the release of the application and it’ll motivate you and your team to work towards releasing the product. Because, if there’s already advertisements, billboards, and commercials circulating regarding your unfinished product, you’ll be pressured into completing the product.

2. Failing to Create App Features That Intrigue Users

There are hundreds of thousands of apps in the mobile marketplace. How many of these apps are used on a daily basis? Not much. In fact, it has been estimated that 90% of people who download a particular app will uninstall the app after a period of 6 months. Does that have to be the case? No.

There are ways to intrigue users and encourage them to continue using your product for the foreseeable future. Take some time to brainstorm intriguing features that can be included into the product.

For example, social applications always do well because people are competitive. Create a game that includes your friend’s scores, and I guarantee people will keep this app on their phone for as long as possible. People like to compete with each other, include some competitive features and elements into the application, and it’ll intrigue users. The best way to do this is to create an application that solves one particular problem.

3. Failing to Gather Feedback from Fans

How many apps have you noticed in mobile marketplaces that have a rating of one out of five stars?

There’s a lot out there. Mobile marketplaces such as the Apple Store have made it easy for users to leave reviews on various applications. But do app developers read the reviews and take the feedback into consideration?

As an app developer, it’s important to always collect feedback and work towards creating a better product. One way to do this would be to utilize an existing asset. In other words, if you own a website and already have a collection of loyal fans, ask the fans for advice on what features to include into the app. The feedback could be priceless. Not to mention the fact that if you design an app for a pre-determined group of fans, it’s almost guaranteed that they’ll purchase it.

4. Failing to Select the Right Monetization Methods

Most people assume placing a price-tag on an app is the best way to generate revenue from that particular app. However, in most cases, the opposite is much more effective.

One simple way to understand this concept is to think about what you, on a personal level, would prefer. Would you purchase an app for the default price of $0.99? Or download it for free?

Most people would select the second option. There are thousands of applications being sold for $0.99 and most people are not sure if the app is what they’re looking for in the first place. People want to test out an app before handing over cash. Therefore, it’s often much more beneficial to avoid placing a price tag on the product. Remember, a price-tag is not the only way to earn revenue from an application. There are two other ways which are often much more effective.

Monetizing a Mobile Application

In-game purchases are one of the leading revenue sources for most applications. Create a product with intriguing features and additional premium features that can be purchased. It’s one of the most effective ways to earn money with applications. But that’s not all.

The last monetization technique would be in-game advertising. In other words, ads that are placed somewhere within the area of the application. There are several mobile ad-companies that pay per impression and per click much like the ad companies that can be found on a regular website. Get enough people to view those ads and the ad company will compensate you. Most people don’t mind an occasional ad or two.

So when it comes to developing an application, it’s important to plan the entire process in detail before beginning the journey. Make sure there’s a marketing plan in place, decent intriguing app features, monetization methods, and built from the feedback of loyal fans. Most importantly, don’t rush the process; take it a step at a time.

Remember these four points and you’ll be well on your way to creating an incredible successful application.

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