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4 important Mobile App Marketing Pitfalls you should avoid


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In recent years, mobile apps have revamped the way consumers spend time on their smartphones. Traditional transactions have been swapped for deep engagement strategies, and new, innovative mobile app distribution strategies are rolling out.

Mobile app distribution, while effective when powered by an intuitive company, still holds quite a lot of room for mistakes. If your company wants to breed trust, value and deep engagement, it’ll need to iron out potential downfalls. We live in an app-centric world, and your company’s future depends upon an effective marketing strategy.

Check out the biggest mistakes app marketers face, and find out how to avoid them:

Mistake # One: Putting too much effort on Web Browsers

adapting mobile web

Sure, mobile marketing benefits from cross-channel targeting, but don’t prioritize too much effort on converting mobile web visitors into installs, unless your website gets tons of traffic.

86 percent of the mobile user’s time is spent within mobile apps. Only 14 percent of their remaining time is dedicated to mobile web browsers.  So yes, include install banners in your website or other digital assets, but align your expectations. Most app developers see low conversions derived from mobile web.

As for engaging users via mobile web browsing, well, it’s complicated. Users are used to, and prefer native apps. They hate the ‘inferior’ experience of mobile web (where you need to re login occasionally, and the UX can be very annoying). Make sure your digital assets are mobile responsive and are optimized to different browsers or device screens, but if it makes sense to build a native app, find affordable ways to do so.

Mistake # Two: Neglecting SMS marketing

SMS marketing

Yes, SMS is ‘old school’. It’s not as innovative as new technologies, and can be experienced as somewhat limited. But, SMS marketing is still incredibly popular. Like it or not, customers are buying goods, engaging with brands and communicating with business professionals via text — and they’re prioritizing SMS-powered companies over all others.

SMS simplicity is its biggest advantages. Every OS, device and network supports SMS. The barriers are low, therefore the bounces are minimal. It’s a marketer’s heaven.

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

Check out this article presenting some great tips for mobile app SMS campaigns

Mistake # Three: Ignoring App Rating Boost Activities

Work on your rating

Many developers are passive about how they are rated in the store. They want to increase their rating, of course they do. They just never get around to doing something about it.

They invest in paid install campaigns, but they don’t stop and think how a relatively low rating might damage their chances in converting impressions into installs. Some invest in in-app messages, pleading users to rank them, but it’s just not enough.

Top developers are usually very serious about their app rating. They allocate significant efforts for it, and get their marketing, product and customer support teams working together on optimizing it.  They analyze their user flow to find the best time to pop up “rate us message” and use smart in-app survey mechanisms to make sure they encourage only positive rating by satisfied users, while frustrated users are directed to a customer feedback form. Some even go the extra mile and leverage their customer support, proactively asking supported users, who are satisfied, to support them back by leaving a positive feedback.

There’s a clear positive correlation between your app’s rating and other success factors (distribution, retention and popularity). When you are obsessed about your rating, you become obsessed about your entire user journey; the app experience, support mechanisms and product value.

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

Mistake # Four: Treating Mobile Like it’s a Small sized Desktop


Too many app marketers or developers fail because they assume the mobile user should be treated the same way as a desktop user. They simply enable similar functionalities, and forget to scale functions to a small screen or consider context differences.

Indeed, the same people who use desktops also use mobile phones, but the circumstances in which they are using it are very different, resulting in different needs, motivations or attention span. Not to mention the differences in screen sizes and general UX.

Smartphone users are often on the go, in a hurry and generally impatient. Therefore, they can be incredibly quick to discard designs that are not optimal, and they’ll ditch an overwhelming app format.

Don’t treat your mobile assets as a duplication of your website, and don’t confuse your mobile app for a mobile website either.  The right attitude would be to make a cross device comprehensive experience which leverages both devices advantages. For example, If you provide travel services, include more visuals in your website (and maintain minimal graphical load on the mobile app), but also invite users to login to your app, so all their travel itineraries will be accessible to them while travelling, with no need to print them and carry along in their wallet…   

What’s Next?

Mobile app marketing is a wide arena. It incorporates 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 should also rely on your intuition. After all, you are not only a developer or a marketer, you are a mobile user too.

As such, ask yourself the following question: Do you sometimes prefer mobile apps over mobile web? Do you use SMS every now and then? Do you consider the rating when exploring new apps? Do you use your mobile the same way you use desktop? Are there any differences? Preferences?

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

Sophorn is the marketing guy at  Trumpia, the most complete SMS software with mass text messaging, smart targeting and automation.

Renana is Product Marketing manager. She has years of experience in the digital marketing world, offering specific expertise in product marketing, content, UX, social media and more
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