6 common mistakes to avoid in mobile app marketing

6 Mobile App Marketing Mistakes to Never Make in 2020

Every 2 out of 3 minutes spent online are through mobile devices. Will a mistake in mobile app marketing cost you a lot? Check it out.

Updated on :
September 23rd, 2020
Twinkle Kalkandha
Twinkle Kalkandha
Product Strategist

Thousands of mobile applications are being launched every day in both the Play Store and App Store. But how many of them go on to become famous? Maybe ten, maybe one, maybe none. You may have developed an amazing app that solves the pain point of the user but you need to market it with the same effort.

Mobile app marketing is a huge task and time taking process. Often people search rigorously on how to market an app and learn about the process. The issue comes while implementing them. A survey by Business Insider conducted in 2016, stated marketing as the most challenging aspect for an application (43%). Every company is not resilient enough to excel in such a challenge that’s why they end up committing some of the biggest mistakes in mobile app marketing.

Such mistakes are observed in apps being promoted for the first time. It could happen to you as well. Endless hours are spent fixing errors and bugs in your app, and with the first use, anyone would agree that it has a great future, but in reality, it fizzles out. Why? Bad marketing. Well, what are the common mistakes which you could possibly commit? Let’s find out.

1. Complete ignorance of pre-launch mobile app marketing

Creating a good app and not marketing it is like patting your own back. In order to make your app earn you good profits, you need an equally important and decisive strategy as you have/had for app development.

Philip Kotler

Never wait for your app to be launched and then create a plan. Would you’ve watched Avengers: Endgame without the trailer? That’s why you need a pre-launch app marketing strategy.

Before the implementation of mobile app marketing strategies, comes planning. Donate ample time before chalking out an effective strategic plan for your app. Even if it takes more time than usual, let it be, as the first step is (generally) considered the most important step. It will help you to find out how to market your app. Your app marketing plan should stress on factors like-

  • Creating awareness among your target (and more) customers
  • Establish communication with your customers including what to communicate
  • A room for interactivity where customers use your app as per their benefit
  • Creating specific loyalty programs for users to keep using your app for an indefinite time period (including the reward system as well)
  • Driving profits from the app

App Stages

After doing intense competitor research, you know what the USP of your app is. A pre-launch app marketing campaign can earn you early positive results. Try to promote your app as much as you can so that users, especially those in your target area, are aware that a new app will be hitting stores soon and it is one of a kind.

2. Not being able to generate good reviews

Reviews play a critical role in deciding your app’s success. The better the reviews and ratings, the more the chances of your app becoming lucrative. A research by Kahuna, led to this deduction that 100% of the users in an app store prefer to download a 5-Star rated app whereas the preference for 1-Star rated apps lingers way below at 13%.

 5-Star rated app

Earning more positive reviews will give a direct edge over your competitors as your app will gain immense social capital and higher ASO rankings. It also helps to bolster your conversion rates. A tactic to successfully market your app is to respond to genuine queries and feedback given by the users. Responding to negative queries is a must and shouldn’t be ignored. Responding to a few positive queries will increase your app’s goodwill.

3. Ignoring App Store Optimization (ASO)

ASO for mobile apps is like SEO for web pages – you need it. ASO or App Store Optimisation helps your app gain visibility in the application markets. Avoiding ASO is ‘one of the most commonly observed mobile app marketing mistakes you can make. For your app to be discovered by people, you need to use the right keywords and optimise them judiciously. It isn’t an overnight process but a continuous one. You need to continually keep trying for your app to appear more among the millions of apps in the App Store and Play Store.

Happy Taiwanese Mahjong

More visibility leads to an improvement in the conversion rate that generates more downloads. Over 60% of users discover new apps via searches. ASO is not one-dimensional; it totally depends on how you use it. Good ASO can lead your app to be featured by Google or Apple or even make it to their Top X lists. For ASO to be effective, you need to work on-

  • Keywords
  • Title
  • Description
  • Categorization
  • Reviews, Rating and Feedback
  • Screenshots
  • Trailer Video(s)

Rating and Reviews

ASO saves you a lot of User Acquisition costs which is another reason that explains how crucial the tool is. It remains one of the most significant marketing strategies for mobile apps in today’s time.

4. Giving more importance to downloads than retention

The more downloads you see, the more success is guaranteed. But is it the only way of ensuring your app’s success? If you think that it is, then you need to rethink. App Retention is far more important. Statistics suggest that 42% is the retention rate for a 30-day period on average and 25% for a 90-day period.

Before and during the development process you knew for who and why you’re creating an app. And now that your app is ready, you need to ask yourself why would people prefer to keep using your app regularly. If you do a research on what makes an app finds a place in the user’s home screen, you will realise they are all habit driven apps. Post the MVP stage, if you have received excellent feedback for your app, then you should give priority in advertising the app in such a manner that the user feels the need to use it simultaneously.

Marketing strategies for mobile apps should give importance to highlighting the value addition of the app in a user’s life. If the user uses the app more than five times a day then he/she is doing it out of habit. The person sees a motive in it every time the app is opened. Is your app capable of adding value in a user’s life? If yes, then highlight that feature wherever possible.

5. Bland icon and application name

The first impression is usually the last impression in the case of apps. So with very limited room for errors, your app name and icon should be quite funky and appealing. It should speak aloud about the app so that the user knows he/she is downloading the right thing.

When talking about the app icon, it should be in sync with the app. The logo is the first thing that people notice, and a lot of impressions can be set with the icon itself. It gives your app the recognition it needs. There are minor details and Easter eggs that can reveal a lot about the app itself. Be it simple or complicated, if your icon is mundane, then there is a chance that users might snub your app right away. Also, having the same app icon for a long time may bore your audience, and they might never use it. If your app goes through a major update, try to change the icon to fit its artwork and design. Gaming apps do this a lot.

Speaking of the name, it’s like naming your business. Your app name should be sharp and should be something that everyone should be able to pronounce easily (for example- Amazon is also the name of the largest rainforest and river basin in the world). Once you have finalized the name, never change it or it will impair your ASO, causing a drastic loss of visibility in stores.

Let’s take Instagram as an example. The name is an amalgamation of ‘Instant Camera’ and ‘Telegram’. When the app was introduced it was to create a platform to upload photos instantly and then check-in in response to the opposite practice on social media in those times. Now if you look at the font and logo of the app when it was introduced and compare it with now it has got a complete makeover, especially the latter.

User Expereince

As the UI and features of the app changed over the years, the logo text and the icon were tailored to fit the app.

6. App Marketing without a proper monetization plan

Monetization is very important for the promotion of your app. It’s a principle addition to your business model and app marketing strategy. Without a proper monetization plan, you will lose out on opportunities to make your app get more accessibility and engagement. Even before the launch, the best mobile app marketing companies had developed marketing plans for mobile apps. There are many ways by which you can carry out constructive monetizing strategies-

Email Marketing – If your app has subscription offers then this is an amazing way to earn users’ trust. With amazing newsletters and the use of native advertising methods, you can generate many leads every day.

In-App Purchases – In-app purchases serve as microtransactions in applications for users to enjoy additional content. You might have commonly observed this in games where to unlock certain characters, stories or levels and to buy in-game rewards you need to pay actual money. This can actually help a user to enjoy the best of the app and the power to have something which a regular user cannot.

Partnership- You must’ve seen apps like Amazon and Uber having gateway payments to make transactions. This consolidated approach builds relationships between two (or more) companies and helps immensely in branding.

Display Advertisement– Display banners, infographics, native mobile ads, or auto-play videos are some of the popular display advertising methods that can cause high engagement and conversion rates. The trick is to place them in such a manner that the audience feels the need to go through it. Include the right kind of display ads and choose the most apt size and format of the ads. CPC (Cost Per Click), CPA (Cost Per Action) and CPM (Cost Per Mille) are the foremost digital advertising methods.

A Final Note

The more you get involved in app marketing for mobile apps, the more interesting it gets. App marketing is a universe of its own and you get to learn so many new developments every other day. Trends and techniques change very frequently in app marketing. As an app marketer you should only use the latest technologies in app marketing instead of conforming to the older forms. Try to avoid the aforementioned common mobile app marketing mistakes and indulge in healthy, bit-by-bit app marketing practices for the best results.

Next up

Outsourcing app development to specialized agencies is a hassle-free way of creating an app with an emphasis on performance & UI/UX. This economic solution comes with added benefits of aligning with industry experts and increasing market presence.