Technologists promote technological outbreaks to techno savvy users at warp-speeds through technical tools. Did you experience an overuse of technology? Probably this is the scenario happening these days. We sell technology through technology. Days of billboards advertising are a passé. Although not completely outdone, but they are edging on the exit doors. People who walked past the roads noticed billboard displays and people who travel the internet notice digital promotions. As internet is a distributed medium user behavior is intricate and difficult predicting.
Every day a new mobile app makes a fresh presence into the smartphone world. But they hardly replicate the WhatsApp or Angry Birds phenomenon. Despite the fact that senior market players hold a privileged position, these apps get noticed and manage a decent survival. Some have a high utility value whereas some are well marketed. An apps utility and connection with people cannot matters more than anything but sometimes even the most competent apps stand to lose by reason of slipshod marketing campaigns.
Let us find out the roadblocks of mobile app marketing that thwart every campaigns journey to success.
Multiple Promotion Platforms
When asked to name suitable channels for promoting a new mobile app, myriad names will crop in your mind. And the miscellany of these channels will never replete your mailbox with relevant sales inquiries. Moreover not all platforms are relevant for your app promotion. Some of them would be contextually obsolete.
To determine the validity of a platform for marketing your mobile app, locate the presence of other mobile apps, their purpose and age over the platform. Most of the content marketing researches are contingent on audience and competition. A platform where your target audience pays regular visits is the one to market your app on. Platform thronged by contemporaries of your community (the mobile app community) is the one to habituate.
Right words that describe your apps purpose are very important. You may develop an app of the decade which will soar to heights as soon as it gets recognized, but unless you clearly define the benefits of using it, it will never take off. And it does not require a 250 words description to comprehend an app’s usefulness. On the contrary a short description clearly conveys the purpose. Veggoagogo app is designed for those vegetarian travellers who fret searching appropriate eateries (for being non complacent with local language) in different parts of the world that would serve them their desired food. The app has a lucid tagline that favorably describes its utility also mentioning the target audience for the app – “Eat with confidence when you next travel abroad with our 50 language vegetarian traveler translation app”.
Consumers search app stores using keywords, make sure you are using the appropriate keyword. Unlike content marketing where the aim is to get maximum traffic, mobile app marketing is more directed towards the relevance. As the customer looking for your app has already a defined purpose which cannot be averted. If your app fails to serve his purpose, it will never happen to be downloaded.
Need Complaisant Design
There is an apparent difference in the sizes of mobile and desktop screens. And therefore this is the major design consideration while developing a mobile app. Fundamentals of a website and app are the same, i.e. the need for the user to register himself before utilizing the service. A desktop has no space constraint and can spread its fields amongst ample space; this is where mobile apps differ from regular websites. As space is less, only a few core fields need to be included in the interface.
For all those designers that are fond of beautifying their craft are left with a few options. In mobile app development legibility is preferred over style and user experience over visual appeal. Again as mobile phones are carried at all times during eating and driving and witness all weathers – sweaty summers and rains. It is not always convenient to operate a smartphone using fingers. Here voice integration comes into play. Apps that support voice input will mark the trend of the coming times. Android’s Google Now and Apple’s Siri are the intelligent personal assistants integrated in mobile OS by these platform vendors, to perform actions by delegating requests, as stated in Wikipedia. Ensure that your mobile app takes into account these fundamentals of user experience.
The definition of a smart device has been extended to accommodate Fitbit, Apple Watch, Samsung Galaxy Gear, etc. along with the standard smartphones. And the range of apps is wider than earlier. Different devices run on different operating systems. Apple watch is built on WatchOS whereas iPhone 6 supports iOS 8.0 and above. With a wide number of devices making their foray into the market, app developers are compelled to develop platform specific apps. And this interoperability between different devices also necessitates apps to be compliant with these platform upgrades. While its applicability ranges from automobiles to home appliances, this feature can be most useful for companies dedicated to developing HealthCare apps. And the enormity of healthcare market in US doesn’t need to be stated.
These changes will also downsize the development of native apps; with the need of robust apps that interact cross platforms evolved hybrid apps make the order of the day.
Concentrate on Post Launch Activities
You need to perform the groundwork before publishing your app in stores. To make that mouthwatering lemon pie you start with preparing the dough, getting the lemon curd and squeezing the lemon juice, not to mention other efforts that go behind. Thus said a thorough marketing plan doesn’t begin with your launch, it actually precedes the launch.
Announcing your app – the purpose, the benefits, the smart features well in advance lays the ground for your app launch. If you have a website which is already popular, placing a small frame that mentions your app launch can work wonders. For those of you who are new to digital marketing altogether should also not abstain from trumpeting your about your app on your website. The entire marketing roots from the idea “Unless you tell, nobody will know”. Not to mention the contribution your active presence can make in popularizing your app over social media. Twitter, LinkedIn, Google+ employ all these channels to inform prospective users about your app.
Tracking the results of mobile advertising campaigns is not as easy as their desktop counterparts. So allow your audiences and app downloaders to submit their reviews on your site or other review sites.
There exists an ecosystem comprising mobile devices, platforms and apps. A mobile app that adapts with all the components fits well into it. An apps acceptance being the most crucial factor, a mobile app marketing strategy needs to be forethought alongside its development.
Jaykishan Panchal is a content marketer at MoveoApps, a iphone app development company. He enjoys writing about Technology, marketing & industry trends. He is tech enthusiast and love to explore new stuff. You can follow him on Twitter @jaypanchal8.
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