Today, applications (apps) are a very important part of our daily micro-moments such as: I want to go, I want to know, I want to buy, etc. In fact, users spend an average of 30 hours every month in these moments.
Apps are a very powerful and effective way for businesses to build strong and long lasting relationships with their customers and clients. However, a mobile app marketing strategy can complement a company’s offline experience such as in-store special offers. Apps can be a huge hit or a huge flop. When it comes to marketing your mobile app, any mistake can lead to disappointing results with over spending.
Before looking at the top five biggest mistakes in app marketing, let’s take a look at some statistics first:
- Of 15,000 mobile users surveyed in 15 countries, roughly 72 percent of respondents said they were unhappy about sharing their personal information when using an app.
- About 42 percent of mobile users expect a mobile app to be designed for their convenience.
- Forty-five percent of app users say the user experience across devices is both frustrating and inconsistent.
1. Developing App First, Then Making A Monetization Strategy
At present, there are more than 1.5 million applications on the App Store, and the cost of getting a user now exceeds $2 per install. However, a big challenge across the industry is user acquisition, making it is necessary to make as much profit as possible from the apps installs you do generate. You have to plan your monetization, also known as validation strategy, early in order to do this. With the following four models, you can monetize your application or you can use them to drive app revenue.
A very popular form of app monetization provides a great range of ad units. This offer developers the chance to strike a balance between a high eCPM (Effective Cost per Mile) and marginal interruption / delay to their user experience. Remember, if your app is paid, then implementing this method will surely generate negative reviews.
Gated Features is a model in which your mobile app is available for free. However, users can opt for additional features, to remove advertising or to get through the game quicker. Plenty of successful gaming apps fall into this model, for example, Candy Crush, Angry Birds and The Simpsons. This application allows users to play with little fuss.
One of the greatest ways to boosts the LTV (lifetime value) of a user is subscriptions. They work great for an app that provides value for a long time period. This approach means you must provide value to a user over a long period of time in order to use this model.
It is sometimes best to put a price tag on your app at the time of installation. Some of the highest quality applications like Monument Valley and Minecraft command a price for the value they offer to users. Today, education is a category with a high quotient of paid for applications with more than 45 percent having a price tag with a combined download total of more than three million. Paid applications are surely more effective and popular in some categories than others. For example, 50 percent of the top 20 apps are paid in the utility category, whereas 45 percent for the business category.
2. Taking for Granted That People Will Return to Your App Just Because
Returning users or customers need a reason to return — it’s very important for you to accept this. Before spending on your mobile app, you need a clear understanding of what draws repeat uses of your app. Apart from competing with more than 1.5 million apps on the apps stores, you have to consider the value of your app to its user. Do you know that 90 percent of the users who download your app are gone within six months? So, it is very important to think about maintaining users.
3. Very Poor Understanding of Lifetime Value (LTV)
LTV stands for “Lifetime Value” defined as the total revenue generated by a user from an app’s download to its removal. It can be calculated in many ways like monetization, retention, etc. Furthermore, you can figure out how much you can afford to spend on getting new users by calculating how much revenue you can expect from each customer. Bear in mind, the average cost per app install is continually rising, which means developers need to get an even higher average LTV per user.
4. Ignoring Your App’s Users
This is a complete no-no. Remember, your app’s users are your customers, and your app does nothing without them. To make an app that will become popular, it is imperative to listen to your customers, and if they want any feature, it’s a good idea to add it to the app.
5. No or Lack of Research
This is the most common mistake made by many people. With more than 1.5 million apps in the App Store to compete against, you need to do in-depth research to ensure your app stands out from the crowd. For this, make your app either faster, better or cheaper than others and you are more likely to succeed. If a big and popular application is already doing the same thing as yours, then download the app to determine how/if your app can be better.