The mobile app industry is continuing to grow day by day as more and more people develop mobile applications that they desire to put on the market. Because the market is growing, there are many voices that are contributing to the conversation but not all of them are useful. Unfortunately, there are many myths surrounding mobile app marketing that can be stumbling blocks when it comes to creating a successful campaign. In order to avoid these potential roadblocks, it’s important to identify some of the most common app marketing myths and why they are dangerous for your app’s success.
The Mobile App Industry is Over-Saturated
It’s easy to see why many people might think that the mobile app market is bloated. There are currently close to 2 million mobile apps in the App Store and over 2 million in the Google Play Store. However, what people fail to notice is that while there are many apps in the stores, not all of them are unique. In fact, many apps released are simply copies of apps that have had major success. These copycat apps have no unique aim, only the desire to ride out the fame of their predecessors. So while the industry has a lot of numbers, it is absolutely still wanting for ideas that are original and have value. Simply put, it is important to research the market before developing and releasing an app. There are many apps on the market, and there are even many big developers with large budgets to spend on advertising. But none of that matters if the actual apps they’re promoting aren’t strong apps that provide a needed service.
Another aspect of this myth is the idea that there are less people downloading apps in general. However, as mobile phones become more mainstream, it only stands to reason that more mobile application downloads are going to occur. In 2019 consumers had downloaded over 204 billion apps, and that number has continued to rise. While it’s true that in the US specifically app downloads have reached a dropoff, this doesn’t translate into any new app being a waste of time and effort. Instead, it goes back to the aforementioned principle which is that any new app needs to have value. Consumers in the US may be downloading less, but it’s because the market has matured to the point where users are looking for quality apps that provide them with something they need, rather than just downloading every new app they see. If an app secures a spot in the area of providing quality content, then its chances for success are high.
App Marketing is the Same as App Advertising
Marketing and Advertising are both imperative when it comes to app promotion, but it is important to understand the difference between the two in order to carry out an effective app marketing strategy. This is what CSP has to say about marketing and advertising; “Marketing refers to preparing a product for the marketplace. Advertising is making your product and service known to an audience or marketplace. Advertising is a specific step of marketing. Advertising uses the data and research collected by marketing strategies to best communicate the brand.”
In other words, advertising is one piece of the larger machine that is put to work when promoting your app. While advertising usually means investing in paid ads for platforms from Facebook to Google to Instagram, marketing is about building credibility of the application and the brand behind it. Marketing includes pre-launch, the launch campaign, and post-launch efforts to maintain and grow the app user base. It would be a mistake to think about mobile app promotion as simply advertising because this misses crucial steps needed for the most optimal performance of the app.
App Marketing Campaigns are Overcomplicated
While it’s true that app marketing is not a simple process, this does not mean that it’s not worth it or that it’s worth cutting corners. Instead, it means that you should plan your app marketing strategy carefully to ensure that you hit all of the necessary steps. There are three simple pillars to think about when going through your app marketing campaign: are customer needs being met, is value being added to the customer relationship, and are marketing dollars being used effectively. If the answer is yes, the process becomes much less complicated. Often, a successful campaign is more about staying true to the core tenants of value rather than rushing to use the latest and greatest new marketing tactics that are flashy on the market.
Another mistake that overcomplicates the mobile app marketing process is not being specific about a target market. Different demographics have different needs and will respond uniquely to marketing and advertising tactics. Attempting to appeal to multiple audiences will muddy the waters of the campaign strategy and likely cause it to become overwhelming and draining. Zeroing in on a specific audience will allow you to streamline the campaign and reach that group of people much more effectively.
You Don’t Need an App Marketing Agency
Finally, one of the biggest myths in mobile app marketing is the idea that it can be done without the help of an app marketing agency. Of course, it’s possible to develop, market, and launch an app individually, but it is much more difficult to do. Mobile app marketing companies have entire teams of people who are experts in their field dedicated to helping your app achieve success. The company will likely have insights about different aspects of the process that you could miss. They have the advantage of coming in with a fresh pair of objective eyes that can help you spot potential pitfalls that will deter users. They can do in depth research when it comes to the best keywords to target, finding influencers to promote your app, and even performing post-launch optimization based on the UX of your consumers. If you’re serious about getting your app off the ground, then investing in a relationship with a solid app marketing company is a must.
It goes without saying that mobile app marketing is a delicate process. There are complexities and intricacies involved with successfully marketing a mobile app. But by preparing for the stages before they arrive, you can avoid falling prey to the myths that will deter your process. Instead, you can enjoy the fulfillment of having achieved your goals with marketing your mobile app.