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How App Marketers Sabotage Their Own growth

Thriving in the app industry is very challenging. You can’t always expect to create an overnight hit like Flappy Bird. With 1.6 million apps in Google Play and 1.5 million in Apple Store, as well as less than a million apps in Amazon App Store, Blackberry World, and Windows Phone Store; you know you’re in for a very tight competition.

Your app marketing has to be strategic and thoroughly implemented through flexible tactics to make it successful. However, pitfalls are to be expected. This is something you should prepare for as you conduct your campaigns. Unfortunately, there are app marketers that fail not only due to these arising problems, but because of their faulty mindsets and insights.

Here are some of the different ways app marketers sabotage their own business growth:

1. Underestimating Word of Mouth


Just because apps are digital, doesn’t mean your marketing has to be completely digital as well. Word of mouth marketing remains to be one of the best marketing tactics that can help make your app go viral. Some marketers do not put much weight on word of mouth marketing and only focus on digital tactics. This isolation and lack of connection with actual people can be very disadvantageous.

Networking and engaging in a community of app developers and marketers is one of the most effective ways to do this. Having a network of app entrepreneurs who can help you spread your social media posts, cross-promote your app, and provide feedback and ratings can help accelerate your growth.

2. Not Marketing Loud Enough


There is too much noise in the web and if you don’t say it loud enough, you won’t be heard. Many marketers are too cautious with their campaigns that they end up not being loud enough to get attention. They are easily drowned by other apps that dominate social media channels. These marketers are unable to tell people how awesome their apps are and they fail in building a relationship—an actual human relationship.

Taco Bell understands the importance of loud social media presence. Synchronizing their efforts in Facebook, Twitter, and Instagram with the message: “Taco Bell isn’t here, it’s #onlyintheapp”, they gained massive attention and hit big on downloads.

3. Focusing on a Single Platform


More customers are an advantage, regardless of what platform you use. Some marketers tend to focus on a single platform, which limits their reach. They hesitate to venture on cross-channel marketing and it hurts their growth. They don’t realize that their audiences may be on other platforms and leaving competitors to capitalize on their brand.

Build a community on Facebook, promote and engage on Twitter, post on Instagram, and upload a video on YouTube. The more people you reach, the more chances of your app gaining visibility.

4. Not Enough App Testing


Testing an app is important before introducing it to the market, but some marketers seem to be in a rush that they fail to test out the app thoroughly ending in poor user experience, negative feedback, and uninstalls.

It is estimated that only about 12% of app defects are discovered during testing, 44% are found by customers, while 20% is from public customer reviews and 24% are actual feedback from customers. This shows the importance of app testing. Lastly, it’s estimated that about 35% of app engagements do not last more than a minute meaning that there are no second chances for your app.

5. Not Capitalizing Enough on PR Coverage

Some marketers do not recognize the importance of PR coverage for their apps, and it puts them at a disadvantage. PR coverage help drive downloads and it has to be given priority as an integral marketing tactic.

Learn how to leverage your PR coverage to drive thousands of downloads and you will be a step closer to app marketing success.

Find ways to effectively reach your customers and maintain them. Build relationships and hit your goals. It may not be easy to gain 6-digit downloads, but it is not impossible.

Ane Fallarme

Ane Fallarme manages the content and PR relations at App Masters.

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