5 most common mistakes to avoid in mobile apps development & marketing


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In this presentation, which was part of a webinar we touched upon 5 common mistakes:

1. No solid marketing plan put in place.

2. Unreasonable expectations for app performance in the app store.

3. No clear roadmap for updates to build upon initial success and keep users engaged.

4. No true value in app.

5. Wrong business model.

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5 most common mistakes to avoid in mobile apps development & marketing

  1. 1. 5 most common mistakes to avoid in mobile apps development & marketing March,  2014
  2. 2. Mobile Marketing Agency Speakers Artyom Diogtev, Head of Branded Content, SMM, PR, ASO at ComboApp & Adjust Artyom is a deeply engaged social media expert specialized in creating innovative online promotions for mobile products and websites. Julia Lezhenko, Strategy Consultant at ComboApp Julia is a savvy mobile marketing professional developing strategic and tactical plans to make client products better known, profitable and successful. Julia is an expert in user and market analytics, monetization strategy, social media, new advertising principles and user behavior/psychology.
  3. 3. Mobile Marketing Agency No  solid  marketing  plan  is  in  place Even in 2014, six years after the App Store was launched back in summer, 2008 app developers still do this fundamental mistake - they consider app development business as business area, where you don’t need to have a marketing plan in place. The plan with planning of aims and objectives, with budget allocation, clear vision for an app potential users. Courtesy:  Wikimedia  Commons
  4. 4. Mobile Marketing Agency Unreasonable expectations for an app performance on the market The second common mistake is having unreasonable expectations for what your app is capable to achieve on the market. There are two examples we can provide to illustrate our point: ! • iOS photography app - a big hit back in 2011-2012, than its promotion was abandoned. Late 2013 the dev. company behind the app decided to re-start it. Lots of new competitors, hard to stand out. ! • Diary app - in January 2012 the app was in iPhone LifeStyle Top 20 for 2 weeks than in January 2014 they decided to re-claim the App Store Top charts but the market has changed dramatically.
  5. 5. Mobile Marketing Agency No roadmap for updates to build upon initial success and keep users engaged Like with any project a mobile app development may go either one of the following ways: • endless perfection and never being shipped • ver.1 is being shipped with essentially features that work 100% well, more features in future updates The latter approach always wins, but it requires having a roadmap with certain features that will be implemented over time to improve an app and keep its users engaged! Courtesy:  Wikipedia
  6. 6. Mobile Marketing Agency No value in app, as simple as that The human ingenuity is limitless but the number of real problems mobile apps can solve is not. For an app to be successful it needs to solve a real problem for its user, not an imaginative one. Perhaps the most frustrating situation is when the marketing plan was really thought through and implemented properly but the product itself wasn’t good. Good enough is not enough anymore, with narrow niche app as an exception. Courtesy:  list25.com
  7. 7. Mobile Marketing Agency Wrong business model Courtesy  flurry.com
  8. 8. Mobile Marketing Agency Wrong business model Courtesy  flurry.com
  9. 9. Mobile Marketing Agency Conclusion Certainly it is not the end of the story. Those only the most common once we’ve seen over the years of working with various clients. This is not to say that by addressing these ones developers will get an easy ride in their app development endeavor but at least it’ll allow them to make sure that the crucial points are covered. Under Public Domain CC0