Mobile apps have seemingly revolutionised the ways people use their phones, by making it a tool for almost all utilities, like communicating with pals, watching television shows, reading books, shopping, travelling, socialising and what not! While mobile phones got new definition due to apps for countless activities, for the businesses and marketers, they became a powerful source for connecting with their customers. However, like every great thing is subjected to some dire misconceptions, mobile apps marketing too is entangled with several misconceptions which if not perceived and rectified can turn off the user significantly. Although there are many prevalent misapprehensions regarding mobile app development, here are some of the most relevant ones.
- Trying to provide desktop experience in apps
Many business owners think mobile apps as a minimised versions of their desktop sites and hence try to compress them down to fit into mobiles screens. Whereas, mobile apps are inevitably a different platform for experiences and needs to be considered differently for the unique opportunities they bring. While small screens of mobile devices are kind of blessing as it helps businesses to focus only on the fewer important aspects, asking for similar input as information in an app from customers like in desktop are really time-consuming. Thus, simplifying an app with only fewer features and narrowing down to core tasks is true fit for apps.
- Download/Installation rates are foremost criteria for success
It is wrong for app marketers to think that number of download hits in the app store is the only KPI (Key performance indicator) for measuring the success of mobile app strategy. There are reasonable chances of an app getting being installed but not used for the second time and a key reason for such abandonment by users may be because it failed to engage the users contextually. This is why apps marketing strategy is not restricted to development and successful launching but also intertwining with interesting and engaging elements.
- Non-inclusion of analytics
Developing a product and marketing it to the target audiences is a whole new different game. This is why the aspect of app’s analytics comes in which shows the app’s marketer which segment of the audiences are responsible for its profits, from where they are coming and so forth. Unfortunately, not every app owners take account of analytics of data and result is the acquisition of much lesser audiences that the potential level.
- Sending frequent and lengthy notifications
Many owners do consider sending away push notifications at regular intervals regarding updates and every new offers on the board, thinking that it is the only effective way of engaging users. However, they fail to perceive that bothering customers too much can turn them off and can eventually erode their user base. Rather, sending notifications in case of special events and offers at appropriate intervals is beneficial in attracting customers.
While mobile apps evolved sooner as an incredible source of linking brands and businesses with their customers, these misconceptions can hinder the path to a mobile app’s success. Thus, it is justified to spend time and effort on development and marketing plans, so that uniqueness of apps is leveraged to the fullest.