Section 508

September 23rd, 2014

Five Fatal Errors: How to Have Your App Launch Fail

When launching an app, brands and developers want to spread the word about their brand and app and make people love it as much as they do. However, marketers can easily go too far and annoy customers with anything from not reaching out enough (which, according to Gartner, can lead to a 15% churn rate in existing users) to over-promotion (48% unfollow on Twitter because of too much self-promotion).

When there’s a will, there’s a way, and when there’s a way, there’s a way to do it wrong. Here are five things we encourage you to avoid when marketing your mobile app

1. Half-Baked Calls to Action 

Many applications get people interested but don’t make it convenient to download. Some ads only provide a URL to a site that does not even have a mobile web version. Go/Wallet had this problem – it featured a display in grocery stores that didn’t include any sort of QR code, only a link to a site that was full-version and loads much too slow . Be sure to have at least a landing page that is mobile-friendly and includes an app download link.


2. Holding Your Users Hostage

Let your ads be optical. Papa Johns had trouble with customers when it began sending them spam texts without opting in, resulting in a 250 million dollar lawsuit. So make sure to immediately remove a user from your mailing list if they request to stop receiving newsletters or SMS messages. It’s always sad to see a friend go, but in the end, it’s better for your brand image to set them free.

3. Content Wear-Out

If you want high user retention, make sure to update your app or brand’s content and continuously work on your marketing campaign. This was mentioned in the previous section, but is worth noting again. According to a survey by Chadwick Martin Bailey, 56% of users unsubscribe to emailing lists because the content was no longer relevant. Ads get old really quickly, so don’t forget to freshen up your promotional efforts and track results. After measuring your promotion results, use the data to tailor your campaign in order to optimize; this is especially important if you’re making a long term investment. Sherman-Williams is a good role model. They have been connecting with their customers through the ColorSnap app since 2009, and have not stopped marketing their app since. For your app to grow it needs nourishment. After all, most of an app’s growth comes after the first promotion when it lands a spot in an app store. According to Nielsen, over 60% of smartphone users discover apps through the store.

4. Measurement 

Although in the previous section there are several measurement options outlined, many experts still agree that measuring, tracking, and attribution present the largest challenge to marketers today.

5. Leaving Customers (and Money) on the Table

CRM (Customer Relationship Management) is something many marketers miss out on leveraging to its fullest potential. To us, it’s the second half of the customer’s journey. Retaining a customer is usually less expensive than acquiring a new customer. CRM speaks to customer service management, whether it’s through social media, a 1-800 number, or email contact form. It’s also easier to promote new product launches or inform new updates with a built-in customer base. Give them reasons (like useful content, exclusive benefits, or discounts) to stay loyal and engaged. If you don’t, your competitor will.


Tags: app marketing mobile apps

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