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With over 2 million apps in the app store, competition has never been more fierce. Marketers are working harder than ever to make sure it’s their app that users download and come back to time and again. But when it comes to marketing, a simple mistake could cost you a lot of money, time, rankings, and give your competitors an unnecessary head start. This article will explain some of the most common mistakes that inexperienced mobile marketers make.
Targeting irrelevant mobile devices
Data drives everything we do in mobile — or at least it should. Consumers willingly give us their data with the assumption that we will use to serve them ads and content that are relevant to their lives. And when you get it wrong, they get annoyed. Don’t be that guy! When you target the right people at the right time with a relevant ad, not only do conversions get a boost, but so does your profile in the eyes of your potential users.
Narrow media buying
Paid user acquisition (UA) is, increasingly, the name of the game. Organic discovery is down, and new entrants to the app market are finding that it’s more important than ever to invest in paid UA. But competition for attention in the Facebook and Google duopoly is increasing, and app marketers are realizing they need to branch out to up and coming networks like TikTok.
Not experimenting with your assets
The digital marketing landscape is complex and there is a lot to keep track of but when you start to A/B test even the tiniest elements, you realize how important it is to experiment with your assets. Changes as little as rounding the edges on your icon, adjusting color combinations, solid or gradient background colors, significantly affect click-through and conversions.
Avoid these mistakes and you’ll be well on your way to a successful marketing campaign that helps your app stand out from the competition and reach the users you need to make sure you’re acquiring an engaged audience that will retain over time.
