The day of an Android app developer or marketer will never be the same. Different things could happen everyday when competing with millions of other apps in gaining visibility in the eye of the users. From getting featured in major app stores such as Google Play to sending out promotions, often these strategies are treated as an afterthought—or worse, not at all.
There are some typical mistakes that Android app developers or marketers often do, and here are the things to avoid:
Letting the best performing ads suffer from saturation. Yes, you have paid for an advertising slot, and fortunately it performed well. So you keep on using that one and only best performing ads, which eventually could wear out your audience. In order to avoid that, make sure that you don’t overuse it, and try to refresh your ads regularly to avoid decaying performance.
Relying on poor reports and analytics. When you pay for an advertising space, you will typically receive a top-level reporting to track your results. Android app developers and marketers tend to combine all reports from disparate sources, which can lead to muddy data and massive reporting headaches. You will need a comprehensive view of your campaign. Look for a partner who can help to track all of your ad campaigns in one place, including incent, non-incent, real time bidding, social, email, 2D, and other types of app marketing.
Using incent networks in small volumes. Often Android app developers and marketers drive the download volumes and loyal usage through incentivized download networks. But when it’s done halfway, it will bring no good. When using incent networks, you should always make sure that you spend enough to get a significant app store ranking lift. The resulting organic users from the improved rank are the real prize in incentivized app marketing.
Bursting too quickly. The term “bursting” refers to a tactic that involves focusing your marketing budget in a very short time frame to get a big spike in downloads. This propels your app up the ranks, which brings in more organic downloads. However, the problem with this tactic is, while you use up your entire budget for one glorious day at the top of the charts, the organic results will take a while to kick in. With the “burst and sustain” approach where initial push is followed up with additional days of advertising to support the new rank, it would deliver much more value.
Choosing the wrong media partner. Although most traditional media agencies have kept up with technology, they may not be versed in mobile advertising. They may have developed strength in search engine marketing and online display, but the mobile advertising space is evolving so quickly, that keeping on top of the latest development is a real challenge. Android app developers should be smart while choosing their media partner, since it will also drive its long-term success. The media partner should particularly be mobile focus, and able to provide the mobile space.