The Next Big Challenge for Content Marketer
M obile apps have become ingrained in every aspect of our lives and business sectors. The enduring allure of mobile apps, driven by their market potential, shows no signs of waning until a superior technology emerges. However, despite their ubiquity, only a select few apps in each niche achieve significant success, leaving many to ponder the factors behind the failure of countless others. In addition to flawed concepts and design, many apps falter due to shortcomings in their pre-launch and post-launch strategies.
I cannot give you the formula for success, but I can give you the formula for failure. It is: Try to please everybody.
– Herbert Bayard Swope
Given the substantial amount of time we spend on mobile apps and the myriad options available for every niche, understanding user preferences and expectations is paramount for app marketers. Therefore, conducting comprehensive market research before embarking on an app project is essential. Even after the app is ready for launch, devising a launch plan tailored to the target audience and utilizing the most suitable channels and marketing messages is crucial.
Lack of Pre-Launch Campaigns
A significant number of app marketers focus primarily on post-launch marketing techniques and measures, neglecting pre-launch campaigns. This oversight prevents apps from generating buzz and anticipation leading up to their launch. A successful launch requires sustained marketing efforts across various channels, including social media campaigns, search engine ads, video ads, email campaigns, and traditional marketing avenues such as outdoor ads, print ads, media ads, and promotional events.
Similar to brick-and-mortar businesses, apps that offer a helpful customer support system for their users enjoy greater traction and engagement. Brands worldwide garner appreciation and popularity not only for their product offerings but also for their customer-friendly support and services.
