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Successes and failures in app promotion

Successes and failures in app promotion

A successful mobile app is based on two fundamental pillars: a good development and a good app promotion strategy. Therefore it’s convenient to know and avoid mistakes in the apps development that have a negative impact on the usefulness and the number of downloads. But what happens to app promotion? What are the mistakes that you should avoid in mobile application marketing?

App Promotion

Dot Com Infoway, a company specialized in mobile marketing and  development, offers us a nice infographic which shows how to avoid mistakes that you often make in app promotion.

Improvements: yes, plagiarism: no

Every time there are new apps that copy characteristics of the successful ones: the name, the avatar, interface, etc. It is not so bad if the theme of a new app is similar to the other one. The problem is that new apps take advantage of the tools of the old ones to attract their users.

It’s the case of one example that shows DCI infographics. Temple Jump 2 seems to be a clone of Temple Run 2. It does not only copy the runner style but also the avatar, the name and even the interface of its succesful brother.

Optimization on app store

If you want to promote apps at marketplaces, the description and the key words should come to the point, refering to the app theme. An imprecise description and the key words not associated with the app will penalize the ASO positioning of the application.

Define the steps of app promotion strategy

App promotion is not something that you can do at random. Therefore you have to define steps to follow for an appropriate promotion strategy: actions in social networks, actions in means of communication, optimization for app stores etc.

Be clear about the target audience

You should know which population segment you want to help to optimize efforts. It’s inconvenient to make promotion actions directed to an indiscriminate audience.  In this way you won’t get to an extensive audience that would just download the app and not appreciate your efforts.

Applications at a fair price

Free or paid? That’s the eternal question. It’s convenient to observe the competition so that the price established by them will help you to choose an amount for a specific app.


It’s convenient to keep the app updated in order to correct mistakes and introduce improvements. Because of that it’s convenient to consider the users feedback thanks to their comments and valuations at app store. If the customers see that an application progresses according to their needs, they’ll probably recommend it to their acquaintances through social networks. Paying attention to what your customers say is a free source of apps promotion and above all, word of mouth.

Measuring and monitoring

As stated by DCI, marketing is not only a one-time effort. This characteristic also applies to mobile marketing. You should follow the progress of your app in order to correct the mishaps that may arise.

Proyecto Marketing