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Why few Mobile Apps fail? : Other Reasons


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Why few Mobile Apps fail? : Other Reasons

Lack of Trust in the ad network Agencies:

Majority of the developer’s and the app vendors today are disappointed with the lack of clarity given by ad network providers, and hence are finding it very difficult to trust them. Sometimes it is very expensive to advertise an app through agencies and so trust plays an important role while making such huge amount of investments. Most of the developers are concerned that the ad network providers are not being honest about their revenue claims with 68% of developers expressing the view that eCPM (effective Cost Per Thousand Impressions) was exaggerated, i.e. eCPM’s were just used to lure them in but these would often only last for a short period before failing.

Suggested Solution:        

Ad network providers must needs to be more transparent with their offerings, planning, reporting and measurement to attract and gain the trust of the developers for whom ROI and marketing investments are at paramount priority.

Physical cues that grab attention:

One of the biggest challenges in mobile app development is the application discovery and awareness. Having an eye pleasing or eye catching visual elements, i.e. an app icon, logo, screenshots is one of the effective marketing tools. So application icon is the first visual cue to grab attention while consumers are in a sea of apps. ”First impression is the best and the last impression”. User reviews should be encouraged within the app, since along with the other physical cues; reviews are the cues that users look for before installing an app.

Use of Social Media/Viral Marketing:

Options that would help consumers to spread the word through email/social media (like tell a friend, share via Facebook, post on Twitter) and also options that would prompt the users to provide their ratings about the app should be included in an app.

 Use of effective target audiences:

Choose target audiences (such as graduate and college students) who would help in rapid spreading of information about the app and opinion leaders who would persuade/influence others (friends, classmates and peers) to download and use the app.

Pricing:

Freemium vs Feemium, “Freemium” (free with basic features, additional fee for premium features or advanced features) is one of the best way to persuade customers to use our app.

Feemiums”( fee to be paid even for basic features) is not an effective and  optimal way of introducing an app. If Feemiums need to be used, it would be provided with at least a free trial version which should be free for a couple of days or a week or month, so that the user can judge the app and decide whether or not to spend on the app. Most of the times, Freemiums do help in getting good revenues when consumers like the app and are interested in spending a little to continue using the app.

Use “popular blogs” (for e.g. MindStick Developer Section) of friends/family who would advertise our app on their website for minimal cost (or sometimes for free) instead of using heavily priced advertising agencies to market our app.

Marketing through clients:

Working with clients (third party firms) to develop apps for their organization or product/accommodation will avail gain free publicity/marketing support. Providing the clients with superior apps will not only avail in reinforcing the relationship with the client, but will withal avail in income opportunities. It is an absolutely free medium to establish oneself and one’s app as a brand.


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