Mobile Apps fail? : Other Reasons
of Trust in the ad network Agencies:
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.
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.
cues that grab attention:
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.
of Social Media/Viral Marketing:
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
of effective target audiences:
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
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.
“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.
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.