Presentation from a joint webinar by Intersog and ComboApp that took place on March 19, 2014. In the webinar, two mobile apps marketing professionals shared the 5 major mistakes organizations and indie developers make when marketing their apps in the app stores.

1. 5 most common mistakes to avoid in
mobile apps development &
marketing
March,
2014

2. Mobile Marketing Agency
Speakers
Artyom Diogtev, Head of Branded Content,
SMM, PR, ASO at ComboApp & Adjust
Artyom is a deeply engaged social media
expert specialized in creating innovative
online promotions for mobile products and
websites.
Julia Lezhenko, Strategy Consultant at ComboApp
Julia is a savvy mobile marketing professional
developing strategic and tactical plans to make
client products better known, profitable and
successful. Julia is an expert in user and market
analytics, monetization strategy, social media, new
advertising principles and user behavior/psychology.

3. Mobile Marketing Agency
No
solid
marketing
plan
is
in
place
Even in 2014, six years after the App Store was
launched back in summer, 2008 app developers
still do this fundamental mistake - they consider
app development business as business area, where
you don’t need to have a marketing plan in place.
The plan with planning of aims and objectives, with
budget allocation, clear vision for an app potential
users.
Courtesy:
Wikimedia
Commons

4. Mobile Marketing Agency
Unreasonable expectations for an app
performance on the market
The second common mistake is having unreasonable expectations for what your app is capable to
achieve on the market.
There are two examples we can provide to illustrate our point:
!
• iOS photography app - a big hit back in 2011-2012, than its promotion was abandoned. Late 2013
the dev. company behind the app decided to re-start it. Lots of new competitors, hard to stand out.
!
• Diary app - in January 2012 the app was in iPhone LifeStyle Top 20 for 2 weeks than in January
2014 they decided to re-claim the App Store Top charts but the market has changed dramatically.

5. Mobile Marketing Agency
No roadmap for updates to build upon
initial success and keep users engaged
Like with any project a mobile app development
may go either one of the following ways:
• endless perfection and never being shipped
• ver.1 is being shipped with essentially features
that work 100% well, more features in future
updates
The latter approach always wins, but it requires
having a roadmap with certain features that will
be implemented over time to improve an app
and keep its users engaged!
Courtesy:
Wikipedia

6. Mobile Marketing Agency
No value in app, as simple as that
The human ingenuity is limitless but the number
of real problems mobile apps can solve is not.
For an app to be successful it needs to solve a
real problem for its user, not an imaginative one.
Perhaps the most frustrating situation is when
the marketing plan was really thought through
and implemented properly but the product itself
wasn’t good.
Good enough is not enough anymore, with
narrow niche app as an exception.
Courtesy:
list25.com

7. Mobile Marketing Agency
Wrong business model
Courtesy
flurry.com

8. Mobile Marketing Agency
Wrong business model
Courtesy
flurry.com

9. Mobile Marketing Agency
Conclusion
Certainly it is not the end of the story.
Those only the most common once
we’ve seen over the years of working
with various clients. This is not to say
that by addressing these ones
developers will get an easy ride in
their app development endeavor but
at least it’ll allow them to make sure
that the crucial points are covered.
Under Public Domain CC0