Marketers love to complain about mobile developers who don’t understand the importance of proper marketing. And yes, some developers are so blinded by their products that they believe that they will immediately and independently become a hit. But recently, I came across the opposite phenomenon, which is quite alarming: mobile developers and marketers who focus on marketing without associating it with the product itself.
Many in the mobile arena believe that the rule is this: development first, then marketing. In reality, however, both procedures — parts of the ongoing process — constantly feed on each other. Here are three reasons to include a product manager in your app marketing team to cover everything.
1. You lose (and don’t know why)
The mobile world has already moved from measuring mobile app settings to finding loyal users. However, this new state requires research on where and why the application is losing its audience. Media campaigns attract users, but if these users bump into the wall at the first meeting with the product, then they will not stay for long.
To take a disappointing rate of defaults and translate it into conclusions that give grounds for action is not an easy task. After identifying the specific parts of the process where the application is apparently losing contact with users, the next step is to determine what problem needs to be solved: the application asks for too many permissions, so it seems to users that it is interfering too much with their lives? Or are they pushed by the procedure before registration? Or is the push notification mechanism ineffective? In the process of finding the answer to these questions, there is no separation between marketing and product.
2. Your product is a marketing tool (and you do not use it)
Mobile provides many amazing marketing opportunities, very much related to those that exist within the product itself. For example, encouraging sharing on social networks as part of the application’s workflow, or searching for the elusive k-factor that will make the application viral and turn users into ambassadors. We all downloaded the applications on the advice of a friend or shared with him the impressions of using them on Facebook (oh, you are running!).
Another way to turn a product into a marketing weapon is to use the application flow in order to learn more about user experiences before they get into the reviews section in order to get a better rating and avoid a one-star fiasco. Reaching users through a product that they already use is perfectly reasonable, but this requires a shift in thinking.
3. Technology or nothing
New technologies that come from mobile products and affect its marketing result, constantly arise and develop. The growing use of new methods, such as deep links, mobile search and application indexing, has made application content an essential key aspect of mobile marketing.
Even simple actions, such as analyzing data in the App Store, making the right conclusions and appropriate behavior, begin with the right analytic tools. Studies show that not enough mobile players practice this, and those who do this get much better results. The same thing with the use of A / B testing tools, sending personalized push notifications or understanding the limitations of working with iOS and Android – all this requires a combination of technical and product skills.
“Cross-platform” is a popular term in the field of mobile, but the time has come to master the cross-sector approach. All signs point in one direction: we must begin to look at mobile development and marketing as a holistic, indivisible thing.