5 Common Mobile Marketing Mistakes & How to Avoid Them

Learn how to avoid common mobile marketing mistakes and boost your app's success.

Mobile Marketing

Jordan VanderVeen 26 November 2023

We all make mistakes, especially when it comes to marketing mobile apps. But here’s the thing: failure can actually be a good thing. 

It’s a chance to learn from what went wrong and use that experience to level up your performance in the future. That’s why we’ve pinpointed some common errors you might be making in your mobile marketing efforts – so you can get back on track in no time.

1. Short-Sighted Planning

The foundation of an effective mobile marketing campaign lies in strategic foresight. While developing a high-quality app is crucial, it’s equally important to focus on reaching your audience post-launch. 

Dig into the data and base your plans for the future on what the numbers tell you. But don’t be afraid to shift tactics, expand your reach, and try something new. In the long run, this forward-thinking approach will benefit user retention and engagement. 

2. Losing Touch with Your Target Audience

Your target audience is the bread and butter of your mobile marketing strategy. They’re your core consumers, so you should always keep their needs and user behaviors in mind when crafting your strategy. 

Considering Different Operating Systems 

With Android and iOS holding a combined 95% of the market share in app platforms, understanding your audience’s operating system preferences is vital. Loyalists to one operating system can be sorted alongside other characteristics. Interests like tech choices are part of what builds your target audience’s holistic profile. 

Because developing an app on Android and iOS are completely different processes, it’s worth analyzing your audience’s preferences before choosing to pursue both. 

• It’s a common mobile marketing mistake to prioritize being seen on all operating systems rather than making an intentional choice – especially if you’re on a limited budget. 

Often, it’s best to pick one platform, perfect your mobile marketing strategy to the platform’s specifications, and expand later if necessary. 

Segmenting Your Audience

Another classic mobile marketing mistake is treating your audience like they’re all the same. One size does not fit all when it comes to your consumers, who likely have different identities besides being interested in your product, so it’s important to segment your audience and tailor your content accordingly. 

Creating a data-driven strategy that’s based on a deep understanding of your users’ behaviors and interests ensures that customers won’t be quick to brush off generic messaging. 

• In fact, adopting personalization in your mobile marketing efforts has been proven to reduce acquisition costs by up to 50% and increase the efficiency of marketing spend by 10-30%, with personalized calls to action converting 202% better than non-personalized ones.

That means you can expect higher conversion rates by tailoring your content to specific demographic factors such as age, location, or income. Additionally, leveraging information from customers’ previous purchases or app usage to create personalized messages adds a special touch that can further drive sales.

3. Ignoring the Power of Social Media

With over 80% of social media advertising budgets now targeting mobile users​​, integrating social platforms into your marketing strategy is not just a trend; it’s a necessity.

Integrating social media into your mobile marketing means more than just posting content; it’s about creating interactive, mobile-optimized ads and facilitating seamless sharing. By doing so, you’re not just reaching your audience; you’re engaging them where they are most active, turning every interaction into an opportunity to strengthen your app’s visibility and engage your user base on mobile platforms.

4. Misguided CTAs 

When a potential user clicks on your mobile app or site, you have mere seconds to grab their attention and capture a conversion. A front-and-center call to action (CTA) immediately showcases the purpose and benefits of your app. 

A common mistake in mobile marketing efforts is hiding your CTA within sheaths of information in a lengthy app description. Your app may be great, and that’s vital for generating awareness and persuasion, but your CTA is what will turn a scroller into a long-term, engaged user. 

Try integrating creative tactics like the following into your calls to action: 

• Utilize banners, bright colors, and buttons to draw attention 
• Offer strategic discounts and FOMO-inducing language
• Provide clear and concise instructions for users to follow
• Use the first seconds of your app preview video to highlight your main message

5. Sticking to One Strategy

Often, app owners fall into the trap of marketing monotony, sticking to a single strategy like a sailor to his North Star. While it may provide a sense of security, it often leads to missed opportunities and potential growth avenues. This is akin to having a whole toolbox at your disposal but only using a hammer.

Imagine you’re throwing a party. You wouldn’t just send out invitations via one medium, would you? Some guests might prefer an email invite, others might appreciate a phone call or a text. It’s the same with your customers. They’re scattered across different platforms, waiting for your brand to make an appearance.

So, how do you add more colors to your mobile marketing palette?

• Email Marketing: Think of this as your trusty postman, delivering personalized messages straight to your customer’s inbox. With catchy subject lines and engaging content, emails can be your golden ticket to user engagement, making them want to come back for more.
• SMS Marketing: This is your swift courier. With staggering open rates, SMS is like sending a direct post-it note to your users. But remember, nobody likes spam. Keep it crisp, relevant, and always seek permission first.

• ASO and Content Marketing: Consider this your billboard on the information highway. By optimizing your app’s listing and crafting compelling content using app store optimization (ASO), you can help your app shine brighter in the app stores’ spotlight.
• In-App Events and Promotional Content: These are timely special activities such as challenges or live events that can last up to a certain amount of time (usually up to 31 days) and be promoted on the App Store or the Play Store. They can be utilized to engage users in various ways and are a great way to retain them.

Embracing multiple strategies is like speaking different languages – it allows you to communicate effectively with diverse groups within your audience. Don’t shy away from experimentation. Analyze, adapt, and conquer each platform one by one. By doing so, you can paint a complete picture of your app, reaching every corner of your users’ digital world.

Key Takeaways

To conclude, mobile marketing is a dynamic and powerful tool that, if wielded correctly, can significantly boost your app. However, pitfalls like short-sighted planning, losing touch with the audience, ignoring social media, misguiding CTAs, and sticking to a single strategy can hinder your progress.

But fear not! These challenges are surmountable, especially with the right mobile marketing agency by your side. At Moburst, we specialize in navigating the mobile marketing landscape and helping businesses like yours avoid these common mistakes.

Ready to take your mobile marketing to the next level? Get in touch with us today, and let’s start crafting a robust, versatile, and effective mobile marketing strategy tailored to your KPIs.

Jordan VanderVeen

Jordan VanderVeen is a Creative Copywriter at Moburst. She spends her time creating ideas and crafting data-driven content for our clients. As a passionate wordsmith, she’s always on the lookout for interesting new ways to forge connections and conversions.

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