Common App Marketing Mistakes You Must Avoid

Making mistakes is proof that you are trying. But that does not mean that you sit back, satisfied with just making an effort. It does not end there. After you make a mistake, you must analyze where you went wrong and learn from it.


While committing mistakes and learning from them involves spending a lot of time, energy and effort, how about knowing these mistakes beforehand and preparing to deal with them? To make app marketing a bit easier for you, here is a list of some common mistakes that you must avoid:

Focus on a single marketing channel

While it is true that if you focus on limited mediums of marketing, you will be able to perform more efficiently, at the same time, you should not ignore the fact that the sole purpose of marketing is to reach out to as many people as you can. So, you should promote your app through various mediums such as different social media platforms, websites, YouTube, newsletters, app search ads, ads on other websites, etcetera.

No planning

Be it something as common as organizing a birthday party or something as complicated as planning a world tour, the importance of planning cannot be ignored. When you decide to promote your app, you cannot just go on to any websites or any social media platforms and market your app in any vague manner. Successful marketing is a result of clearly devised plans and strategies.


Planning plays its most important role before the launch of the app. When nobody knows anything about your app, you need to reach out to the target audience for the first time, and this can be done only by laid plans.


Right from acquiring customers to engaging them and retaining them, you need a proper plan of action in place to make your marketing efforts successful.

App model

It might not be wrong to say that it is a universal truth that people are attracted to anything “free.” Be it a buy one get one “free” offer on a particular detergent brand or a “free” app on the app store that meets their needs.


But often, in a bid to attract more people to use the app, app makers compromise on monetary terms and provide their services for free. Firstly, this will not enable the users to use the app up to its full potential, and secondly, in some cases, it might incur some losses to the app makers.


As a solution to this problem, you can adopt a mixed model, wherein you offer some basic features for free and ask for a subscription to avail of more advanced features.


The description of your app holds an extremely important position on the app store. This description forms the first impression of your app in the minds of the people. So, it must be noted that this information must be clear in what you want to convey; there must be clarity in what your app is, its features, how it will help the users, etcetera.


It is often noted that people do not quite understand what a particular app offers, and thus this is an opportunity missed on the part of the app makers.

Ignoring ASO

App Store Optimisation (ASO) is the backbone of marketing an app. If you wish to reach out to people but ignore ASO, you will never be able to achieve the desired results. Even following the very basic techniques of ASO, such as choosing the right category and keywords, will do wonders for your marketing campaigns. Of course, the more technical aspects will further your achievement.

Visual aspect

If you provide a good and to-the-point description of your app on the app store and your ranking is also quite good due to successful ASO attempts, you will still need to fulfill this task of making your app visually appealing to the customers even before they use it.


Introducing your app with a short and attractive video will create a very good first impression. Even after the launch of the app, if you provide screenshots of your app in the description of the app and make people believe that your app not only functions better than others but also looks better, it will help turn more viewers into users.

Learning from competitors and their mistakes

Learning from mistakes does not mean learning only from your mistakes. It also means learning from others, especially your competitor’s mistakes. Not just their mistakes, you can also learn from their achievements.


Mistakes have the power to turn you into something better than you were before. This stands true only as long as you constantly learn from your mistakes. After all, it is these mistakes that become the stepping stones and lead you to success.