Ten Major Challenges in Mobile Internet App Promotion
1. Overly Vertical User Demand
Some apps have an extremely niche user group. For example, an app developed by a friend for insomniac users as an IM tool. The user group is so specific that although the characteristics of these users are well - defined, the number of potential users is very limited. Many large IM apps already offer similar functions, so it's hard to convince insomniac users to download this app. There are also questions about its innovation and the value it brings to users. Promoting such an app is extremely difficult. It's like promoting a 2D product on a 2C media platform, where the conversion rate is bound to be very low. Therefore, when starting an app business, it's not advisable to target overly segmented user groups.
2. Poor App Quality
Many promoters don't pay attention to the quality of the app itself, such as its compatibility. Some app development teams only test their products on a few phones and start promoting them without proper testing. When promoters get store resources and find the low conversion rate, they are often shocked. I once tested some friends' apps on Testin Cloud Testing and found that new apps generally have poor compatibility, with many phones unable to install them, resulting in a significant loss of potential users. Usually, when the user base doesn't grow, bosses tend to blame the promoters. But in fact, it's the poor quality of the app developed by the programming team. As a good app promoter, one should understand the quality of the app. After all, when the user base doesn't grow, bosses usually hold the promoters accountable.
3. Zero or Low Cost
Many people, especially those from traditional industries, hope to get a large number of app users without spending much or with just a small amount of money. This is unrealistic in the current app industry. The popularity of the app industry has made a small number of people get rich quickly, attracting many traditional industry people to join. However, getting a large number of users without spending money is almost impossible. There are long queues of app developers willing to pay for user acquisition. Unless you have connections with the bosses of BAT and can get a download link on their official websites, it's very difficult to succeed without spending money. In today's trend, it's almost impossible to promote an app without any cost.
4. Lack of Resource Accumulation
Some people argue that it's possible to promote an app without spending money if you have resource accumulation. Resource accumulation means that your team has a large amount of traffic resources or strong connections, such as many network promotion experts in the industry. These experts have accumulated resources over a long time. When starting a new project, they can use these accumulated resources, such as traffic and media resources, for promotion without spending money. If your team has no resource accumulation, it's extremely difficult to promote an app without spending money. You have to start from scratch, and the promotion process will be very challenging.
5. Short Promotion Cycle
Many app developers hope to quickly gain a large user base. They are under great pressure because the industry is developing rapidly and competitors are numerous. Some clients require achieving a million - user volume in two months, which is very difficult. Promotion has a certain lag effect. Unlike software development, where a product can be used and launched immediately after development, promotion may not show any results even after one or two months. Promotion is a long - term process of accumulating users. Only when the user base reaches a certain level will there be a qualitative change. When setting a promotion cycle, I usually set it on an annual basis. This allows for a gradual growth of the user base and reduces the risk of problems. A short promotion cycle also makes it difficult to develop a good product, and the user quality may not be high. In this case, you may have to spend more than the market price on promotion.
6. High User Quality Requirements
In the promotion process, it's found that the requirements for user quality are getting higher, which means the screening conditions for users are becoming more stringent. Many apps, especially those in the dating, registration, and gaming categories, have very strict requirements. However, users are becoming smarter and more aware of these traps and purposes. Stringent screening conditions will only drive users away. The choice of apps is in the hands of users. Therefore, don't sacrifice users' interests for the sake of achieving certain goals. Otherwise, your product won't last long, and promotion will become even more difficult.
7. Difficulty in Talent Acquisition
Many teams have difficulty recruiting the best talents. I once encountered a team where the recruited technical staff couldn't solve even a simple problem that I could handle, such as the signature loss problem. This kind of problem is fatal for a startup team and is a "nightmare" for them. Everyone wants to recruit excellent talents at a low cost, which is almost impossible. The leaders of startup teams should understand the market situation. The app industry is booming, and it's very difficult to recruit talents. It's hard to recruit excellent talents at a low price. Hiring a junior developer for 5K may take a year to complete a product, while hiring a technical expert for 50K may solve many problems in a month. Therefore, if you want to recruit good talents, you have to be willing to spend money.
8. Difficulty in Securing Follow - up Funds
Some startup teams start their businesses with their own initial investment and have no plan for follow - up funds. This is a very risky situation. When basic living expenses are a concern, it's difficult for people to focus on their work. As the saying goes, "Prepare your provisions before you march." Many startup teams have no follow - up promotion funds. In the early stage, they can only use low - cost promotion methods, which makes it difficult to survive until the business succeeds. Coupled with the lack of resource accumulation, relying solely on enthusiasm is a very big gamble. The promotion funds may only be enough to make a short - term splash, and if it can't be sustained, the business is bound to fail.
9. Unfavorable Timing in the Red - ocean Era
Another challenge in app promotion is the unfavorable timing. In 2010, many apps could easily acquire millions of users. But now, the situation is different. There are too many people entering the mobile internet industry, and the competition is fierce. It's extremely difficult to succeed in the app entrepreneurship red - ocean. The application stores are highly concentrated, traffic is decreasing, and the cost of promoting apps is increasing. Entering the app entrepreneurship at this time, if the business fails, it's not necessarily because the product is bad. A large part of the reason is the wrong timing.
10. Lack of Strategic Direction
The last challenge is the lack of strategic direction. I've found that many apps just imitate others. When others launch an app, they follow suit. When others add a new feature, they quickly add the same feature. I've seen a competition between two apps. When one app launched an activity, the other app's team immediately ordered their staff to do the same. When one app updated a function, the other app quickly added the same function. Such teams are really short - sighted. The leaders of these teams are always watching their competitors, and as a result, they can never catch up. In fact, when promoting an app, you must have your own promotion direction and plan. Blindly following and imitating will only lead to faster failure. Many promoters' work is often interfered with by their leaders, and many leaders don't know much about promotion. This is very harmful. Therefore, when promoting an app, you must have a plan and steps, instead of being a follower.
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