Key Factors that Can Doom Your App Marketing Campaign

The advertising industry is constantly evolving, with new technologies emerging at a rapid pace. These changes have led to growth and transformation as advertisers adapt to new platforms, devices, and consumer behaviors. As a result, traditional advertising rules are being disrupted, and new business approaches are being introduced. With so many options available, it's easy to unknowingly sabotage your advertising campaign.

How can you accidentally cause disruptions in your ad campaigns in 2023? 

Failure to establish clear goals and KPIs 

Launching an advertising campaign without understanding the product's economics and projected payback is unreasonable. Let's take the example of a group that has developed a new fitness-tracking app. Their aim is to help users achieve their fitness goals by tracking workouts, providing personalized plans, and offering community support. The app team launched a marketing campaign to promote the app and attract new users. However, they made the mistake of not setting clear goals and KPIs for their campaign. They failed to define what they wanted to achieve with their marketing efforts and how they would measure success.

Without clear goals, the app team struggled to track the campaign's performance. They lacked specific metrics to measure the success or failure of their efforts. This made it challenging to identify areas for improvement or make data-driven decisions. As a result, the campaign incurred unnecessary costs and efforts on ineffective strategies or channels that didn't yield the desired results. The team was unable to identify areas that required adjustments or improvements, and the campaign didn't reach its full potential.

This highlights the importance of setting clear goals and KPIs in any marketing campaign. Without a clear roadmap of what you want to achieve and how you'll measure success, your marketing efforts may lack focus, be ineffective, and result in missed opportunities and wasted resources. It's essential to define specific, measurable, achievable, relevant, and time-bound (SMART) goals and align your strategies and tactics accordingly to ensure a successful campaign. 

𝐌𝐨𝐛𝐢𝐥𝐞 𝐆𝐚𝐦𝐞 𝐃𝐚𝐭𝐚 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬 𝐓𝐨𝐨𝐥 𝐟𝐨𝐫 𝐅𝐑𝐄𝐄

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Neglecting trending and creative approaches

Staying current and relevant in a highly competitive market requires following trends. By following trends, marketers can understand what the target audience is interested in, how they consume content, and which platforms and channels they prefer. With these insights, you can tailor your messaging, creative content, and advertising campaigns to resonate with your audience and stand out from the competition.

For instance, let's consider the promotion of a new fitness app that uses augmented reality to guide users through workouts. By staying updated on fitness and technology trends, you may discover a growing interest in wearable devices like smartwatches and fitness trackers that track health and fitness data. With this knowledge, you can create a targeted advertising campaign that highlights the app's compatibility with these devices and how they enhance the user experience.

Following trends not only helps you stay current and relevant but also enables you to identify new opportunities and gain a competitive advantage.

A prominent example of an app that followed trends and achieved success is TikTok. The app's success is largely attributed to its ability to tap into the trend of short-form video content, which has become popular among younger generations. By providing a user-friendly platform for creating and sharing short videos, TikTok quickly gained a large following.

If you're looking to promote your app on lesser-known channels, consider advertising on emerging social media platforms or niche communities. Platforms like TikTok and Clubhouse have gained popularity recently and present great opportunities to reach new audiences. Additionally, targeting niche communities or forums related to your app's industry or interests can be effective.

Another option is to explore programmatic advertising, which uses algorithms to automatically buy and place ads across a wide range of websites and apps. This can be a highly targeted and cost-effective way to reach your desired audience.

Ignoring view-through attribution

Attribution plays a crucial role in app promotion and campaigns as it credits user actions, such as downloads, to specific app promotions or campaigns. By closely monitoring user events and understanding their behavior in response to paid activities, you can analyze and optimize various aspects of your app, including creatives and ad spending. Advertisers, partners, and app developers rely on attribution to determine the cost per ad and the payout for successful conversions.

It's important to note that view-through attribution, which is often misunderstood as applicable only to organic traffic, actually involves different factors and provides valuable insights into user actions after engaging with an ad for a defined period, such as visiting a website or a brand's social media page. Adopting view-based attribution allows marketers to gain important statistics and accurately evaluate campaign performance.