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How entrepreneurs enter the app market:

There are many companies that encourage beginners to step up and try their luck in mobile app development. There is a great difference between being technically skilled and becoming successful. Not all skilled app developers are successful in mobile app industry. The biggest task for app developers is to develop a unique app and market it straight to their customers. I would like to share the top 6 mistakes entrepreneurs should avoid while developing and marketing the mobile app.

Building an app for multiple platforms:

This is one of the common mistakes app developers do. Entrepreneurs face a very competitive space, as there are millions of apps on Google Play and Apple Store. Instead of doubling the cost of developing app for multiple platforms, one should focus on building for one platform first. By launching a mobile app on two different platforms simultaneously, you are adding more to the development time and cost.

Additionally, if you make any changes to the design and/or functionality of the app in one platform, you have to do it on both places. Hence, developers should avoid this mistake of developing for multiple platforms at the same time.

Inflexible marketing plan:

App development and app marketing are two important phases of building a successful app. However, entrepreneurs tend to show much interest in development compared to app marketing. As the App Stores are crowded with millions of apps, your app may not be discovered on app store even on the day of launch if you fail to market it properly. Entrepreneurs should think of a perfect marketing plan as the app is being developed. Apps can be marketed in multiple ways by creating a clear strategy of target audience and their preferences.

If we see social media, we understand how drastically it has changed in the recent years. Marketing goals are changing from time to time, as a result of which what is working today may not work tomorrow. Entrepreneurs should create a flexible marketing plan that accommodates current and future market situations. By being flexible with own marketing strategies, app entrepreneurs can stay ahead of others.

Technology and marketing are ever evolving, which means a single strategy will not generate same results. If you see the development and marketing plan of the top 10 best mobile apps, you will see how they used technology to market their apps. The marketing channels they used earlier were entirely different from that of the channels they are using now. It means entrepreneurs should diversify their marketing efforts to ensure that they are not putting all the efforts in one basket. Focusing on one tactic for long period may diminish the returns.

My advice is to consider marketing plans as investment strategies. If you want a steady increase in popularity & profitability of the mobile app, you need a healthy mix of marketing tactics. Trying new marketing tactics and plucking the ones that are no longer effective will increase the popularity of the app.