Part 4 in our series of mini-blogs offering advice to mobile marketers discusses the relationship between developers and marketers. Catch up with the others in this week’s series: Part 1: App DiscoverabilityPart 2: Apps’ UX, UI and Value and Part 3: Push Notifications 


In terms of tips for app start-ups, our experience tells us that liaison and co-operation between developers and marketers is absolutely key. We see companies that consider marketing and development to be completely separate. It’s so important that the marketing and development teams have frequent and open communication – including education sessions that can help the development team to see the value of implementing marketing elements such as push notifications, onboarding and review management.

Customer service and feedback teams should also be part of this communication. Feedback should be shared with the developers and marketers to help them understand not only what the core value of the app is in the user’s mind, but also the priorities for ironing out the flaws. Making decisions based on what you as a developer or marketer think people want rather than asking them could mean a lot of time and money could be invested into something that no one wants.

In truth, you can never understand your users well enough – at any point of your app’s lifecycle! Before app launch, market research is invaluable to understand where your app will fit into the market, and who it’ll be most useful to. You might even find new uses for the app that you hadn’t even thought of, which could end up contributing massively to your core value.

Once the app has launched, in-app analytics are vital for a couple of different reasons additional to this. Firstly, in-app analytics can help you to understand where the problems lie in your app: pain points, key features that are going unnoticed, retention rates. These analytics should have a significant influence on your app development roadmap. We’ve seen clients that weren’t even aware they had a retention rate lower than 5% within the first 2 weeks.

The second reason for in-app analytics is to help with segmentation. Different types of users will behave very differently within the app. By understanding those segments, you can create highly targeted mCRM campaigns that will improve retention rates and lifetime value.


Want to find out more about optimising your app and keeping up with the latest OS capabilities? Get in touch by visiting the Contact Us page. Follow us on LinkedIn, chat with us on Twitter @yodelmobile, and join our #mobilemarketingUK LinkedIn group.

Read more from Megan: A Merging of Worlds: Discovering App and Web Content and Dark Traffic and Its Rise, Part 1: What is Dark Traffic?