THE BEGINNERS GUIDE TO
Mobile App Marketing
Written by Logan Merrick
CHAPTER 4:
Define Your Product Structure
Structure is the product itself and how the customer accesses it. For example, let’s say you’re developing a service that gives you the time in any country at any time. You could do this via a desktop application, a physical book or a browser plugin.
There are two areas we need to focus on here:
– Redundant structure
– The wrong structure
4.1 Redundant Structure
If we look at a regular book store. Their structure is: They sell physical books to the public. The nature of that product makes it a very difficult product to market, because the structure of that product is almost redundant now.
A better structure would be…digital.
This doesn’t really affect app developers as much as it affects brick and mortar businesses. But there are still threats in here for us. Particularly in the years to come. It will pay to keep an eye out for new and disruptive technologies.
4.2 The Wrong Structure
If we look at a regular book store. Their structure is: They sell physical books to the public. The nature of that product makes it a very difficult product to market, because the structure of that product is almost redundant now.
A better structure would be…digital.
E.g. iOS vs. Android vs. Web
E.g. Smartphone vs. tablet vs. smartwatch
This comes back to knowing your customers and understanding their preferences using a mobile app marketing guide.
The wrong structure is a definite threat to app developers. If you deploy the wrong structure, it really doesn’t matter how much you advertise/promote your product, people won’t adopt it.
