How to act like a developer think like a marketer

The world of apps is limitless. The app store has an app for every need. There are more than 30 million mobile apps collectively on Google Play Store and iOS. With multiple apps for everything, getting your app discovered and downloaded is only getting tougher. Driving engagement and growth retention are the prime concerns of any app developer, provider or marketer.

Startups are also aggressively developing apps to give their business the app-advantage. Some startups are even taking up the app-only-approach. App-only-approach has a significant list of advantages attached for both the company as well as the user.  App usage offers a personalized approach and customer experience, easy accessibility and accurate user info, it has a better reach because the number the smart devices clearly exceeds the reach of personal computers. App approach gives easy access to user location and can help ascertain variables like estimated delivery time of the order at the exact location, which is not possible when an order is placed using the website or phone.

Unless startups are funded they usually operate on a shoe string budget with a small team. Working with the help of minimal resources involves doubling up roles for the team members. The small startup team takes on multiple roles to work towards building a good product.

A techie’s job usually involves coding and developing the app. When taking up multiple roles to take economies a developer might also need to look into other dimensions like marketing the app at various levels and reaching out to the target audience. Even in the initial stages of app launch an effective marketing strategy is necessary. 80% of the apps in the Google Play store have managed to fetch less than 1000 downloads, which means, an app that does not interest its targeted audience will be pushed aside along with these 80% apps that could not efficiently attract, engage and retain its users.

Developers need to wear the marketer’s hat to ensure the success of their product. Marketers get a first-hand feedback about the product and hence can contribute valuable information towards improving the app and making necessary alterations according to customer feedback.

Marketing is a process, not a single event. It involves research, strategy, promotion, advertising and sales. The most important, and neglected, dimension of marketing is having the right marketing attitude.

To step into the marketers shoes and work towards product success and customer satisfaction a developer needs to make a few changes in his approach towards the product. His job would only involve coding. If he knows the segment of users that might find value in the product and he would be able market it better and even design campaigns to engage the user with the app.

Even if your product has a marketing team in place. It would be beneficial for the developer to be on the same page as the marketers. Insights derived from the marketing team could be useful towards product development too. Developers can update the marketers about the new or upcoming features in the products that would be useful in devising a more efficient marketing strategy.

To standout in a cluttered market space even developers need to identify and capitalize on marketing opportunities. Having developers and marketers on the same page working towards a common goal will build the necessary momentum that a great app needs to make a mark.


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