Mobile App Overload: 5 Compelling Reasons to Simplify Your Marketing Tool Chest

[24/365 | 24.01.365] There's an App for that!

For marketers, the growing complexity of e-commerce in this day and age demands the use of advanced software to keep everything straight. Quite a few marketing apps have cropped up in the last few years that promise the world to their users. While they might be capable of doing so, there's a danger in buying all of the hype. There are at least 5 good reasons to be wary of the current app onslaught and to be choosy when it comes to selecting your tools.

Option Paralysis

One of the main reasons why iOS and Apple in general are so successful is that it's distracting to make decisions all the time. In the face of a million software choices, something called option paralysis tends to set in. It's a situation where you can't make a decision due to the sheer diversity of available possibilities. Studies show that consumers are more content when presented with a select handful of choices. As such, keeping your cloud-based software roster to a minimum can be trying.

Lengthening Learning Curves

Another reason why jumping on the bandwagon when the latest and greatest app arrives is foolish comes down to acclimatization time. To become truly proficient with any new productivity tool, there's a certain break-in period that's required for learning the ropes. Some apps have a shallower learning curve than others, of course. However, you'll often waste your precious energy becoming familiar with new software that's almost identical to existing app solutions for marketing in terms of functionality. 

Inefficient Resource Allocation

One of the more irritating things about many cloud-based tools is that they're not the best deal for enterprise-level marketing professionals. Of course, the free versions are great for most people. Look at Evernote, Dropbox and Google Drive if you need any examples. However, the real goods will cost you and they're not typically a bargain. Effectively allocating resources and budgeting for new apps is a big part of the picture, and many tools aren't cost-effective. 

Possible False Positives

Yet another reason why you should cull your options a bit in the app department is the fact that many programs aren't great at producing relevant results. Newfangled apps often give users a false sense of authority on any given subject. Those false positives can cost you in the end when you chase returns that won't ever materialize. Seeing patterns where none exist is a danger for even the most savvy marketers with a background in statistics.

Engendering Laziness

Anyone familiar with highway hypnosis knows how easy it is to fall into a rut. Going through the motions isn't what good marketers do in any market. Constantly questioning your results and your methodology is what great marketers do to rise above the pack. Often, apps give you the illusion of mastering a subject by blinding you with numbers. Worse yet, they make you lazy and take conscious thought out of the equation. 

Getting Back to Basics

While cloud-based technology is always great, learning to use it can be a minefield. All-in-one platforms for things like Pay Per Call marketing often come with all the tools you'll need to succeed. One of the advantages of opting for an inclusive marketing system rather than a mishmash of tools is simplicity. They can tell you everything you need to know in one place without muddying the waters with meaningless data that doesn't further your ultimate end goals. 

Mike Williams

Image source: Creative Commons License Michael Gil via Compfight

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