The Forgotten Marketing Basics

Elia Freedman has an interesting little rant, The App Store Problem Is Not Price, which has elicited a response by Loren Brichter in the comments and by Marco Arment here. In my experience, if you have to have people try your product to understand the differentiation from competing products, your positioning (and therefore your marketing) isn't fully baked. Or your differentiation doesn't matter to your potential customers.

That being said, it is a reminder of thinking through all aspects of marketing, especially if you plan on making your app available on a crowded place like the App Store or Google Play.

Let's use the old 4P's framework here.  Sure, Apple has locked down Place, but that just makes for an even playing field. It is what it is. Given Apple's inscrutable nature, to count on future changes in the App Store is irrational. As a former sales colleague still likes to say: "hope is not a strategy!"

The real question you should be asking yourself is what you doing with the other 3P's? Elia mention changing Product (differentiation) and perhaps changing Pricing, but then goes off and complains about Loren Brichter and Marco Arment (yes, I'd say that calling what Marco has an "echo chamber" is a bit pejorative), which is more about Promotion.

I'd say yes to all of the above. Don't count on the App Store to change - make your product truly differentiated (and that doesn't mean just layering on "cool," but useless features) and do proper promotion. Marco has invested a lot of time and energy in his blog and podcasts, which, by the way, are forms of promotion.

Yes, it's all about taking care of your marketing basics. By not addressing your Product, Promotion and Place, your Price will indeed suffer.