A marketing plan will help you identify the most cost-effective ways of reaching your target audience and performing the functions needed to reach that audience. For example, banner ads might work well to advertise your app after you have done some research on how they work and what sites might be the best to take your message to the right audience.
You also save money by cutting out unnecessary expenses and avoiding marketing ideas that aren't going to yield you any results. So many developers approach marketing with a scattered approach, trying one thing and then another without too much success. They end up wasting a lot of money on programs, which could have been avoided if they had spent a little time on a marketing plan. A good plan will allocate funds appropriately for your budget and help you reach your target audience as well as keep your activities and budgets on track.
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