Do you feel that the channels are deceptive when promoting? See what the students in the channel say
| As an operator who has worked in the mainstream iOS market in China for two years, I have witnessed the transition from the application era to the mobile game era. It has been a long time since I have seen articles about application circle promotion being widely reprinted. I would like to share some of my thoughts on App promotion from a channel perspective over the past two years. Grace mentioned in her article: "There is a universal problem: the volume brought in by the channels is getting smaller and smaller, but the price sent by the publication rate is higher every quarter. Why?" A friend took a screenshot and asked me why. It's actually very easy to explain. From the perspective of traditional industries, whether it's a price reduction promotion or a buy two get one free offer, it's basically due to one reason: things at home can't be sold and no one wants them. From an industry perspective, regardless of how much of a bubble there is in the mobile Internet, at least on the surface it is still thriving and everyone seems to be doing well. But will any channel with a bit of a reputation admit that no one wants your stuff? Secondly, thanks to mobile games, the revenue of channels and commercialized apps with traffic is increasing. The KPI of sales staff will naturally not be low, and the publication price will naturally not be low. Again, although the traffic entrances are dispersed, the application market is still generally considered to be a place where traffic is concentrated, so there is no shortage of advertisers. It is precisely because the traffic entrances are dispersed that the cost of a single activation has become higher. But as mentioned before, everyone is moving up, everyone’s prices have increased, and the activation cost at each company has also become higher. The final conclusion is that this is the current situation in the industry. Regarding App promotion, there are a lot of so-called dry goods, sharing the various situations encountered during the promotion process. I will also talk about the various situations I have encountered and give some suggestions from the perspective of channels. 1. About the first release This is a major promotion method in the Android market, but is less used in the iOS market. The reason is simple. Most of the real first releases of iOS applications are contributed to the App Store. For CP, seeking first release is equivalent to seeking quantity. Channels have more factors to consider. The first one is whether the first-released application is popular enough, or whether the existing download volume in the market is large enough, or whether they can provide event resources and media publicity to support the first release. Don't think of every cooperation as one-way. The channel's rejection of the first launch of your product is not out of contempt or deliberate excuses. I once encountered a situation where a CP came to me and said they wanted to be the starting player. I said there was really no room for me. The other party replied that it was okay and that it was okay to give me a small position, and that it didn’t matter if the quantity was small. I was young and ignorant at that time, so I believed this sentence. Who would have thought that after the first launch, that guy would say everywhere, "Oh my god, the first launch volume in XXX market is so small, I'm speechless." Then it was spread as useful information. 2. About Communication Grace also mentioned that she is good at communication. Getting straight to the point is my favorite way of communication. Some people often ask me if I am there? Are you there? But they just don’t talk about the matter, which makes me anxious... Sometimes I reply with a “yes”, and the other party also replies to me, “What channel are you using?” I burst into tears. So that's the second question, do you understand the channel you're going to talk through? You just need to have a basic understanding. At the very least, you have to know what the other party's products are, what their official website is, whether there are products for both PC and mobile phones, and whether it is an Android channel or iOS or both. The basic steps of a conversation that I like are - 1. Exchange business cards - tell us the purpose of your cooperation, briefly introduce your products, or give a link. If it is in exchange for volume, I will give you a cooperation document and you should also tell me what daily volume you can provide, what kind of position you can provide, and what kind of materials you need me to provide. 2. If it is resource cooperation - list the resources you can provide and let the market make the choice. Because each market has a different understanding of what kind of resources are suitable for me. If cooperation is possible, everyone will be happy. If cooperation is not possible, communicate more often and try again next time. I have met some developers who, when they were given feedback that they could not cooperate, complained bitterly. Some said that the channel bullied them, and some even resorted to personal attacks. Why bother? 3. About Others I would like to classify SNS, PR, etc. as others. The way to download apps now is indeed different from before. In the past, people would look through the rankings and recommended downloads on the homepage. Nowadays, when I see somewhere that something is fun, I go to the market to search for it and download it. The recommended positions of the channel are limited, but the search traffic is infinite. Doing a good job of exposure, doing a good job of long tail, maintaining Baidu Q&A, Weibo, WeChat, etc., will help you gain a certain proportion of users in Baidu and search engines within the market. If exposure is sufficient, the first launch and cooperation in other markets will also become easy to implement. In addition, choose a promotion method that suits your product. The promotion methods of an aunt-related app and a recruitment app are definitely different. The application market is not an absolute magic weapon. Do you really understand the genes of the product in your hand? 4. There is no absolute dry goods, only relative efforts What is dry goods? Generally speaking, A will list B's successful promotion as useful information. But A is not B, the products are different, the people are different. At most A can feel, "Oh, this is possible," but who can say whether it can become like B? During the case sharing session, B will not tell everyone about the efforts behind his success. Even if I tell you, how many people can relate to it? 5. Final words Promotion is really not easy. It is really helpful to play with the products on the market more, think and summarize more, and choose a promotion path that suits you. |
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