What do we do when we promote our app?

I am relatively familiar with this aspect and will introduce it in as much detail as possible. When I was in charge of App promotion , I had been organizing the content related to App promotion and collected a lot of information on the domestic Android and iOS markets. If it is useful, you can take a look at it. Here I will first systematically talk about the methods of the App promotion process.

1. Promotion of application market

Due to the early entry, the industry has accumulated a large number of users, and has the characteristics of concentrated user groups, high-quality and large numbers of users, the most professional forms of expression, and the most concentrated applications. The promotion companies in the industry include third-party electronic markets,
For example, Baidu 91, App Store, Wandoujia, Anzhi, etc.; mobile phone manufacturers, such as OPPO's Cocoa Store, Lenovo's Le Store, Xiaomi Store, etc.; telecom operators such as China Mobile MM, China Unicom Wo Store, and China Telecom Tianyi.

There are only two ways to cooperate with these channels. The first is free cooperation, which mainly includes cooperation on first releases, events, etc. You need to establish a good relationship with the channel operators to provide them with a free position. The second is paid cooperation. Most markets will have publicly announced publication examples, and you need to negotiate a price with the market operators for paid promotion.

First launch in the market: determine the time of the first launch (determine the position given by the channel); prepare the package in advance according to the first launch requirements (first launch LOGO, screenshots, cooperation with Weibo and WeChat, and in-app recommendations).

Software testing: transfer packages to the first release platform (for advertising, checking the first release location and changes in volume); update packages on other channels after the first release (including packages on the official website and mobile phone download page); summarize the first release data.

Marketing activities: pay attention to the developer activities section; be responsible for the activity channel manager; collaborate with other apps, holiday activities, special events and editor recommendations, etc.

Coordinate with Weibo and WeChat promotion: confirm the event location, ranking, and banner (if required, it should be designed in advance).

Data monitoring: Keep an eye on your competitors’ activities.

Exchange volume: You can exchange volume with other apps or channels. It is best to exchange volume with those that have more volume than your own. Evaluate whether to exchange, whether the user groups are consistent, whether there is a competitive relationship, and the other party’s brand image; exchange materials and put them on the shelves according to the exchange requirements; monitor the volume with background data; check the other party’s APP and confirm the position; adjust the position according to the data, or ask the other party to adjust the position, etc.

2. Network Alliance Promotion

The volume brought by the online alliance is relatively large, and the effect is quick, the cost is moderate, but the uninstall rate is high and there are many silent users.

Banner

Also called banner ads, full-column ads, and advertising strips. It is currently the most common form of advertising display, usually appearing at the top and bottom, and is supported by most advertising platforms, such as Weiqian, Duomeng, etc. This form of advertising is small in size.
The revenue is also relatively stable, and most developers will choose this type of advertising. The advantages of banners are their large display volume and wide media coverage, while their disadvantages are that their click-through rate and conversion rate are relatively poor compared to other forms of advertising.

table plaque

Also known as interstitial advertising, it is an action-triggered full-screen/half-screen pop-up or embedding ad when using the App. Mobile games are suitable for this form of advertising, and they have good performance in click-through rate, conversion rate, and user activity. It can pop up in half-screen or full-screen form when the application is opened, paused, or exited, which can cleverly avoid the user's normal experience of the application. Because of their large size and stunning visual effects, interstitial ads have a very high click-through rate and good advertising effects.

Offers Wall

Various tasks are displayed in an app (downloading and installing recommended apps, registering, filling out forms, etc.), and then users complete the tasks in the game embedded with the points wall to obtain virtual currency rewards. Based on CPA (cost per action), developers can get a share of the profits as long as users complete the points wall tasks.

This method can quickly increase the volume and has obvious effects, but most users do not really download and use the software because of its goodness or demand, so the survival rate is not high, which increases the promotion costs. It is suitable for large teams with funds that need to develop as quickly as possible.

Under normal circumstances, it is not recommended to use a points wall for Android. The reason is that Android does not have only one app store, AppStore, like iOS. It has relatively more resources to display and does not need to use a points wall to rush to the top of the list. If your KPI is the number of activated users, and as long as they are real users, you can also brush the rankings through the points wall.

PUSH

As an important means of operating mobile applications, push notifications are increasingly valued by mobile game operators. When the same content is sent to all users, pushed at any time, and the performance of the push remains unchanged, users will gradually become annoyed after receiving such non-targeted pushes many times. However, what annoys users is not the push function itself, nor the number of push notifications sent. What is important is the content sent.

3. Exchange promotion

We exchange traffic through BD cooperation, you use mine, I use yours, and we exchange users with each other.

Content Cooperation

By using high-quality content, we can attract accurate customers and potential customers, thus achieving marketing goals.

Open screen

When the App is opened, it is displayed in full screen/half screen. Under normal circumstances, the same user will not frequently launch a single App. Therefore, compared with other forms of advertising, this type of advertising can cover relatively more independent users with the same number of advertising displays.

Pop-ups

A form of advertising that pops up when an app is opened. It works well, but it greatly affects the user experience.

Focus Image

It can be simply understood that one or more pictures displayed in the application are the focus pictures. It is located in a very obvious position within the app, using a combination of pictures to play content, similar to the focus news except with pictures. It is usually used on the homepage of an application or a channel. Because it is in the form of a picture, it has a certain appeal and visual appeal.

In-app recommendations

You don’t have to find a separate app to exchange traffic. There are many software that specifically recommend apps or have software recommendation columns. In-app recommendations will basically have no effect if the placement is too deep and the other party’s user base is not large. Unless it is an app with a user base of over 10 million or even 100 million and a relatively obvious position, it may be effective. Otherwise, don't focus your energy on it.