Mobile APP and game promotion, why can’t we achieve significant results even though we have a budget?

Many people may not understand that in operations and promotions , it is cool to find growth hacking methods for low-cost expansion. But many times, some giants find it embarrassing that even with sufficient budget, they still cannot effectively increase the volume.

Among the advertising analysts, growth is one of the most discussed topics.

When we first started our overseas gaming business, our first product was a web game. We were completely unfamiliar with the Southeast Asian market and paid a heavy price. Then a local game company in Singapore took a fancy to the products we released and took the initiative to seek cooperation with us. The boss is a former Singaporean Go national player. He is a very nice and professional person. He did joint operations with us. The routines of joint operations of web games are very mature, which immediately opened up the situation and became a win-win situation for everyone. This cooperation has continued for many years.

But when we started to promote mobile games, we found it difficult to cooperate. It was not a matter of interests or mutual recognition, but there was no way to distinguish the users and revenue structure of the channel. It is very simple to operate web games, it is just a browser page with different parameters. However, it is different for mobile games. It is impossible to pass channel parameters through independent installation packages in the Android market or the Apple market.

A different way of playing has emerged in China, the so-called vest package, where a package is customized for one channel and the products are rushed into the market. Whoever grabs the users gets the products. This business was still viable in 2017, and some domestic distribution companies made a lot of money by relying on certain traffic routines. However, in 2018, Apple upgraded its market strategy, and vest packages were in widespread distress. Those publishers who relied on vest packages for their livelihood were left in a difficult situation.

Many people may not understand that in operations and promotions, it is cool to find growth hacking methods for low-cost expansion. But many times, some giants find it embarrassing that even with sufficient budget, they still cannot effectively increase the volume.

What is the starting amount? It means being able to acquire effective users on a large scale in a short period of time.

Many products, such as online games, social products, and shared applications, must rely on large-scale users to survive. If they cannot quickly increase in volume, the product may become a dead end, such as the recent social APP war.

Why all that fuss? The first batch of users must come in immediately before the system can be established. As a result, it seems that two companies have been eliminated.

What is the difficulty in increasing volume?

You can’t just rely on advertising or official channels. You must expand various channels, which are briefly listed below:

1. Field sales specialist;
2. Intermodal distribution platform;
3. Internet celebrities or influencers;
4. Mobilize your users to spread the word for you;
5. Third-party traffic alliance;
6. Other product collaborations with traffic.

However, the lack of effective data tracking means makes it impossible to accurately evaluate the traffic contribution and sustained value of each channel, which creates many loopholes.

1. There are many small advertising alliances that inflate, fake, and hijack traffic.
2. Just do the push and get it done, then delete it after installation.
3. For users to share, entering invitation codes is a cost, which blocks many lazy people and greatly reduces users’ enthusiasm for sharing.

So, what seems to be a business problem is actually a technical dilemma.

But everything depends on human efforts. There is a data monitoring tool that can solve this dilemma very well, that is openinstall. By simply integrating its SDK, you can generate links with different channel parameters to enter the download address, which is very convenient for counting user installations from different channels, and can track subsequent continuous opening behaviors. If developers are willing to set up tracking points, they can fully track indicators such as arrival rate, order rate, task completion rate, etc., and have a clear and complete assessment of the traffic quality of the channel.

With such a tool, expanding channels to buy traffic, attracting joint operation cooperation, subcontracting promotion tasks, and encouraging user sharing can all become more targeted, and the quality of the effect will be clear at a glance.

Now, you just need to find an internet celebrity or a big V, give them a channel parameter download link, and let your users share it. The background will automatically generate an exclusive download link for each user. It is simple and convenient, and the threshold is lowered. Tik Tok, Toutiao, Weibo, wherever there is traffic, it is a battlefield for you to increase your volume. Are you still worried about not being able to increase the installation volume? The effect of each channel has been clearly analyzed, so why are you still worried about wasting your budget?

In addition to being able to generate monitoring links, it also provides a barrier-free channel monitoring method for new users. This tool also does an excellent job in improving channel download conversion rates.

For example: a friend shares some content with you through this APP. When the user clicks on this link, if it has been installed, the App will be launched with one click and the specified page will be entered. If the app is not installed, guide the user to download it quickly, and enter the specified page after installation.

The download conversion rate has increased, and your conversion rate for channel promotion has increased, and your conversion efficiency is higher for the same traffic. Then your ads will be more competitive for traffic owners. For example, if two competitors have the same installation cost for the same new user, your download conversion rate will be higher. Then the traffic owner will earn more from your advertising. At the same price, you will get more traffic and quickly establish a competitive advantage.

Source: Caoz's Dream