How does the Android market distribute and promote apps?

This article uses some optimization operations performed by PPmoney in the Android market as examples to teach you how to distribute and promote APP.

Preface

Today I will mainly share with you some content about distribution and promotion operations, as well as some understanding of Android users.

The daily life of distributors: “A certain channel is like this and that, should App Store increase its budget, should OPPO increase its budget, your costs are high again, Huawei has lost registrations again, App Store has lost registrations again, Android’s first-time conversion rate has dropped again…” As a distributor, my daily life is like this, I get criticized, and occasionally get a little motivation. I will tell you later why I am paid attention to by my leaders and colleagues every day.

Today I will mainly talk to you about four aspects: the explosion of Android traffic , some basic optimizations of Android in the market, how to play advertising, and then briefly introduce what intelligent things we have done.

Chapter 1: Explosive Android Traffic

How many Android users are there? Data shows that as of Q2 this year, there are nearly 1.6 billion devices in China, of which Android accounts for 80%, which means that eight out of ten devices around are Android devices. Data from 2016 shows that iPhones accounted for 22%, which is the proportion this year, accounting for 13%. These data also show that Android's scale is getting bigger and bigger , so people are paying more and more attention to it.

This is the sales of some domestic brands and mobile phone manufacturers in 2017. Huawei's business share has increased by 5% from last year to this year, while Samsung 's share this year is only 3%. It also released some awesome new phones this year. If you look at the overall share, you will find that OPPO, Vivo, Huawei, and Xiaomi all account for 69% of the domestic market. Domestic manufacturers are taking up an increasingly larger share, while their market share in Apple and Samsung is gradually weakening. This is related to the changes that manufacturers have been making.

The first generation of Xiaomi focused on cost-effectiveness, and its users were a very young group of users between the ages of 19 and 25. But what has become of the devices from 2016 to 2017? It has been transformed into technology and art, and has little to do with the early cost-effectiveness. It has even started to invite some very famous celebrities.

The initial price of the equipment was 1999, and this price has been maintained for four years. In the past two years, it has increased from 1999 to 2500, and some even cost 3000. The whole change is related to the users. After five years, the initial users have reached 24-30 years old, and the consumption capacity of this group of users has greatly improved. They have already started working, transformed from students to office workers, and have even gotten married and had children. Their entire abilities are changing, and their entire brand is changing.

Huawei's early products were rather rustic in style. Huawei's earliest sales were through cooperation with operators , where customers would receive a free phone when they topped up their phone bills, generally attracting middle-aged women and men to buy. Huawei launched three series in 2017. This is the latest one, Mate10. This is a Porsche customized version. It is said to have been sold for more than 10,000 yuan and is out of stock. Their positioning is very similar, they are all business people, civil servants, bank executives, and wealthy "tycoons".

This pink camera-focused mobile phone is specially designed for women. During the entire process of change, the business series and the women's series were independently developed, and even a "son" named Honor was born. In fact, Honor and Huawei are two independent product lines, and they even invited Hu Ge to be the spokesperson. The main target group will become young people. Including some publicity, the main focus is the overall brand awareness, taking photos, being colorful, handsome and youthful.

These changes can be understood as changes in the target groups of Xiaomi and Huawei in recent years. Android users are changing, from the earliest very young people with relatively low incomes to business people.

OPPO has not changed over the years. It has always focused on photography and has never changed its positioning. The only positioning is that it has invited a large number of popular stars and attracted many fans.

Let’s look at vivo . Vivo and OPPO were both owned by BBK in the early days. You will find that wherever there is OPPO, there is vivo. They often compete with each other, from the early music phones that were slim to the latest full-screen phones today.

The main focus of OPPO and vivo has not changed, which has always been the latest technology and music. They have invited many celebrities, including some sports stars to face sports fans, and now the very famous Lu Han , Eddie Peng, and Zhou Dongyu. These stars are now traffic stars and represent the hot spots that most fans are paying attention to.

Among these four, which mobile phone user has the richest? Huawei.

Which mobile phone user is more likely to accept new things and new products? Xiaomi, Xiaomi's users are geeks or they are willing to try new things, which leads to its positioning.

Users of Huawei have more money and stronger investment capabilities. Xiaomi’s investment capabilities may not be as strong as Huawei’s, but they are willing to try new things, like the latest zero-yuan purchase event.

In fact, their entire brand attributes have been changing from 2011 to 2017, including their product series. The advertisements are aimed at these users. Can they do some customized things? The text message for Xiaomi says that you can buy the latest MIX2 for free. For Huawei, you can get a Porsche collection. If you invest 100,000, you can get a Porsche mobile phone worth 10,000. I hope to share the brand positioning with our operations partners, including the entire application.

Let me talk about the situation of PPmoney user devices in the past two years:

In fact, throughout 2015, the market share of Android and iOS was basically 50-50, but if you look at the data in 2016, it has become 40-60. You will find that Android's share has directly increased from 49% to 64%, an increase of 15%. You will find that this is related to the changes in the actions of Huawei and Xiaomi in recent years.

Why is Android being paid attention to by leaders every day? Because the proportion of Android users in investment is increasing, as domestic mobile phones are getting better and better, more wealthy people will choose Android devices instead of buying the latest Apple devices like in the early two or three years. This is the overall change.

Including the operation side, we can give different things to different mobile phone users, and give them customized gifts that they like. For OPPO and vivo, their investment capabilities are relatively poor, but they account for 40% of the total sales, and the user base is large enough, so for future marketing , we can set some low thresholds but not so much efforts to get this group of users involved; for Huawei, we can give them a higher threshold but a bigger discount to convert them into high-quality customers; for Xiaomi, we can give them the latest activities and let them play by themselves.

In fact, our goal is to convert them, from novices to primary investment users, and then to high-quality investment users.

Huawei's overall user quality will be relatively constant, because its early positioning was business. When conducting tiered marketing, can we give them more support? However, this requires a long investment cycle and a higher threshold, and they must continue to cultivate special high-quality users.

Huawei has created a feminine series and a younger Honor series, and it is also changing itself, including whether it can try marketing, like these powerful machines, or whether the zero-yuan purchase theme can be changed to giving away Huawei products.

Because Huawei's main point is patriotism. In fact, it targets this group of people aged 35 to 55. They are very supportive of domestic series. They think that domestic products are the best, or Huawei is the best. They have this sense of identity. You can do some marketing to turn them into high-quality users.

Companies like OPPO and Vivo are in an awkward position because their users are very young. Many of them are students or just starting to work. Stars have a great influence on them. Some people even buy phones just for Lu Han. Whether they target the hot-selling products of these stars or not, they can be stratified in text messages into high-quality ones, those with strong receptive ability, and those at the elementary level, and gradually converted into the highest quality ones.

Chapter 2: Android Market Basic Optimization

Let's get straight to the point. There are many Android markets, more than a dozen, and Alibaba accounts for four of them. The Android market is not like Apple's APP Store, which only has an app store. Every Android phone can install unlimited application stores , and there are even some unpopular ones, such as Sogou Mobile Assistant.

The entire structure is rather messy, but they have some commonalities, including the basic information displayed will not change. These are common ways of playing. This chapter mainly talks about how to operate directly with some techniques without spending any money.

In fact, Android, like iOS, will also have optimizations.

The logo of the application market is very important because many users attach great importance to security, especially financial security, and feel that adding an official logo gives them a sense of security. These are all very small points, but when added together they will create an overall safe APP for users, and not a messy software.

There is also the latest 9+2 activity. Users prefer security and like to focus on the introduction of the latest activities. However, after many experiments, they found that it is best to tempt them with benefits.

Ratings are something we optimize every month because they feel that a lot of people use it, just like WeChat and QQ, everyone is using them, so shouldn’t I try this too?

There are also screenshots, and I can show three of them. They will all show some safety points, such as income, security, operating time, and 80 billion transactions. I will tell users that I am a platform that has been in operation for a long time and my activities are very strong, but I will definitely not run away. I am one of the first batch of national certification.

Then there are comments. In fact, just like iOS, comments will also affect the ranking of an app in the app market. There are many influencing factors, in addition to comments. It will be affected by the number of downloads and comments. So what IOS has, Android will also have. As we will talk about later, what IOS doesn’t have, Android will also have.

We are actually participating in some official activities with 360 Mobile Assistant . When we have a relatively large version iteration, we can apply for some of its operational resources. It will give us some recommended positions on the homepage, including some market banners, PUSHs, and special resource positions. These resources will increase our download volume.

This was an activity we had previously held on App Store, where we gave away our JD E-cards. In fact, this activity should have been open to new users at the time.

At that time, App Store had a group of resources. You could give users a reward, and then App Store would give you a banner position on the homepage and other special spaces.

In fact, if you simply spend money to buy these places, it will basically cost more than 100,000. If we make it a special customized activity, the application platform will be happy for you to do these things. Because what they need are some activities to motivate the entire user base, and they also need daily and monthly active downloads. At that time, we were the leader in JD E-card, cooperating with App Store to analyze the entire resource. In some aspects, these resources, except for event awards, are free. If necessary, you can design them yourself and communicate with the media about this.

Chapter 3: Android Bidding Advertising

I have talked about three free ways to play earlier, and later I will also introduce to you some Android ways to play that require money. In fact, 80% of Android's traffic needs to be purchased , including the resources on the homepage. Just like when you open the app store for the first time, it will recommend you to install a large number of apps that seem to be very popular, but these apps all cost money. When you download one, it will charge us CP, 5 yuan each.

On the homepage, you also see advertisements. You click on them and spend one dollar. In fact, you will find that these advertisements, and then the list is also full of advertisements. The things you see in the classification are also advertisements. So the biggest difference between Android and IOS is that its commercialization is relatively complete. Wherever users can see, there will be corresponding advertisements.

The gameplay of Android and IOS is different. We focus on exposure and then display, but we have to control the cost.

In the search area, even if you don't search for anything, it will still give you an advertisement introduction with various types of advertisements. He even recommends some advertisements and resources that he has purchased with money in your category list and ranking board.

How do we usually find an App? I know my needs and the App, I know my requirements but don’t know which App to use, and I can’t clearly define my needs. The latter two are inspired by what is displayed in the app market.

They don't have a clear goal. They will go to popular apps and essential apps, which are some recommended positions . This is also called a type of exposure position .

In fact, what we are still missing is the time definition . When users use these things, they actually have a time hotspot, because I can't download a financial management software in the middle of the night, but I can go to the application market in the middle of the night to download a dating app or watch a video app.

Actually, I would like to ask when is the peak time for our users to be active? In fact, there is also a time node in the application market. This is a data from Xiaomi. In fact, users are more likely to download an APP on weekends.

In the application market, a large part is materials . The target of user concentration is a linear one, so if certain materials can stand out, your ad will be more likely to be clicked by users and your APP will be more likely to be downloaded. So we will also do a lot of things in terms of materials, including bringing out the activity we just mentioned, and then our financial management advantages, our "Ten Miles of Spring Breeze Is Not as Good as You", and we have specially customized several sets of "Ten Miles of Spring Breeze" materials to be displayed on the App Store.

Because at that time the entire "Spring Breeze Ten Miles" had a very high level of user attention and was able to attract users' attention immediately. With such a good brand endorsement, users will actually like your APP more, click on it, download it, and even register as your user and become your first-time user. The promotion during this period has received very good feedback.

A complementary environment. Of course, in addition to these, we will also promote the concept of our entire smart financial management. Like our PPmoney, we promote user growth through money, so that users can develop financial management habits, financial management behaviors, and financial management knowledge.

We have the same set of materials, and I actually don’t know which one users will like, but I will do an Abtest.

When we were placing the advertisement , we didn’t know whether users liked purple, red, or a simpler color like this. In fact, when we were placing the advertisement, I didn’t know what our user group liked. So I need to do a lot of tests, like in the early days we put a red envelope picture in this position, and this red envelope picture worked very well at the time.

However, later on, many competitors imitated us and launched similar materials, and the effect of the launch dropped sharply. This is because users are not fools. They know that you have used these tricks too many times and will ignore you.

Users also have a behavior called search behavior . There will be several types of searches, and I will summarize them directly. For example, if he is a brand user, a brand user of PPmoney may search for PPmoney, or the early uncles and aunts like to search for "PP financial management", "financial management", " P2P ", or "mobile financial management" and so on.

As far as this industry is concerned, there are some high-quality products. Group loan users will definitely choose the Group Loan App, but I need our App to be exposed at the same time as theirs, so that the Group Loan users can become our users. Everyone is scrambling for this traffic.

Chapter 4: In-depth Advertising Cooperation

We have developed an intelligent marketing plan at Xiaomi, mainly targeting the general financial management population. I will do some mobile banking for China Merchants Bank and China Construction Bank. If you download the APP, you must have some money in your bank card before you download the APP. In fact, they already have the ability to manage their finances, but they need some incentives.

Just like I put an activity introduction on Xiaomi, and told them that our interest rate is 9%+2%, which is higher than the bank's interest rate, and users will be attracted by this interest rate.

Not to mention those who trade in stocks. Stock trading is very risky, so I will target them by hitting the "safe" point. In addition to the relatively high returns, I will not lose my principal. Every user will focus on different things, and even when we choose advertisements, we will make different choices. If what he needs is profit, I will focus on profit. If what he needs is a better activity from us, I will promote the activity. If what he needs is security and stability, then I will definitely promote security and stability.

We have carried out three phases of intelligent marketing in Xiaomi. Let me introduce the entire intelligent marketing to you. The situation is as follows.

Xiaomi has a lot of data based on its Xiaomi mobile phones, TVs, Xiaomi boxes, and even Xiaomi routers, as well as a bunch of Xiaomi bracelets in the Xiaomi grocery store, Xiaomi air conditioners and refrigerators, etc.

Through these big data foundations, users can be labeled, and if you buy a Xiaomi mobile phone, we can know your monthly income range. Suppose you like an APP for watching videos. If Xiaomi knows that you often open this video, then it will classify you as a video user. You will have shopping habits, you like to buy headphones, you like to buy some large small robots, and it will think that you have a desire to shop and a person with shopping needs. You will also have social activities and chat frequently on WeChat, so it will think that you are a social user. For this group of users, it will have very complex algorithms, tell you and package it as your data, so it will have all your behaviors, your geographic location, including your measurements and other specific information. You are transparent in the entire Xiaomi system.

So what did we make? We selected a group of users who have used P2P financial management, stock, bank, precious metals and other software within 45 days as our precise users for exposure, because only the more precise the exposure, the better the conversion it brings to us, including reducing our overall cost.

Then add Xiaomi's lookalike algorithm, and it will be delivered to this group of users. It will also have a portrait of the user based on the click, and then integrate an algorithm with the user, and then target this group of users in a continuous cycle of exposure. You will find that the whole process will become more and more accurate. The target population of our advertisements is becoming more and more refined. We have selected a population of 7.5 million to do it, and later we will only expose the 1.5 million who may be our users out of the 7.5 million, because the effect is not affected by any human interference. It is calculated by black technology, and the final result is that the overall effect is very accurate.

So what effect did this plan have? Our overall brand awareness has been continuously increasing since our early days, increasing by 253%, which is a very outstanding effect. This is the precision we are currently implementing in Android advertising.

This is the end of my sharing, thank you everyone.

Source: PPmomey Marketing Academy