Want to get the most active and high-quality users? You should know these promotion methods

App stores are the main platform for app promotion during the traffic dividend period

App promotion four or five years ago was in the traffic dividend period of mobile Internet , and the real test for promoters at that time was how much they knew about their own products and channels .

To make a good App, you must first conduct internal testing before the product is launched. After the company’s employees and users conduct internal testing on the user experience , if there are no problems, it will be released to the App Store, or to mainstream app stores on the Android platform, such as 360, App Store , Wandoujia , including 91, Baidu, etc. As we all know, there are many people who can do ASO , but few of them can do it well. Before a product is released to the App Store, you need to consider whether the title , introduction, and special pictures are optimized.

After the product is released, it needs to be covered by a third-party post-production platform, such as Application Radar, etc. If the coverage is very small, the possibility of being searched is actually very low. Just like buying things on Taobao , you will only scroll through three pages at most, and basically you will still be on the first page. Therefore, in these scenarios, traffic basically costs money.

Information flow advertising has become the fastest growing promotion method in recent years

Mainstream representatives of information flow advertising, such as Baidu and Sina Weibo , basically use internal optimization or agency optimization in terms of bidding, but the competition is very fierce. Because the bidding is very sufficient, many platforms are advancing intelligently. For example, when browsing the news, whether the advertising content can surprise users and make them willing to click on it depends on whether the material can present the characteristics. Issues including time period, population, region and push background details need to be considered. Therefore, when placing information flow ads, you cannot expect the channel to do the optimization. Because you know your product better, you have to take the lead in the channel yourself and present the product ads better and more reasonably in the user's field of vision.

Mobile Internet users experience downloading apps in a fragmented scenario, so how can we make users remember the product within three seconds? Are you attracted to the App material and willing to click on it? Even if you later find out that this is an advertisement, it is an active behavior of the user rather than a passive behavior. Therefore, as a CP, you should take the lead in this matter. You can let the channels help you promote it, but you need to know where the money is spent, whether the data is growing, and whether there are big fluctuations.

The scenarios of mobile Internet are basically paid scenarios. If you want to promote the platform on the mobile terminal, you must have a full understanding of the channels and consider whether the scenarios are accurately matched. For example, what is the scenario for e-commerce apps, is the place you want to promote highly compatible with the product, what should you offer to attract users... Apps require funds for ASO, but before doing ASO, the person in charge of promotion must first master the basics. It depends on whether the coverage value of the App is large enough after it is launched. If the coverage reaches more than 6,000 or 8,000, and the overall popularity is nearly 1,000, the resource volume will be very good. Occasionally, when holidays come for the tourism industry, a seven-day search ranking is done and the number of downloads increases very quickly. This is also a scenario-based strategy.

A new promotion method in the second half of mobile Internet

Combining interactive content in operational scenarios, Tuia pioneered interactive performance advertising

Speaking of scenarios, why does Tuia call it an interactive performance advertising platform? The first thing it emphasizes is the interactive scenarios. As the mobile Internet has entered its current stage, developers have become increasingly aware of the importance of operations and are improving the efficiency and effectiveness of user operations through various online interactive activities. Users are also accustomed to participating in such interactive activities, forming a new mobile Internet usage scenario.

Examples:

For example, users of Moji Weather will have an entrance in "My". After clicking in, there will be interactive activities such as welfare red envelopes and mobile phone lotteries, such as a big turntable, a nine-square grid , smashing golden eggs or a claw machine. When users click on the turntable to participate in this interaction, they may receive a benefit, such as a 50-yuan Vipshop e-voucher. For this user, because he actively participated in the interactive activities of the App he frequently used, he obtained rights and benefits that were closely related to his life, and there was a high probability that he would be attracted to use such benefits.

This is the first interactive performance advertising created by Tuiaa that combines content from operational scenarios. In the innovative advertising model of TuiA, users are not passively accepting advertisements, but actively obtaining advertising information.

More than 9,000 media partners, accurately covering the most active mobile Internet user groups

At present, TuiA’s average daily exposure has reached 1.2 billion, with 280 million monthly active users and more than 9,000 cooperating media. Regardless of whether it is a tool or platform app, it can become a mainstream media for Tuia, including Moji Weather, 360 Guardian, Phoenix News , iFlytek Input Method, etc., which have already reached cooperation. The audience is mainly concentrated in first- and second-tier cities and third- and fourth-tier coastal cities. They are the most active user group in the mobile Internet and also the mainstream consumer group. In such a huge audience group, how can we accurately match the advertiser's audience portrait needs with personalized advertising?

Going back to the example just mentioned, such a Moji Weather user will have three to seven chances to enter the lottery every day. If the interactive activity is not a form he likes, he may choose to give up the opportunity for interaction. If the welfare benefits finally presented are not what he is interested in, he can simply close it and enter the next round of activities, and repeat this cycle until he obtains the content he is interested in, or uses up the number of times he can participate in the activities for the day.

Therefore, the advantage of Tuia interactive performance advertising lies in aggregating the most active and high-quality users on mobile devices. At the same time, through the interactive activity scenarios, users actively click and participate in the activities, and the users who are converted by the advertising effects are extremely accurate. So the biggest difference between push and ah is changing passive acceptance into active participation. Only by relying on the quality and activity of Tuia’s users can we ultimately achieve low-cost advertising and high conversion effects.

So how can we enable users to quickly participate in interactions and obtain the rights and benefits they are interested in? This requires the use of Tuia's unique efficient activity recommendation system and precise advertising delivery system. Through precise delivery algorithms, Tuiaa can quickly help advertisers efficiently and accurately match audiences among the huge user base brought by more than 9,000 partner media.

Case: China Ping An Travel Insurance

Ping An of China’s promotional benefits include free travel insurance worth RMB 180, covering people aged between 24 and 60. Ping An’s focus is on promotion needs and the effectiveness of user information. If users want to receive the 180 yuan free travel insurance, they must provide their identity information and contact information. TuiA then provides Ping An with effective and accurate user information. In the later stage, it will be handed over to telemarketing for conversion.

When promotion needs can be met and conversion rates are improved, it means that the benefits are attractive enough. At the same time, when users see the benefits, they are willing to take the initiative to obtain the benefits. This is the promotion that TuiA has done for Ping An. Therefore, advertisements with appropriate rights and interests are more suitable for the operation scenarios of interactive performance advertisements. The high conversion rate brought by low cost and stronger display carrying capacity are also helpful for the first-level effect conversion, which means that the choice of rights and interests has a certain correlation with the required users.

Compared with other advertising models, Tuia interactive performance advertising platform is still in the traffic dividend period. In addition to helping advertisers efficiently and accurately match audiences, advertisers can also acquire high-quality users at a relatively lower cost through the TuiA platform. We hope that the TuiA interactive performance advertising platform can help everyone to better conduct marketing promotions and become everyone’s preferred third-party advertising platform.