Advice from 5 senior APP promoters to practitioners
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In the process of acquiring APP users, the competition is extremely fierce, and countless APP promoters have made efforts. This field is relatively new, and the big names have persisted through confusion and exploration until now. At the forefront of the field, they are always the first to embrace change. For this topic, we invited 5 senior APP promoters to give some thoughts and suggestions from the perspectives of the current situation and future of the APP promotion market, the development of practitioners, possible challenges and opportunities, etc. We found that everyone’s thinking on these issues has some similarities, from which we may also be able to feel some changes in trends. We hope that through the sharing of these APP promoters, we can give practitioners some inspiration from different perspectives and thus obtain the key to open the future. The current situation and future of APP promotion market Judging from the changes in channels , the market distribution advantages of manufacturers are becoming more and more obvious. The domestic Android manufacturer stores, mainly Huawei, OPPO, VIVO, and Xiaomi, are more obvious in terms of user quality and distribution volume. However, with the intensive demand, the CPD bidding costs of manufacturers have risen sharply, and the bids for single downloads are much higher than in the previous two years. In addition to manufacturer resources, the information flow of super APP has also become a channel focus maintained by each CP. This situation has led to the emergence of a series of optimization companies in the market, which provide refined operation and maintenance for channel users and help CPs save costs. Advice for practitioners Looking into the future, APP promotion will gradually move closer to channel operation and data analysis . We should learn to discover problems from the data, find the target group that suits our own users, select matching channels based on the channels and their user characteristics, optimize materials, bid rationally, and start from the perspective of cost control. Future challenges and opportunities In the future, the channel format will basically move closer to information flow and DSP aggregation, so it is even more necessary to first understand the target audience of the channel and make targeted choices. “Full-case promotion and data analysis capabilities have become essential skills” @mariswang | Beijing The current situation and future of APP promotion market The APP promotion market is now in a period of rapid transformation. Traffic channels such as information flow and community advertising have experienced explosive growth in the past one or two years, while point walls , DSP, Baidu Mobile, etc. are on the decline. In the next one or two years, there may be some changes as follows: 1. From the channel perspective, the more traffic is sold, the more expensive it becomes. With the concentration of traffic and the increase in players, the value of all boats will only rise. 2. From the agent's perspective, the "rebate" is getting lower and lower. The service model will gradually shift towards charging "service fees". Like the current ASM , it is basically impossible to get rebates from agents. For agents, the previous competition was about the rebate ratio and advance payment ability, but later it will be about the cost-effectiveness of the "service". 3. From the perspective of CP and operations, the capability requirements are getting higher and higher. This is mainly because the competition is more intense. The previous extensive investment method must be transformed into data-driven refined operations in order to achieve the boss's KPI. Advice for practitioners For APP promoters, simple channel docking and agent docking may no longer be core skills, because these processes are being standardized and non-standard gray traffic is also shrinking rapidly. Therefore, from the perspective of professional skills, there may be the following directions in the future: 1. Ability to promote the entire case. For example, ASM is about to enter the domestic market. Those who have worked in SEM before and are also good at ASO will definitely be very popular. Now there are fewer and fewer channels, and the delivery methods are becoming more and more standardized. Some small and medium-sized advertising plans can be handled entirely by one person. 2. Data analysis capabilities. The level of subsequent advertising delivery mainly depends on the ability to analyze and interpret data. Refined operations need to be based on data. Statistical tools such as SPSS may become essential skills for APP promotion and operation. Future challenges and opportunities As far as advertising is concerned, the boss basically gives a budget and then buys traffic from various channels. The goal is more installations, or ROI. In fact, it is just an " investment " operation. But unfortunately, we see that even in more complex areas such as stock "investment", AI is increasingly replacing traders, and in the past year a large number of funds under the banner of " artificial intelligence " have emerged. In the promotion industry, there is abundant data, clear rules, and increasingly open APIs, which is the best area for AI application. Therefore, in the next five years, the biggest challenge in the field of APP promotion is likely to be AI. Therefore, operations professionals need to better understand the characteristics of AI and read more related books, rather than just sit back and watch the fun. To seize the opportunity, we must have a deep understanding of promotion and AI. “Quality apps are decreasing, and there is a gradual oversupply of marketing talent” @小胖| Shanghai The current situation and future of APP promotion market There will be fewer and fewer good APP applications, and the related talents needed will also decrease, and there will be a gradual surplus of promotion talents. Advice for practitioners As an APP promoter, it is recommended to continue related work, including sales from the media and operation and promotion by advertising agencies. It is not recommended to switch to other fields easily. Experience is a person's most valuable asset. It is recommended to do related work in the future. Future challenges and opportunities The next five years is indeed a bit far away. In the next 1-2 years, the challenge lies in the oversupply of talent. The opportunity lies in traditional companies, which have deeper online reach and are no longer limited to video ads and splash screen ads in major media. Going deeper into the Internet is to achieve product and effect integration. Go deeper into the internet through data intelligence. "Traffic is becoming more and more concentrated and expensive. Only by making profits can we have a future" @拔刀刘| Beijing, The current situation and future of APP promotion market Let’s talk about the current situation first: 1. Promotion costs are getting higher and higher 2. Traffic is becoming more and more concentrated, and almost all traffic entrances are blocked by large companies, such as Tencent, Toutiao, and Baidu 3. Party A is becoming more and more strict in assessing the results. As the capital market cools down, CP cannot get money, and every penny needs to be spent wisely. In addition, practitioners and bosses are becoming more knowledgeable and it is becoming increasingly difficult to "fool" them. I also dare to talk about the future: 1. Traffic is the basic resource of the Internet, so everyone’s desire for traffic is definitely a rigid demand. Given that traffic is becoming increasingly concentrated, the business of spending money to buy traffic will definitely continue to exist, but it will become more rational, and the situation of blindly spending money to exchange for market share will also become more rational. 2. Internet companies return to the essence of business – making money is the top priority. In the past, the path was financing -burning money-refinancing-listing, but now only companies that make money on their own can go further and be able to cope with the current situation of capital winter and expensive traffic. 3. The professional ability of practitioners is the core competitiveness. This needs no further explanation, it is always like this. As the person in charge of promotion, it is not that you are awesome if you don't spend money, but the real ability is how to bring in more users with less money. What you get in return for spending money is time. There are ways to do it without spending money, but can they compete with the speed of bringing in users by spending money? 4. ROI is the key data for measuring operational promotion. If you can get 10 yuan in return for spending 1 yuan, then just keep investing. In addition, operations have gradually become the company's most core work. As users become more expensive and the number of users decreases, the key is how to make more profits from users. Advice for practitioners As a practitioner, the easiest thing is to find a company with positive cash flow. The other thing is to keep an eye on new trends and products, especially those launched by BAT companies. As well as the latest promotion means and methods, no matter whether they are from the underworld or the white world, learn them first. Many awesome promotion methods do not actually come from large companies, but from small companies or grassroots individuals. Pay attention to observation and keep thinking. Another point is to communicate more with your peers, exchange information and ideas. New things are generated in small circles and spread by word of mouth. If you only learn about such things from news reports, it is too late. I hope this will be helpful to you. This sharing comes from Xianhou Q&A - a Q&A platform in the field of operation and promotion. For more content, add the official account : xianhou500 “Acquiring users is difficult, and channels play an increasingly important role” @SKY | Beijing The current situation and future of APP promotion market I have read a lot of big data reports on domestic mobile Internet recently. Although the data are slightly biased, the general trend is that "fewer users download new apps." Because the domestic mobile market is approaching saturation, since the beginning of mobile Internet in recent years, many people have become attached to commonly used apps. The cost of changing apps and user fatigue have led to fewer and fewer people downloading new apps. Therefore, it will become increasingly difficult to acquire users in the future APP promotion market, and the role of channels will become increasingly important. So we must pay attention to channels. Future development direction for practitioners As an App promoter, I suggest that you should know your users and products very well, so that you can more accurately match channels and promote your products to your potential users. And because you understand the user's pain points, you will also be better able to know which sentence will make users more willing to download your app. Future challenges and opportunities It is difficult for me to predict whether there will be a platform to replace mobile phones in the next few years, but at least many people are already talking about VR and AR , so as an APP promoter, you will naturally keep up with the times. Therefore, understanding your users and products better is definitely the core of the core. Once you change the platform, it means that the channels and promotion rules will be completely different. The only feature that will not disappear is how to quickly understand your users' needs, which may give you an advantage when the new platform is born. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @姑婆那些事 is compiled and published by (Qinggua Media). 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