How can a product achieve user growth? Share 3 points!

In the current environment of accelerated development of mobile Internet , the competition for user traffic on mobile terminals has entered a white-hot stage. The mobile marketing market has become the absolute main force driving the growth of the Internet advertising market. In the future, as users become more dependent on mobile Internet , the marketing potential of mobile Internet will be further released.

If you want to get more usage scenarios and clicks from consumers, you can no longer limit yourself to advertising on web pages. This is obviously outdated for today's consumers who often adapt to mobile devices.

In the current market environment where all types of advertisements are commercialized, it is necessary to improve the quality of the platform’s advertising content output! So how can information flow advertising, which is mainly based on content or form, bring more incremental users to advertisers? How to provide consumers with an advertising experience that they are more willing to accept?

User needs refer to the way consumers want to solve the problems they face in a convenient and quick manner. Advertisers can then enhance the stickiness of their products to users by discovering and meeting user needs and attracting their attention on today's rich media resource platforms.

Of course, user needs are multifaceted and multi-layered, but the limitations of resources and conditions determine that it is impossible for products to meet all user needs. Then, we need to sort and prioritize users' needs and focus on solving the needs that users need most urgently. Through the mobile Internet, we can gain an in-depth understanding of the real needs of target users on mobile devices, PCs and other usage scenarios to help users solve practical problems.

Case sharing:

New York's Farrow Park used to be a place with high crime rates and a poor environment. It was a dangerous place for citizens. The New York government once tried to transform it by unilaterally improving the environment and strengthening supervision, but it has repeatedly failed. Later, through a survey of local citizens, it was found that the only positive activity in the park was the occasional dog walking by a few citizens. The park manager adopted an experimental plan to improve the quality of the park's lawn and abolished the requirement that citizens use dog leashes when walking their dogs in the park. This small measure produced very positive results. The popularity of the park increased rapidly, the environment began to slowly improve, and the crime rate began to slowly decrease. Just satisfying such a small demand of citizens has brought very significant positive effects, which is undoubtedly worthy of reference for advertisers.

Only through user needs can we continuously innovate products, meet more demands, and thus obtain more user traffic.

Product empowerment means that advertisers give products certain capabilities in order to attract users' attention with a special point. When it comes to the details of product empowerment, it can be understood like this: for example, when a user wants to buy a piece of high-quality and low-priced clothing, but is troubled by price factors or other purchasing channel factors. However, if there is a platform that provides both discount coupons and direct purchases, can it arouse the interest of users and attract the attention of such users through information flow promotion advertisements on the media resource platform, thereby promoting consumers' clicks, thereby successfully obtaining user traffic and achieving user conversion . Use product functions to fill user needs and troubles and promote interaction.

Case sharing:

An APP and a real estate developer empower their products in different situations

As shown in the picture above, some of consumers’ daily worries and concerns can be solved through the product’s functional manifestations. A telecommunications operator and an advertiser jointly gave their product the function of realizing multiple numbers on one device. Through information flow advertising promotion on a certain resource platform, the product caught the attention of consumers. The audience was easily attracted by the special functions of the product and clicked to download, thus becoming converted users . Furthermore, a real estate developer’s information flow advertising on a resource platform, by offering preferential prices for properties during the holiday season, attracts users with price benefits and promotes click-through conversions.

The content display of information flow advertising is an important way to obtain user traffic. Whether or not there is a large enough user traffic depends on whether the information flow advertising content can be accepted by the audience, which is also the core of competition with other forms of advertising content. The balance of advertising elements, the tension of the picture structure, the space, shape, light, music, size, color, movement of advertising elements, background changes, copywriting , etc. can all affect consumers' psychology, thereby guiding their attention, aggregating or stimulating reactions.

To put it more simply, the degree of involvement of advertising content in the platform can attract the attention of the audience. For example, if you want to buy a car , you will definitely think about it for a long time. If you just want to buy a signature pen, no one will think about it for a week before deciding what brand to buy. Therefore, for advertisements for products that attract a lot of attention from the audience, such as digital products, more relevant information or information links can be provided in the layout design to facilitate the audience's further understanding. For low-involvement products such as chewing gum, novel forms and creativity can be used to spread the image and brand. This will attract user clicks, obtain user traffic, and achieve user conversions.

In short, as long as you fully grasp these points, you can easily meet user needs and achieve a qualitative increase in users.

The author of this article @微斯敦 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games