Do you understand App promotion thinking?
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A friend asked me yesterday: How long do you think the promotion can last? In fact, I don’t know how long the channel- based promotion thinking can last, but the marketing thinking is eternal. No matter what, advertising will never die in any era! As a mobile Internet marketing practitioner, exploring channels and analyzing data are our daily routine, but it is also essential to recognize the essence of marketing and cultivate one's own marketing acumen. The marketing sense formed by the analysis of the advertising platform model and nature, the observation of life behavior habits and human nature, often plays a very important role in marketing. As long as we have the correct marketing mindset, we can quickly find the direction no matter how the channels change. First, let’s compare the two current mainstream advertising models, and compare the differences between RTB ( information flow , DSP, ad networks , etc. programmatic advertising) and search engine marketing to look at the basic model of advertising and subvert our marketing thinking. RTB model: The originator of information flow advertising is Facebook , which cleverly combines the previous banner, interstitial and other advertisements with the information content we want to obtain, but in terms of the advertising model, there is actually no essential change. I think the word "push" can vividly reflect the process of RTB advertising. There are many advertising platforms in the RTB model, and the traffic is dispersed. Advertising information such as pictures, texts, and videos are pushed to the users to stimulate potential target users and customers. If marketing is fishing, the combination of multiple advertising platforms is a fishing net. (RTB) The benefits of fishing nets are clear: 1. Multi-platform interweaving and coordination: For the current mainstream information flow advertising, whether it is Guangdiantong , Weibo, or Toutiao, we can push advertisements to our potential audience users based on tags such as interests, regions, gender, hobbies, etc., and instantly obtain a large amount of exposure. The large network of multi-platform interweaving and coordination can easily form a traffic matrix. 2. How to accurately lock the target: Information flow, the effect of DSP advertising monetization actually relies more on big data. The more detailed the user behavior, interests, and hobbies are collected, and the more interest tags are set on the advertising platform, the easier it is to accurately select our target audience users. The accuracy of WeChat Moments and headline advertising push is astonishing. The users of small platforms are vertical and clean. For example, social products for couples can put wedding photography ads, and accounting products can put some financial management -related ads. Sometimes the effects will often surprise you. 3. Advertising materials are of utmost importance: Pictures, texts and videos are the main material mode of current information flow. The mode of pictures, texts and videos gives users a strong visual impact and stimulation. Games , social networking, e-commerce , etc. use this material to attract our target users more easily. For example, this is the fishing net for white-collar users: For example, this is a fishing net prepared for Foxconn friends, represented by Zhang Quandan: When I decided to run an information flow ad: 1. Whether the user attributes of the platform match my product is the first factor I consider. (Are there any fish I want in this sea area?) 2. The second factor I consider is the platform’s big data capabilities (can it help me accurately locate the fish). 3. Operations personnel with ideas and marketing thinking are the third factor I consider (without good execution, even the best plans are nonsense). Search engine marketing is the gun in the hands of marketers, aiming and shooting at target users through keywords. Users trigger ads by searching for keywords. All traffic is piled up by thousands or even hundreds of thousands of keywords. The traffic acquisition matrix of SEM is scattered, and the cost is more controllable than information flow advertising. So how do I determine whether my product is suitable for SEM? 1. In what situations is search used? If I come across a dish I don’t know how to cook, I will search for the recipe, search for the drama I want to watch, search for the novel I want to read. If students encounter a problem they don’t know how to cook, we will search on Baidu to find out which software is useful. The details and behaviors in life can often provide more guidance for marketing. When my demand is so strong, do you think I should click on this ad? 2. The search index is a sight: it tells us where to aim and targets users through keywords one by one. Wherever there are search engines, there is search engine marketing, and the search engine marketing routines are the same everywhere. For ASO , we mostly use tools such as Bird Brother ASO and ASO100 to query the popularity, and then decide which keywords we want to optimize the rankings for, gain exposure, and intercept the traffic of the search results. Baidu search uses the Baidu Index. The index and popularity determine the search volume of a certain keyword. The higher the index and popularity, the greater the traffic. The traffic matrix composed of this series of keywords will lock in more target users. Strong IPs often attract strong traffic. When I was doing SEM for a video player APP, when a popular TV series was released, one activation could often bring in more than one yuan, and the daily volume could easily reach tens of thousands. Products that emphasize IP, such as novels and comics, often have extremely low costs. The only data posted in this article at this time: 3. Advantages of SEM: Ads triggered by users’ active searches for relevant keywords are naturally more accurate, conversions are guaranteed, and traffic is more controllable. When brand advertisements are launched , SEM can accurately target users and take action, tightly intercepting traffic. Prepare the marketing net and load the gun with bullets, then the marketing hunt can begin. A good marketer has both a gun and a net in his hands. The flexible use of the gun and the net is the basis of being a qualified marketer. Personally, I think a good marketer should pay more attention to human nature, the differences in life and culture, and the matching and integration of various resources to produce a stable investment effect and traffic matrix. Data is the ultimate result that we Internet marketers focus on, but a good marketing sense and market sensitivity are essential qualities for an excellent marketer. A good product focuses on people's emotions and desires, and so should a good marketer. Judging from the situation this year, many products I know are gradually monetizing. Advertising is one of the simplest and crudest low-cost ways to monetize. The users of small vertical apps are relatively pure. If you find the right cooperation, it is often easy to hit the target. However, due to the non-standardization of small platforms and the chaotic bargaining model, if you do not have a keen marketing sense and the bargaining skills of an experienced person, the probability of stepping on thunder will be greatly increased. Integrated marketing is the trend I see, and there is great potential for it, but 80% of the marketers I have met cannot make good use of this traffic. Mobile application product promotion service: APP promotion service Qinggua Media information flow This article was compiled and published by @Monkey·D·Luffy (Qinggua Media). Please indicate the author information and source when reprinting! |
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