APP promotion scenario: let users actively download your product!

"Scenario-based" is a prerequisite that always accompanies marketing . "Scenario-based promotion " is a word I thought of recently. What does scenario-based App promotion mean? It is to design a user usage scenario, so that users can have a further understanding of the App you are promoting through the scenario, and by improving the conversion rate , it can stimulate users' desire to download to a greater extent.

In other words, it allows users to download the right product in the right environment.

For example: Put the product on a scenario-based "shelf"

In this scenario, we think of:

• Put the apples in Tiantian Orchard and sell them
• Sell ​​your shop/clothes on Taobao
• Sell ​​the App in the App Store

At the same time, these are also user-initiated purchasing scenarios.

For users, Tiantian Orchard, Taobao, and the App Store are scenarios in which they want to purchase products. People go to Tiantian Orchard to buy fruit, and to Taobao to buy clothes and other items. When users want to download an App, their first reaction is to actively search and download it in the App Market (of course, there are many traffic entrances now, and users will download Apps from platforms such as Weibo and Toutiao , and these are passively accepted by users). This is the most natural and reasonable demand.

The problem to be solved in this case is to carry out precise exposure marketing in the existing scenarios.

For example, when users search for keywords such as " live streaming , financial management , landlords, loans" in the AppStore, improving the search ranking of keywords is to create a precise promotion channel based on the user's active demand scenario.

Or, there is a row of wines on the shelves of a supermarket. People who understand wine will know what wine they want to buy, and they don’t need to consider outsourcing packaging, introduction, etc. However, many people who buy wine in the supermarket do so for gifts and other needs, and they don’t know what wine they want to buy! Therefore, the user purchase rate will be increased through exquisite design of wine packaging and introduction.

Without scene-based shelves, scenes need to be created

From TV commercials, we will think of some of the sponsors’ advertising copy :

Dongpeng Special Drink: When you feel tired and sleepy, drink Dongpeng Special Drink.

It just tells you that when you stay up late to work overtime and are physically exhausted, you can think of drinking Dongpeng Special Drink.

In the early days, when OPPO phones focused on music functions, you must have heard the above advertising slogan.

Charge for five minutes, talk for two hours

When OPPO phones focused on battery life, you were familiar with this advertisement.

OPPO R9s, the new camera phone, this moment is clearer

Now, OPPO phones, which have returned to the photography field, are instilling the above advertisement in you again.

These are all ways to create scenarios through video ads , copywriting, etc., so that you can remember the usage scenarios of mobile phones, drinks, etc. When you want to drink something while working overtime, the first thing that comes to your mind is Dongpeng Special Drink; when you are considering buying a mobile phone with good camera function, you will think of OPPO mobile phone.

Of course, these are all brand advertisements, the marketing budget is relatively large compared to performance channels , and video advertisements have room to "create scenes". However, looking back, for the promotion channels commonly used in App promotion, such as information flow , application market CPT, CPD, ASO , etc., for this kind of effect-based marketing method, there are limited channels that can create "scenarios" by themselves. What is left for us is to cater to the channels for "scenario-based promotion."

For example:

• Baidu's "Android Search Recommendations" on Android phones
• Or the question and answer results found by searching with a search engine
• Information flow ads in UC Browser

Based on the above analysis, we can clearly see that scenario-based promotion is nothing more than two points:

1. The user pain points solved by your product

2. Scenario-based promotion environment

The pain points of a product are easy to understand, that is, what problems your product can solve for users; then how do you understand the scenario-based promotion? From the perspective of promotion channels, there are many environments. With the fragmentation of traffic, promotion channels are not limited to the application market. Many new promotion channels will gradually emerge, such as information flow, various super apps, etc. How do you create this type of promotion scenario? Take ASO as an example:

Let’s look at a few titles first:

• Vipshop is a website that specializes in special sales.
• Didi Chuxing – Just one click for a wonderful trip
• Taobao – Shop anytime, anywhere
• Xianyu – Make your idle time flow

These are all titles that are conducive to brand communication. They all use your own brand positioning or slogans. These titles are conducive to brand communication and strengthen the user's mental positioning. In today's era of increasingly high traffic costs, if you want to gain an advantage in the user's mind, it is sometimes more important than doing a good ASO. However, this usually requires a larger marketing or brand budget.

Let’s take a look at the promotion without the brand dependency effect:

ASO Title :

• Ximalaya FM (audiobook community) radio audio novels crosstalk storytelling
• Ctrip Travel - Hotel, Airline and Train Ticket Booking Assistant
• Tencent News - Mobile reading software for headline news and hot information

It can be seen that although these are also leaders in their respective industries, they have also put a lot of effort into ASO. First, they use the advantages of their own brands to gain exposure. Second, they add a lot of popular keywords with the help of application subtitles to attract users' attention and bring in more users.

Obviously, if other factors such as user positioning of the product are not considered, the second advantage is more obvious in order to acquire more users.

Similarly, this way of thinking is suitable for any other promotion channel. Is the scenario of information flow advertising created through picture materials? Or you can create it by using characteristics such as region, gender, age, and creating suspense in the copy. You can leave a message to communicate.