APP marketing methodology: event marketing, down-to-earth, and learning from each other's strengths and weaknesses
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For a business, there are too many ways to promote APP. In addition to utilizing existing social networking sites, media channels, app stores , online advertising, ranking manipulation , and volume exchange, there are many other options for original promotion methods. How to find more effective promotion methods? In addition, the success of an APP depends not only on promotion, but also on continuous improvement and progress. To do this, it is necessary to learn from APPs that are better than its own, or even from competitors, and achieve transcendence and subversion by learning from their strengths and making up for their weaknesses. 1. Event Marketing - Finding the Tipping Point Those who often use WeChat Moments and Weibo know that Chai Jing’s video “Under the Dome” has swept the Weibo homepage and WeChat Moments, and also made the environmental protection APP “Pollution Map” popular. This may be an accidental event. The "Pollution Map" was released in June 2014, but it is still so passive today. But no matter what the process was, it became a huge hit overnight. By taking advantage of popular videos, the APP became extremely popular, and people in the mobile Internet industry found a new marketing model: promotion of brand exposure through videos. So developers and operators analyzed in various ways why a video could bring such a great effect to an APP. Of course, there is no denying that video exposure promotion is a very good way. It will also make your brand spread deeper and wider, and can also bring you more downloads. So, can we think in reverse through this event marketing? Why did "Pollution Map" become popular after "Under the Dome", why was the 12369 environmental protection reporting hotline, and why was the 360 mobile assistant report? What is the connection between them? "Under the Dome" represents the public's awakening of environmental awareness, democratic consciousness and conscience, and naturally what follows the popularity are related environmental protection applications. In other words, the core of promotion is to find a triggering point. Chai Jing herself has no shortage of media resources and a large network of contacts. After her film "Under the Dome" was exposed, it caused a huge sensation. Of course, any event has both positive and negative effects, especially sensitive public welfare videos. From this we can see that the detonation of an event requires the help of a media platform. Whether it is video media, online media, etc. For example, May Day is the peak season for tourism. Can you find strong connections related to tourism in your APP, such as travel guides, travel Q&A, etc.? Then use it as a detonation point and use some well-known local portals, such as Hubei's Tencent Da Chu Network, as a detonation platform to attract the attention of ordinary users. After the incident started to explode, it spread to some online media such as Weibo, QQ space, etc. Another way of spreading it may be to use short videos. Everyone who has been using Weibo should have this experience. Short videos can arouse people's curiosity. Because it doesn't take up time and it can convey your meaning to netizens in a simple and easy-to-understand way. Your APP does not have to be as popular as "Pollution Map". After all, Chai Jing's connections and resources, as well as the huge impact of the public welfare brought by "Under the Dome" itself, are all there. However, we must seize the existing resources and try our best, whether through TV news, online media, or widespread attention from industry insiders. In short, we must attract the widespread attention of netizens and the media to this incident. There are so many ways to promote apps, more than you can imagine. There may be more channels waiting for operators to discover in the future. However, whether it is video exposure or time marketing, as a way of app promotion , it cannot completely determine whether the app operation will be smooth. 2. Down-to-earth - vulgarity is also a way out Products are positioned based on corporate brand and user experience. Then your first batch of seed users are quite important. In order to develop them into a loyal user group and create a word-of-mouth effect, companies often need to use various means to improve user retention rate . The most effective word-of-mouth effect comes from grassroots diffusion. Most of them may not be that high-end, that is, the more down-to-earth they are, the easier they may be to be accepted. Isn’t Internet slang very popular nowadays? Why? Because it is down-to-earth and the viral spread of the Internet has brought these “common people” together to create and use topics. For example, if you are selling cosmetics and your user base is young girls and middle-aged ladies in their early thirties or forties, then you need to create topics targeting your users. For some young girls, they may be more accustomed to using Weibo, WeChat, and QQ groups. Then you can post the topic on Weibo. Please note that you must have a large number of fans on Weibo and a certain level of activity. It is best to be a big V, so that the number of reposts will be greater and it will be easier to become a hot Weibo. If you don’t have a Weibo account with such a huge fan base, you can also find some self-media people to post for you, provided that the product can really stand the test. For example, #Retain youth, XX cosmetics, I am also very hardworking, what about you#, and then through comments and reposts, you can find accurate fans, and through the comments content you can find out which cosmetics may be hot-selling, so that the product positioning can also be analyzed. Women in their thirties and forties may be more accustomed to using forums, so they post on the forums and create topics, anyway, they are all very vulgar ones, but they happen to like gossip very much. The topics mainly revolve around "If you don't take care of yourself, you will get old, XX cosmetics can take you back to 20 years old, the more confident a woman is, the more beautiful she is..." and so on. This is the reality. On the one hand, you complain about how vulgar it is, but on the other hand, you can't overcome your curiosity. But it cannot be denied that this down-to-earth marketing method is indeed very useful. 3. Learn from others’ strengths and make up for their weaknesses, discard the dross and retain the essence App downloads are gradually showing signs of fatigue and the APP market is becoming saturated. Competition breeds innovation, so some entrepreneurs think about disruption and taking unconventional paths from the very beginning. I thought about starting Xiaomi and using word-of-mouth marketing to follow the fan economy route. I thought about starting Momo and using the lonely hearts of individual strangers to create closeness of souls. Innovation is not something that can be achieved just because you want it. No matter how wild your imagination is or how exaggerated your descriptions are, if you cannot provide users with tangible services and experiences, why would they pay for it and how would you make money? The author believes that although success cannot be copied, its routines can be learned from, accumulating bit by bit to eventually achieve transcendence and subversion. Inspiration requires strength to realize. No matter what state your APP is in now, it is necessary for you to learn and improve. If you are an operator, you need to pay attention to the operations in the same industry that are better than yours, including competitors, to see what advantages their APP operations have compared to yours. Don’t just think about how to be different, how to innovate and how to subvert. One person cannot form competition. Only by seeing the strengths of others can you discover your own weaknesses. Knowing yourself and the enemy will ensure victory in every battle. For example, you may not become the second Xiaomi. The fan economy brought by Xiaomi's word-of-mouth marketing, the seed participating users of the core operating system MIUI and the unique forum community operation, event productization, and consumer stories have become Xiaomi's strategy, so its success cannot be replicated. However, we can learn from its word-of-mouth marketing, learn how to combine user participation, and create a deep user experience. Another example is Momo. Based on its powerful and precise geographic location features, social interest graph engine and user behavior data analysis , in less than four years, Momo has become China's third largest mobile social communication application with its unique positioning, second only to Tencent's mobile QQ and WeChat. We can learn from its unique positioning, place LBS in a social and localized position, and realize the transformation of online relationships to offline relationships. But at the same time, Momo also faces two major challenges. One is that it cannot solve users' wariness of strangers and the matching degree of their psychological needs. The other is that it is difficult to realize the transformation of online relationships to offline relationships and derive more value offline. When operating, we should focus more on finding solutions on how to overcome these two points. APP Top Promotion (www.opp2.com) is the top mobile application promotion platform in China, focusing on mobile application promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing App marketing dry goods. Welcome to follow the official WeChat public account: appganhuo This article is compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article! |
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