Three channels for App operation and promotion: online, offline and new media.

App operation is not easy, which depends on product quality, promotion channels and strategies. Here are three channels for App operation and promotion : online, offline and new media .

1. Online Promotion Channels

1. Mobile advertising platform

Developers download the software development kit (SDK) and use the code to embed ads into their apps, and then they upload these apps to the mobile Internet through other channels. After a user downloads the app and clicks on an ad, the advertiser will pay the developer according to the corresponding billing method. The more famous mobile advertising platforms in the industry include AdMob, Duomeng , Youmi Advertising, Yidong Zhidao, and Jiashi Wireless.

Mobile advertising platforms are quick to promote and have obvious results, but the cost of promotion is relatively high, so they are suitable for teams that have received funding . For free apps, most companies will choose to use a dual profit model, that is, first provide users with free downloadable apps, first establish a "user model" to gather popularity and retain users, and then establish a "profit model" after forming a huge user space.

There are three charging models for mobile advertising platforms:

(1) Charge based on how many people see your ad. For example, the unit price of an embedded ad is 1 yuan/CPM. This means that 1 yuan will be charged for every 1,000 people who see the ad. As for how the CPM is charged, different fees will be charged based on the popularity of the mobile app .

(2) Cost-per-click (CPC). This method combined with click-through rate limits can make cheating more difficult, but if users see the ad but do not click on it, the advertiser will not be able to charge.

(3) The fees are charged based on the actual advertising effectiveness (CPA), with no limit on the number of advertisements placed. Once sales are made, the fees are charged based on the orders placed.

2. Interstitial advertising promotion

When users launch third-party software, an interstitial advertising interface will pop up, but most users will think that this is rogue software, so it is difficult to gain user trust and stickiness. This kind of advertising promotion should be carried out according to the needs of users. Just like when you are watching the updates on Moments and QQ Space, you will inadvertently find an advertisement mixed in. However, it does not arouse the user's disgust, because the user will unconsciously read it as a friend's update.

3. Third-party stores

Such as: App Store , Android Market , Anzhi Market , Wandoujia , etc.

4. Software bundling

If rogue software is automatically bundled for download and promotion without the user's consent, and the software itself is of no practical help to the user, it will eventually arouse the user's disgust. The wisest approach is to push it accurately based on the user's behavioral data analysis and let the user choose whether to download it. This will have a different effect.

5. Promotion through Points Wall

The points wall is a page that displays various points tasks within an app, allowing users to complete tasks and earn points by downloading and installing recommended high-quality apps, registering and following apps, etc. Take Chubo Phone as an example. When users do not have free talk time, they will complete tasks to win rewards. When users complete tasks, follow and register, they can get a certain amount of talk time, and Chubo can charge advertising fees according to the actual advertising effect (CPA).

2. Offline Promotion Channels

1. Promotion by mobile phone manufacturers

When we buy a mobile phone, we will find that there are many apps pre-installed in the phone. For users with relatively small mobile phone memory, they really have no power to complain. Therefore, it is best to choose mid-to-high-end mobile phones with larger memory for pre-installed apps, otherwise it will easily lead to users uninstalling them.

Therefore, when promoting through mobile phone manufacturers, you also need to pay attention to the following points:

First of all, you can pre-install some tool apps. These tool apps are what users want. After the mobile phone is pre-installed, it can also save users the trouble of installing them themselves. Secondly, young users are more interested in personalization, and they may not like the pre-installed apps on their phones. However, for older users, they are reluctant to change their phones casually and are less receptive to new things, so user loyalty is relatively high. Finally, the promotion cost of pre-installed apps on mobile phones is high and has a certain time limit. After the App is pre-installed on a mobile phone, it is generally necessary to pay the full amount at one time. However, it will take some time for the mobile phone to be sold, so there is still a certain time gap between the pre-installation of the mobile phone and the user's use.

2. Operator channel promotion

It is mainly promoted through the three major operators, China Mobile, China Unicom and China Telecom , and the App is pre-installed in the operator stores with the help of the huge user base of these three telecom operators.

3. Flash the device

Flashing the phone is also a way to promote the App.

3. New Media Promotion Channels

1. Brand promotion

When promoting a brand, you need to pay attention to the following: when users are searching, you should be able to let them know about the product and make it easy for them to download it; you should identify the target users , understand their psychology, combine product advantages and hot topics, and use new media for promotion; and conduct news publicity.

2. SEO Optimization

You can find professionals to help with SEO optimization to increase exposure.

3. Event Marketing

There are three forms of event marketing :

(1) Activities where user-generated content is generated: such as topic activities initiated on Weibo, where everyone discusses together to spread the product’s values.

(2) Guided activities: Use activity rewards or content to guide users to vote, invite friends to participate, etc., to enhance interactivity and activate the user atmosphere.

(3) Activities based on the core concept of the product: Attract user participation and strengthen brand promotion through activities with a high degree of fit.

4. Mutual promotion

When a user is using an App, another App can be pushed to the user based on precise analysis of big data .

5. Search engine promotion

However, search engines have recently launched their own app stores , and users can install apps directly through mobile app stores, basically without the need to install them through search engines.

6. Video Promotion

Through the "Internet + video" approach, you can make some commercials, TV series, movies , short videos , etc. for promotion. For example, Chai Jing's video "Above the Dome" caused a sharp increase in downloads of the "Pollution Map" tool.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article is @小木木  Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map