An article explains the six major operating trends of APP in 2017!
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For mobile market APPs, the coverage rate of mobile Internet users has exceeded 90%, making it extremely difficult to acquire new users. At this time, what is more tested is the APP's operational ability to retain users. In 2017, China's Internet has entered the second half. Many people in the industry say that the watershed of the Internet has arrived. In the second half of the Internet, APPs have stopped growing wildly, the demographic dividend has come to an end, and the growth rate of Internet users has continued to decline to single digits. For mobile market apps, the coverage rate of mobile Internet users has exceeded 90%, making it extremely difficult to acquire new users. At this time, what is more tested is the app's operational ability to retain users. According to the recent Internet report, three changes and three opportunities in APP operation trends in 2017 are analyzed. APP pre-installation promotion will face a mixed bag of challenges Pre-installation promotion has always been an effective way for new APP products to acquire users. However, the promotion of new APPs based on pre-installation channels on new mobile phones will face the embarrassment of ice and fire in the second half of the Internet. From the incremental market of users in third- and fourth-tier cities and even in urban-rural fringe areas, this model may still be helpful in attracting new APP products, but for the existing wider range of Internet users, they have formed their own product preferences and usage experience, and the impact of pre-installed APP promotion on the usage upgrade of existing users is getting smaller and smaller. Viral marketing may no longer be a big deal for users In the past two years, we have constantly heard the name of viral marketing . Hype topics, social chain transmission, and diffusion deep into the human brain are no longer panaceas. Because when netizens are increasingly exposed to new things, their curiosity is worn away and their expectations for new things are gradually rising. The entire user market's curiosity and desire to try new things will gradually decrease. After going through the early selection stage, mobile users will gradually avoid using similar products, thereby optimizing the duplication of similar products. In other words, they will select and retain one or two products of the same type. At present, users under the age of 21 are the user group most willing to "try new things". "Price war" is ineffective, and fighting again will only waste people's money and time. With the disappearance of the demographic dividend, new apps have little chance to emerge, and existing apps have reached their growth peak. In previous user acquisition competitions, price wars were the simplest and most brutal means of acquiring users. However, once the Internet user dividend reaches its peak, the users that companies face will no longer be novice users, but users with certain Internet experience. Low price will no longer be the primary consideration for these users when purchasing products. It is unlikely that we will see price competition like that between Didi and Uber again. User data mining becomes the core capability of APP In 2017, user value was once again brought to the top of the pyramid, allowing the core capabilities of products to shift from development to user data mining. With the popularization of enterprise application tools and big data mining and analysis across the industry in 2016. This trend will affect large companies, unicorns, and startups alike. Whoever can better mine and use user data in 2017 will be able to more efficiently enhance the product's ability to match user needs in the second half of the Internet competition, and more elegantly improve the quality of stable service provided by APP to users. In this regard, it is precisely because we have seen the trend and taken relevant measures that the next step will be to accelerate the completion of the APP user data mining and tracking analysis service. Data-driven operations and data-driven growth have gradually become new terms on the Internet. Today, the value of data is becoming more and more important and more recognized . Let the data speak for itself and become effective evidence of the success or failure of operations. 1. User data: The user structure of an app, whether it is healthy, and whether users are developing along a normal growth trajectory all require data to support. 2. Conversion data: Whether it is the conversion rate of the channel , the conversion rate of the product itself, the user conversion rate, etc. 3. Activity data: Activities are an operational project that every APP will go through. How to conduct activities at low cost and high efficiency, save activity operating funds, analyze ROI through activity data , which ones are unreasonable, and how to find problems in activities that do not achieve the expected results, so as to accumulate good activity experience. 4. Traffic data: You need to clearly understand the source of each channel, how much money has been invested, the specific input-output ratio, etc. Refined operation becomes a new breakthrough in APP operation The concept of refined operations has been mentioned since 2016, and it will become more popular in the mobile market in 2017. With the disappearance of the demographic dividend, new apps have little chance to emerge, and existing apps have reached their growth peak. Ultimately, in this battle, user retention and the time users spend on the app became the key factors. There are three points in this regard that require special attention: 1. Refined user operations In the second half of the Internet era, user consumption has upgraded and consumer categories have exploded, so user experience is king. According to 360's Green Paper report, users of different age groups have different preferences for APPs. In terms of APP promotion , understanding how different age groups obtain APPs will help to segment the promotion methods for different groups of people. The operation of APP users requires more refined management. For example, when organizing activities during festivals, what kind of user incentives to choose, what kind of activity format to determine, what kind of high points can hit this part of users, what kind of push copy to write in different time periods, etc., all need to be based on what kind of activity target - the constantly segmented user groups. Users' needs are becoming more specific and segmented, which has forced some APP operations to shift from casting a wide net to refining them. All of this requires the accumulation and mining of user data to support operational decisions, and these two parts cannot be separated. 2. Product Refined Operation APP is the first stop for users to come into contact with products. The product experience of APP is not only the most intuitive first impression of users, but is also often the key link in user conversion rate. By fine-tuning the product experience, continuously improving the external image of the product experience (i.e. UI) and the product design logic to make it more user-friendly, and ensuring that the response speed of the APP keeps up with the user's psychological expectations, these are also the refined operation directions of the product itself. 3. Refined traffic operation The cost of traffic is getting higher and higher, and APP companies must improve their ability to acquire customers. I think screening high-quality customer acquisition channels, continuously improving the conversion rate of traffic, and reducing user acquisition costs are things that every channel promotion must think about every day. Whether it is search engine optimization or SEM bidding advertising, the delivery channels must conduct a conversion analysis of the landing pages of each channel to purposefully reduce waste of resources. APP content operations will become "hot" and users are willing to pay for content After the Chinese New Year, Mantis shrimp became popular, and even the Communist Youth League joined in the fun. The content on the Internet is becoming more and more "non-mainstream", full of personalized jokes and diversified forms. APP will become more personalized and diversified in content operation, and will follow hot topics at an increasingly faster speed. As for Internet hot spots, the content operation of APP cannot be left unattended, but it is also necessary to follow the hot spots according to its own product characteristics. For example, this beauty app has very cleverly captured the gossip interests of female users . When you open the app, you will see an article that takes advantage of the "exposure of Yuan Shanshan and Zhang Jike's relationship" in the past two days (actually it is about hairstyles). Although the relationship is fake, it has brought a lot of clicks to the content of the app and increased the amount of discussion among app users. Hot topics are not just on Weibo and WeChat channels. Sudden hot spots are all about racing against time. Information + quotations are the simplest and crudest way to follow hot spots, but you still have to have your own opinions and attitudes. Zhao Lei became famous with the song " Chengdu " on "Singer". How could music apps miss out on such a great hot resource? Therefore, Zhao Lei’s music column, radio program, playlist, etc. are all recommended on the homepage. For foreseeable hot spots, it is necessary to ensure that content is uploaded online on a regular basis and do what should be done at each time point. For example, at the end of the Spring Festival holiday, many apps launched content aimed at returning to the workplace. Now some apps have started pushing content about the Lantern Festival and Valentine's Day in order to warm up and create a festive atmosphere. In terms of content format, video content has become the dominant mode of content operation, and live video will become standard in all industries. Taobao, Tmall , Weibo, etc. all have live streaming content. By the way, let me ask: Will WeChat launch the live streaming function? If you have any insights, you can discuss them with us in the comment section. Practical content is becoming more and more important, and users are willing to pay for it. Products such as Get from the Luoji Siwei team, the independent APP of Poisonous Tongue Movie, Jianshu, Zhihu Live, etc. will continue to exert the power of content. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @活动盒 is compiled and published by (Qinggua Media). 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