APP promotion丨Analysis of the advantages and disadvantages of mainstream promotion channels

APP promotion丨Analysis of the advantages and disadvantages of mainstream promotion channels
01

Classification by traffic rating

The editor divides the sources of traffic from mainstream channels into three camps. The first camp is Tencent . Tencent is currently the top traffic with the largest number of users. It includes QQ, WeChat , Tencent News , Tencent Video and other Tencent resources.

Hero apps such as Weibo, Toutiao , Sina News Client, Sohu News , NetEase News , Momo, etc. form the second camp.

So what are the third camps? It is a hard-core channel , such as the application market and app store.

There are also many Android companies in China, such as Baidu, Xiaomi, Hammer, Huawei, vivo , Meizu, etc.

Then from the end of 2017 to 2018, you may have discovered some emerging traffic, such as Meitu , Mayu , Zhihu, etc., which have gradually become commercialized, but their traffic is still less than these top traffic. The principles are actually similar, so I won’t go into details here.

02

Search engine classification by user behavior

This classification method means that users actively go to search engines to search for a keyword , such as Baidu, 360, etc.

The main advantage of these traffics is that users have extremely strong rigid demand . For example, searching for keywords such as "wedding photography" is definitely because there is a strong demand for wedding photography, and the order conversion rate is the highest.

So what are the disadvantages of this traffic? Even on today’s search platforms, the purchase cost of some keywords that are in urgent need of search conversions is getting higher and higher.

There is a problem here. For example, I may spend a lot of money bidding for the search ranking of the keyword "wedding photography". Then the first five or ten pages I see on Baidu will all have advertisements. From the perspective of user experience , the mentality must be to click from the first page to the fifth or even the tenth page to compare the advantages and disadvantages of each merchant.

If your product is extremely advantageous, you may be in a more advantageous position when users compare prices.

However, if your product is relatively undistinguished and at a disadvantage compared to other competing products, you may spend a click, but the final conversion may be taken away by other competitors.

03

Classification of advertising effects according to information flow

Information flow-based performance advertising mainly refers to the information flows that frequently appear on Weibo, Moments , and Toutiao, which are more familiar to everyone.

The advantage of this type of advertising is that it has a relatively large traffic space . Tencent has hundreds of billions of traffic, and Toutiao or Weibo also have billions of traffic. It can accommodate a lot of advertisers, and the purchase cost is slightly lower .

So what are the disadvantages? The content carried by this advertising platform is relatively richer , so the level of advertising delivery is very demanding. The differences in the attractiveness of materials produced by different merchants will lead to large fluctuations in customer acquisition costs or download costs .

04

Classification by application market effect

There is another promotion channel for APP, which is the application market. For example, the app store can optimize the search ranking and improve the ranking of search keywords. It can also make category rankings, such as shopping rankings or financial rankings. Games can improve their rankings in game rankings or overall rankings.

What are the advantages of application markets like Android App Store and Xiaomi? Most application markets charge based on CPD downloads, so the download cost is lower than the previous two channels.

So when it comes to APP marketing , the first channel to choose must be the hard-core channel of the application market . So what are its disadvantages? That is, the business market is relatively small in scale, the quality of users varies, the authenticity of the quantity, etc., and the level of commercialization is also different.

Today, the editor analyzed the advantages and disadvantages of mainstream promotion channels from a theoretical perspective. Later, I will also teach you how to match appropriate promotion channels with marketing cases . Please continue to pay attention to later articles.

The author of this article @51coo compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century

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