The most comprehensive in history: 37 ultimate promotion and operation methods for domestic apps

The most comprehensive in history: 37 ultimate promotion and operation methods for domestic apps

In a word, there is no more comprehensive summary of App promotion methods than this!

1. App Store Promotion
1. Mobile phone manufacturers’ app stores: such as Lenovo, Huawei, Coolpad, Meizu, and Xiaomi. The channel department needs more operations specialists to interact with mobile phone manufacturers' stores.
2. Mobile operator application store: The so-called operator channel refers to China Mobile, China Unicom, and China Telecom operators. Their main advantage is their large user base. If your product is good enough, you may be able to get support from the operators.
3. Mobile phone system vendor application store: this is the official application store of Google, iOS, Windows Phone, etc.
4. Third-party app stores: The first type belongs to third-party stores. Channel specialists need to prepare a lot of materials and conduct tests to connect with the app market . The rules of each app market are different, so it is crucial to communicate with the person in charge of the app market and accumulate experience and skills. If you have sufficient funds, you can place some advertising spots and make recommendations.
5. Software download sites: For example, Sky Download, Huajun Software Download, Baidu Software Center, Zhongguancun Download, Pacific Download and other download sites can also submit your app to gain users.
2. Network alliance promotion:
6. Points wall : Various tasks are displayed in an application (download and install recommended applications, register, fill out forms, etc.), and then users complete the tasks in the game embedded with the points wall to obtain virtual currency rewards. Based on CPA (Cost Per Action) billing, developers can get a share of the profits as long as users complete the points wall tasks. Such as Duomeng, Limei, Youmi, Dianru, Wanpu, Midi, Yifenji, Mopan, Kuaiyou, Jupeng, Qincheng and the new WeChat points wall application trial, Jubaopeng, etc.
7. Interstitial: Also known as interstitial advertising, it is an action-triggered full-screen/half-screen pop-up or embedding when using the App. Mobile games are suitable for this form of advertising, and they have good performance in click-through rate , conversion rate, and user activity. It can pop up in half-screen or full-screen form when the application is opened, paused, or exited, which can cleverly avoid the user's normal experience of the application. Because of their large size and stunning visual effects, interstitial ads have a very high click-through rate and good advertising effects.
8. Affiliates & Agents: If you purchase by CPA, agree on a CPA price with the other party (of course, the higher the price, the more users you will get). It would be best if you can also set a KPI, such as a minimum next-day retention rate, or a minimum 24-hour shopping rate, etc. With such an agreement, user quality is guaranteed. Like IOS, platform-based affiliates are companies such as inmobi and admob.
9. Mobile DSP: Currently, we only know that Youlimei and Mediav are doing mobile DSP. As they are just starting out, colleagues from these two companies do not recommend us to do it because there is no historical data, there is little basis for optimization, and the price is too high. By the way, their media resources are generally connected to large platforms such as Google and Inmobi. It is still unclear whether mobile DSP will become a more reliable delivery method in the future. Let's wait and see~
10. Promotion by inflating rankings : This type of promotion is an informal method, but it is very popular in China. After all, most Apple phone users will use the APP Store to download APPs. If your APP is directly in the top few positions, it can certainly quickly gain users' attention and obtain a higher real download volume. However, the price of manipulating the rankings is relatively high. The price for the top 25 on the domestic list is about 80,000 yuan per day, and the price for the top 5 is about 100,000 yuan per day. Since this type of promotion is relatively costly, it is usually done in conjunction with news hype, which makes it easy to become famous quickly.
3. In-app promotion:
11. In-app mutual promotion: also known as traffic exchange, is to exchange traffic through BD cooperation. You promote my app, I promote your app, and we exchange users with each other.
12. PUSH promotion: As an important means of mobile application operation, push is increasingly valued by mobile game operators .
When the same content is sent to all users, pushed at any time, and the performance of the push remains unchanged, users will gradually become annoyed after receiving such non-targeted pushes many times. However, what annoys users is not the push function itself, nor the number of push notifications sent. What is important is the content sent.
13. Pop-up promotion: A form of advertising that pops up when the application is opened. It is effective but greatly affects the user experience.
14. Focus picture promotion: It can be simply understood as a picture or multiple pictures displayed in the application as the focus picture. It is located in a very obvious position within the app, using a combination of pictures to play content, similar to the focus news except with pictures. It is usually used on the homepage of an application or a channel. Because it is in the form of a picture, it has a certain appeal and visual appeal.
15: Application recommendation promotion: Kingsoft, Free Apps, Fun, APP123... Most of the settlement methods are CPT. Due to the limited resources of IOS promotion channels, the prices have been rising. In 2014, many of Kingsoft's cooperations need to follow the annual framework. Even if they are based on CPA, the price of e-commerce is 12 yuan/activation. The user quality of this type of channel is good, the channel basically does not contain any water, and the data is still relatively reliable. However, after long-term investment, users will develop "aesthetic fatigue" and the promotion effect will gradually decline. Some applications such as Toutiao and Baidujie can implant content and talk about CPS. Previously, Pocket Shopping was seen in Baidujie.
16: Jailbreak promotion: PP Assistant , Syncios , Kuaiyong, 91, xy, Aisi, itools, etc. The settlement method is mostly CPT, and CPA cooperation can also be communicated. The volume of these companies is quite good, but I don’t have any channels to promote jailbreaking, so I know very little about them.
17: Promotion on the Internet open platform: Don’t underestimate the open platform! Submit your mature APP application to the Internet open platform to enjoy massive users, such as Tencent Open Platform, 360 Open Platform, Baidu Open Platform, Kaixin Open Platform, Renren Open Platform, etc. Give your users a different experience.
4. Social Promotion:
18. Social Marketing : A popular online SNS promotion method that uses a relatively soft method to embed content into texts, pictures, and videos that can be spread quickly, and spreads it in major SNS communities, bringing in explosive traffic. This is not impossible. What is needed is the topicality that the product itself can create and the execution ability of the marketing team.
19. Celebrity forwarding: (Quality of the promoted user: uncertain) Generally, payment is made based on the number of articles, and the price is agreed upon by both parties in advance. It may be the most cost-effective form of promotion if successful event marketing is carried out. It is also possible that there will be no effect at all. Be careful to control the scale. Too much is as bad as too little. Users nowadays are very smart.
20. Malware lurking installation market: This method is more evil, but it can also bring traffic.
21. WeChat group promotion: There are many WeChat groups now. Many people organize activities in the group to give out red envelopes for downloads. The good results can bring hundreds of downloads every day.
22. Promotion through manual comment brushing: By brushing comments to get to the top of the list and improve the ranking, you can also gain more users for the app.
5. Offline promotion :
23. Pre-installation by mobile phone manufacturers: This requires cooperation with mobile phone manufacturers. Your application will be pre-installed when the mobile phone is produced. This method has a high user conversion rate and is the most direct way to develop users. However, it takes a relatively long time to grow the number of users. After all, it takes some time from cooperation with mobile phone manufacturers to the launch of new mobile phones and for users to purchase them, usually 3-5 months.
24. Parallel imports of Android phones: Flashing the Android phones has become a market. If this method is used, the number of users will increase rapidly. Basically, you can see flashing users within 2-4 days. Companies in the industry include: XDA, Cool Music, Leku, and Flash Wizard. The cost is difficult to control, the user quality is poor, and it is difficult to monitor. Basically, the CPA of a single software for flashing the machine is 1-2 yuan, and the price of chartering a machine is between 5-10 yuan.
25. Official stores: high user quality, high stickiness, high user payment conversion rate, and fast user acquisition speed. There are many stores and the training of store employees is complicated, which requires a complete assessment and reward mechanism. Basically, the CPA price is between 1.5-3 yuan, and the pre-installation price is between 0.5-1 yuan. Companies in the industry: Leyu, Zhongfu, Tianyin, Zhongyou, Suning, etc.
26. Offline media promotion: such as light boxes, knife flags, LED screens, etc.
27. Offline store promotion: for example, cooperate with McDonald’s and KFC, give a KFC drink for free when downloading the app, etc.
28. Exhibition material promotion: for example, promotion by giving away small gifts when downloading the App at the exhibition.
29. Field promotion: (Quality of promotion users: high) The daily job of Ctrip ’s field promotion staff is to install Ctrip’s APP for people at the airport. On average, they can install 30 to 40 apps a day. When things are good, they can install more than 1,000 apps a month. The basic salary is 1,000. After installing 600 apps, each app will be paid 1 yuan, and after installing more than 1,000 apps, each app will be paid 3 yuan. This form of promotion is very accurate but also very tiring. The dumbest method is often the most effective.
6. New Media Promotion
30. Content planning: An important point in content planning is to analyze users and understand the psychology of target users. Creativity is the main focus in content. We are not afraid of your content being melodramatic, but we are afraid of your content being bland.
31. Brand-based promotion: Encyclopedia promotion: Create brand entries in Baidu Encyclopedia and 360 Encyclopedia; Q&A promotion: Create Q&A on Baidu Knows, Soso Q&A, Sina iAsk, Zhihu and other websites.
32. Forum and post bar promotion : You can see many industry forums at the bottom of mobile phone related websites. It is recommended that promoters post promotional posts in the form of official posts or user posts. They can also contact forum administrators to do some event promotion. After posting, you should regularly maintain your posts, promptly answer questions raised by users, and collect user feedback so that you can update and improve the next version.
33. Weibo promotion : Content: humanize the product, tell stories, position the characteristics of Weibo, and insist on producing original content. Follow up on the hot topics of the week or the day on Weibo and maintain a certain level of continuous innovation. Here you can refer to the more successful Weibo accounts in the same industry and learn from their experience.
Interaction: Follow relevant Weibo accounts in the industry, maintain interaction, and increase brand exposure.
Activities: When necessary, you can plan activities, forward on Weibo, etc.
34. WeChat promotion : Promote on WeChat official accounts , for example, find an official account similar to your app. The user traffic will increase naturally and the conversion rate will be higher. For example, the WeChat official account of Mobile Internet (gupo520) can run some app download ads related to mobile Internet dating, marriage and love practitioners.
35. PR communication: PR is not hard advertising. It is very important to learn to tell a moving story through the right channel. In the Internet age, everyone is a source of communication. Whether it is Weibo Kol, WeChat public account, column of media website or major social networking sites, I have to study how to use these platforms to tell a good brand story. Conversely, these platforms will also be the best channels for users to generate UGC for the brand.
36. Event marketing: Event marketing relies on the brainpower of operators and their keen sense of industry information. A superficial understanding is hype, which requires the team to have certain media resources.
37. Data analysis : Promotion at any time cannot be separated from data, and we must learn to find problems from the data. Summarize good experiences, create high-quality channels, and improve products.

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