Александр Кучеренко Маркетинг рынка мобильних...
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Transcript of Александр Кучеренко Маркетинг рынка мобильних...
Mobile Applications Marketing – iOS, Android
Маркетинг рынка мобильних программ. Способы продвижения и планирования.
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
Agenda/Time Line:
• Homework• Protecting your Intellectual Property• You App Is Your Most Powerful Marketing Tool• Social Inception: Promoting Your Apps within Apps• Money for Nothing: when it pays to be free• Monetizing Free Apps with iAd, Google AdSense and other In-App Advertising
Opportunities• Freemium Model• Testing & Usability: Putting Your Best Foot Forward• Creating a Prerelease Buzz• Submission process• Increasing Awareness for Your App• References
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
HOMEWORK – Домашнее Задание
• Analyzing iOS/Android App ideas• Fulfilling a Need (определяем потребность)• Discovering UnTapped Markets (находим скрытые маркеты)• Accessing the Competition (вступаем в соревнование)
• Research (поиск)• Analysis (анализ)• Define Your Differentiator (чем мы отличаемся)
• Device Targeting (какое устройство)• Unique Identity (ваша уникальность)
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
PROTECTION – Защита Интелектуальной Сост.
• Copyrighting (Авторское право)• Patent ?! (Патент)• Trademark (Торговая марка)
• Icons• Logos
• Hiring (Найм)• Contractors (Суб-подрядчик)• Employees (Работники)
• EULA (End User License Agreement) • Your points: Speed, Cost, Geography,
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
Your App is Your Marketing Tool – ваша программа ваша маркетинговый «молоток»
• Impressions Are Everything («Показы это все»)• Devices specifics (Специфика устройств)• Screens (Скриншоты)• Icon, Logo (Иконка и Логотипы)• Interface Design (Дизайн интерфейса)
• Custom or Standard ? (Свой или Стандартный)• Fonts (Шрифты)• Audio (Аудио)• Professional Design Services (Про дизайн сервисы)
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
Social Inception – Реклама «без товара»
• Encouraging User Reviews (Поощряйте Пользовательские Ревью)• Seek feedback (Ищите отзыв)
• Fight Against Negative Feedback (борьба с негативным отзывом)• Rating (рейтинг)• Tell a Friend (eMail, social networks) • 3rd party web services (третьи сервисы)
• Build Synergy with in-app cross-promotion (+10% to impressions) (создание симбиоза)• Own Shop (собственный магазин)
• 3rd party Social Gaming Platforms (другие игровый платформы)• Earning your stripes! (собираем свои публикации)
• REJECTION WARNING!!!
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
Money for Nothing: When it pays to be free
• Revenue from Free Apps (прибыль от бесплатных програм)• Increase number of users (увеличивать количество пользователей)• Advertising, Add-ons, Subscriptions (реклама, дополнения, подписки)• Analytics (аналитика)
• Try before you Buy – “Lite” concept (концепция Лайт версий)• Fully-functional app (Полностью функциональная)• Can not contain disabled features (Нельзя блокировать фичи)• No reminders to buy paid version! (Нельзя надоедать запросом о покупке)• No time out or disable features (Нельзя ограничивать по времени)• Place BUY button (Кнопка Купить)• Data migration (Миграция данных)
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
Money for Nothing: When it pays to be free
• User migration from Lite to Full – 0.5 - 3% (статистика миграции)• Time of release (Время релиза, когда?)• Affiliate Programs (афилиаты)
• >4% (Amazon Associates)• 5% (Apple iTunes Music)• Gaming platforms… etc.
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
Money for Nothing: When it pays to be free
• iAd, Google AdSense• Volume is a key (количество это главное)• If your app use internet – use ads (если нужен интернет - делаем)• No ads for kids (нельзя вставлять в программы для детей)• Casual Games («случайные» игры)• Disable Advertising – additional income (отключение рекламы - доход)• Determent which ads network to use: (кого использовать?)
• Supported ad size and format (формат рекламы)• Reporting and analytics (отчеты и аналитика)• Global availability (присутвие в разных странах)• Earning and Fill rates (прибыль и «заполненность»)
• Balance UI and Ads (баланс рекламы и дизайна)
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
Money for Nothing: When it pays to be free
• «Freemium» model («Полу-свободная» модель)• Support “long tail” (Поддержка «хвоста» продаж)• Unlocking built-in content (разблокировка встроенного контента)• Downloadable content (загружаемы контент)• Use cloud computing! (использовать «облока»!)
COFFEE BREAK!
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
USABILITY
• Test your app usability• Analytics• Private beta-groups• Stability• Frustration
• Help in app• Tutorial, Welcome screen• Introduction Video
• Well known patterns and practices, recommendations• Russian/Ukraine region (4pda.ru, “torrents.ru” ?)• World Wide (xda.developers.com, etc.)
• Optimize resources usages• Battery• Color scheme
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
LAUNCH - PUBLISHING
• Final “countdown”• Find your audience before release• Create pre-release marketing materials
• Web Hosting• Web site
• structure• Blog or CMS• SEO, Analytics• No Flash for iOS!• Easy Bookmarks (facebook meta tags)• Mobile version of web pages• Domain name selecting • Safari & Chrome
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
PRERELEASE BUZZ
• Power of Blogs and Social Media• Cultivate community• Forums• Maintain Pro reputation
• Winner – everyone love success• Collect “medals”
• Pre-release Press, Testimonials• Establish relations• Offer exclusives
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
PUBLISHING PROCESS
• Publish App takes some time• Risks of refuse• Room to Maneuver• Long-term business
• Improve App Discovery• Keywords• Features & Benefits• Primary Screenshot• Icon, Title, Category, etc.
• Prepare binaries• Analyses of competitors, often releases• Multi Language
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
Awareness for Your App
• Marketing effort – guaranty 80% of success• “Supernova” of Publicity• Help from Pros• Translate Press Releases• Promo codes
• Limited number of promo codes• Timing for publishing is important• Stay connected with Customers• Deliver frequent updates• Share your knowledge – build your future• Interviews, Podcasts
Mobile Applications Marketing – iOS, Android
References:
1. The Business of iPhone and iPad App Development (Dave Wooldridge with Michael Schneider), apress
2. 101 Contrarian Ideas About Advertising (Bob Hoffman)3. The 25 Most Common Sales Mistakes And how to avoid them (Stephan
Schiffman)4. 501 Killer Marketing Tactics (Tom Feltenstein)5. Little Red Book of Selling (Jeffrey Gitomer’s)6. Marketing Metrics: The Definitive Guide to Measure Marketing Performance
(Paul W. Farris & others)7. Maximizing Lead Generation (Ruth P. Stevens)8. Создание клиентской базы (Кендра Ли)
(more than 50 different books related to sales, marketing, business management, MBA, etc.)
Mobile Applications Marketing – iOS, Android
About AuthorOleksandr KucherenkoCVO/Chief Visionary OfficerArtfulBitswww: http://www.artfulbits.comp: +380 32 299 42 92
32 years old15+ years of commercial IT experience7+ years on leading positionsC/C++, Java, .NET, C#, ASP.NET, PHP, SQL Server
Continues to build pros community of Ukrainian software product makers. Join us.
Mobile Applications Marketing – iOS, Android
Agenda Homework Protecting Channel Social Money Usability Launch
Prerelease Buzz Publishing Process Awareness
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