App Marketing: Competitor analysis and target customer analysis

If you want to be an app, if you're doing an app, if you've already done the app, you must have some understanding or experience of the competitive market. It is important for the team and enterprise that makes the app to develop a thorough marketing strategy before planning and creating the app.

Apps and app stores have more than 800,000 apps on the market, and Windows Phone has more than 150,000 apps, and BlackBerry has more than 70,000 apps. And China Mobile Internet, competition is more intense degree is conceivable. Because your application is facing so much competition, it is critical to conduct user analysis and competition analysis.

Target User Analysis

When developing an app, it should start with a target audience analysis. It is very easy to draw some basic hypotheses by reading the media or personal views.

Asking the target audience directly is the best way to get to know the information about the target audience. It can be done through focus groups or through simple questions or data collection.

Further, companies can choose to send beta or prototype apps to quickly get feedback from users and to understand what the audience really wants before pushing the market.

A better approach is to portrait the user, build the characteristics of each type of user that is true or hypothetical, give them the name, occupation, age, and then dig out the app he wants. It is also a good idea to understand the mobility preferences and behavior of each type of user.

An example of understanding user mobility preferences and behavior is based on device segmentation, and it is important to analyze different mobile devices and operating systems to find the right target users.

We often see the decline of BlackBerry reports from the media, but in fact, in the UK, the 18~29岁 group, BlackBerry still has a great market impact, if your users are these people, this device is at least you should consider.

Graph:our Mobile Planet

Competitive Analysis

Through the analysis of competitors to understand what is available on the market, understand the performance of competitors, learning success, avoid the failure of the lessons.

Downloading and experimenting with apps, reading app reviews is a good way to learn about the positive and negative features of a live app. These feedbacks allow the enterprise to think of their unique sales proposition.

Standard SWOT analysis is a good model for analyzing app rivals and their performance. When we think about the advantages of an app, we can think about what his unique sales proposition is, what makes it different, and what makes a user choose it in a similar app. The drawbacks can be considered which platforms are not covered, and how socially capable.

Understanding external threats and opportunities is also a key element of analysis. Future opportunities may come from Internet outbreaks, app updates, new business models, and more. Threats come from competitors ' upgrades to apps, their unique sales proposition, and the addition of new players.

In competitive analysis, companies need to consider the business model of their app, which can include direct charges, app-built purchases or mobile ads.

Whatever the decision, these need to be considered as early as possible to find the right business model. For example, a user's expectation for a paid app may be no advertising, and if you want to advertise, you'll have to consider whether to drive the user out.

The traditional user analysis and competition analysis mentioned above is still an effective tool for the app market, which should be considered by the enterprise or team before making the app decision.