App Marketing Quest: Pre-installed too much money Word-of-mouth marketing favored

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In the last issue (May 13 C 5-7 Edition) South all created the "Cock Silk app" How to do products heated discussion. However, in addition to doing good products, cock Silk app entrepreneurs also need to from marketing, promotion, follow-up services to do homework, let the bouquet out of the deep alley. In this issue, we will continue to focus on how to do the marketing promotion of the social Hand tour.

In the south are reporters interviewed cock silk app entrepreneurs, third-party operators and investors, and so on, do pre-installed seems to be quick to find users of the "evergreen" recruit, but app promotion this year also has bad new situation, for example, based on Apple's imessage SMS promotion is criticized. Of course, the investment people value marketing, but the core concern is still the product itself.

"The experienced" sigh pre-installed

App marketing channels are diverse. "App promotion methods include the APPSTORE,CPA ad League, app advertising platform, pre-installed, Chi Lin, and social media promotion (including Word-of-mouth marketing and Weibo)," said Wei investment partner. "It's hard to say which is the mainstream, usually the plural."

For cock-wire apps, I'm checking coo Chenhong, the "experienced", that pre-installed is one of the quickest ways for developers to get users, and of course the cost is not low.

"I look for example, the main promotion channel is in the Android, App Store, 91, 360 platform to do the promotion, the other is to do pre-installed." "Chenhong told the South reporters, I check and Android and other platform cooperation, is relying on business resources interchange and Channel Exchange volume of the way to expand, do not carry out any form of payment promotion, but take the pre-installed channel, the cost is relatively high."

According to his introduction, I check in Huawei, ZTE and other intelligent machines have done pre-installed promotion. Pre-installed cost is not low, he calculate a account: for example, Huawei Telecom version of the mobile phone, for app pre-installed, a fee is 5 cents, 8 cents, now 1 of the market also have. This is not the end, when the mobile phone sold out, users activate the app (since pre-installed, the handset manufacturer in the app implanted SKD, can count to whether the user activates), the app developer also needs to pay 2 yuan to the manufacturer cost. In this way, the cost of getting a user is about two or three dollars.

"In fact, early mobile phone manufacturers do not charge for pre-installed, because it needs to be tools, life services, entertainment and other types of app installed one." Now there are too many apps, there is competition, all need to pay fees to be on. "Pre-installed is one of the quickest ways for developers to promote apps, and the cost is not low," says Chenhong.

Choose the pre-installed channel and friends, it is through the photos and geographical location to enable users to meet new friends around the mobile applications, the main Android Market cock users. Launched last August, it has accumulated 15 million users.

Friends of the co-founder of Ming Mingliang to the south are reporters, friends plus the promotion is mainly through the pre-installed and WA p station and the application of the promotion of two channels. "It has to do with the structure of the company's membership." He said that the main members of the company from the cottage area, such as MediaTek, and so on, together with many partners (Shanzhai manufacturers) switch to do Android, so there is channel advantage.

Cost accounting, Ming Mingliang also have this bill.

"Do pre-installed, one is about one or two dollars." WA p Station and application within the promotion channel cost a little. The average promotion cost of an industry varies from one to 10 blocks. "He said to the South reporters, in effect, if developers focus on accurate grasp of users, you can choose a relatively expensive WA P station to promote, because it can focus more accurate, can be promoted in a city, focus on a city, the user density of a large, but also focusing on the gender of a city's users, Even the user's phone parameters, packages, more accurate. If only in order to cast nets to the user, developers can consider pre-installed, especially the user has a broad demand for a PP, a sprinkle down everyone will go to use, but all types of users have, focus will not be very accurate.

In addition, he added that now a PP promotion also has a new channel IM essage SMS, "We have tried, the effect is not good, not recommended." ”

It is understood that early this year, based on Apple's IM Essage SMS began to rise, it only to the iphone, ipad and other Apple equipment, promotional content for mobile phone taxi software, food and other mobile a PP, send Low-cost, only a small amount of traffic charges. This way for many users disgusted, was reported to the Apple company, advertisers also suspended the promotion model. However, if to do a PP promotion, the strength of the entrepreneurs to go upstream, such as their own from the mobile phone, will it be a path to explore? Chenhong used my trial and error for example, it's hard to make sense. He said, I check the beginning of the establishment, in order to promote this application, the company spared no expense to buy a large number of M T K mobile phone, a bit like millet, customized a mobile phone, and then a high cost of a PP pre-installed, mobile phone was named as the Internet of things I check the phone, I also specialize in a sales team to sell, although the results still failed to invest. "This is not what the average person can do, after all, not everyone is lei." ”

Brush the list like gutter oil

In a PP promotion, "Brush list" has been a developer taboo openly talk about but have to face the problem. In many forums, often can see "must brush, not for investors nor for face, but for real users" and so on.

The so-called brush list, generally refers to the Apple IO S platform a PP store, the use of irregular means to quickly obtain downloads and sales, in order to enter the forefront of application rankings, thereby obtaining a higher exposure, download and users.

"Now a PP so much, developers do not pay, it is difficult to be found by users." Chenhong said, for example, on the Androping platform, users download a How much money, activate a PP how much money has a price tag, users activate a PP, developers need to pay two or three yuan to Android. At the same time, because of the temptation of commercial interests, Apple a PP store also has a special brush company, "such as you want to brush to the top 100 is how much money, the first 50 is how much money, are different." He said, including my check and his side of a PP developers, have received the so-called brush List of the company sent information, "in short, is to ask for money, can be quickly found by users, the survival environment of entrepreneurs more and more difficult." ”

Chi Lin also saw the phenomenon of the brush list.

"On a ppstore has a brush list companies do some people pay ranking activities, in Shenzhen and other mobile phone lines developed in the region also has to do brush machine services." "But he thinks these things are short-term and dead-end." "I don't think any of the most mainstream a PP have started out on the list," he said. He said, in fact, a certain amount of advertising promotion is the way, the price is relatively transparent.

In addition to Chi Lin, a lot of investors are disgusted with the behavior of the brush list. For example, the Chinese Sequoia Capital China Fund Partners in the micro-blog publicly expressed dissatisfaction with the brush list, he said, "recently saw some mobile internet applications on the brush to a PP store in the top 100 rankings + micro-broad forward to cheat investors, and to subvert the mobile innovation and pose." There really are v C on the list to determine the investment. By the Brush list long-term lock list of the ranking is also not expensive, every day to spend a 10,000-30,000 on the line. Brush List + Weibo marketing has become the company's core competitiveness!

However, there are still a lot of p p developers to paint the list. In some people's eyes, the brush list is sometimes "bad currency expelled good currency" story, making some developers have to brush the list.

For example, a ppstore, China's a P pstore seems to become a full coverage of the product market, this is an irregular chain of biological. "Gobi Venture Investment managing director Tong told South all reporters that this often leads to a lot of developers, because others have to brush the list and have to brush, only the list can have access to the user's opportunity, if not brush completely no chance." "The solution, one aspect depends on whether the Apple a P store itself can solve the problem from the source, on the other hand, it is difficult to brush the list by the developer or moral code to completely eliminate." He also suggested that in contrast to the Android market, there is no brush list situation, it has a large number of space channels, suitable for cock silk a PP developers to try.

The hand tour is a very sad reminder

In all Types a PP, the game is the only way to see a clear profit model. In the game of cock Silk a PP, its marketing seems to be relatively clear, such as the joint operation with the platform and split is the most common way.

Some people in the industry statistics that the current domestic large and small hand tour joint operation platform no less than 300, for example, from Tencent, U C to 360, 91, when the music, Papaya mobile and so on, both the entrance platform, but also the vertical platform of hand tour, they all rely on their own influence to form the entrance control of rival users. The rise of these platforms is only in recent years.

"As far as I know, game a PP will almost always take the form of platform partitioning." Chenhong said that when the user for the game a PP pay, the platform can be divided, once there is a good income a PP appeared, the platform will often push. The initial split could be 5:5, and now the game developer can get 3 success.

"My name is Mt O nline" is a cock silk game a PP, developers happy Dynamic CEO Shanhu in the mail to accept the interview of South all reporters, also saw the hand tour developer "Industry threshold is too high, the opportunity cost is getting smaller, the pit more and more deep" status. He said that early in the United States, 30,000 yuan can pull more than 200,000 of new users, equivalent to a new user 0.1 dollars. Now the domestic pull a new user, basically not less than 12 dollars, high when more than thirty or forty Yuan. "To tell the truth, the environment is a lot worse." We're under a lot of pressure. The industry is going down again, and may quickly move closer to the page. ”

Shanhu Android For example, Android may encounter problems in the future, that is, the pressure of a split-share ratio, which many developers can not afford. "That's my bigger worry. He said, the page swims the good product, the developer and the platform also 37 points, the bad product already 19 cent, but early very general product also can do 55 to divide. "I do not want to travel to the end of the journey to the same tragedy as the page." ”

"Page tour in five years to go over the end of the 10-year tour of the road, hand tour may be two to three years to walk through the road of the page." There are too many platforms on the page, about 800. Many companies do the platform, if we go so, it is inevitable that the cost of marketing to pull very high. He suggested that the big platform should give developers high enough profits. For example, a large platform for developers can give 5 or 6 of the partition, 4.5 also line, small platform can not give lower. At some point, the platform can actually not exist, because it will only be aggravating, the cost is very high. Large platform to the developer, the developer will not work with the platform, when the small platforms do not have enough space to rob ads to survive. In this way, the hand swims or does not go to the road which today page swims.

In fact, in addition to the joint operation with the platform, mobile gaming has a variety of marketing methods. For example, because of the hot game a PP, there are also special third-party operators to help developers to do the promotion.

Chi Lin said, "It is not recommended to outsource the promotion of a PP to third-party companies." He said that the promotion itself can effectively see the market feedback, the product improvement and user needs of understanding and satisfaction plays a significant role. Promotion strategy and information feedback, cost control, etc. must do it yourself. And such as the implementation level, such as advertising execution, delivery, can be referred to a third party, but strict K PI index evaluation must be reflected in the contract.

Product is God, word of mouth is an artifact

For cock Silk a PP, the promotion of minimizing the cost is no more than Word-of-mouth marketing.

"Do pre-installed and other paid access to the channel, the cost is too high, small team push a PP, through Word-of-mouth spread more reliable." "Chenhong said, such as Mo Mo, one comes out is labeled a label, viral marketing very fast."

The investor attaches great importance to the Word-of-mouth type a PP, but is more concerned about the product itself.

"Word-of-mouth directly reflects the quality of the product and the team's grasp of the market." "Chi Lin said he had an interesting discovery that did a good job of a PP, the top 1 million users basic

On the low cost of Word-of-mouth marketing, from 1 million to 10 million, natural flow and pay flow is basically half to half, more than 10 million is basically the capital game, most of the funds are to do new user promotion. However, at that level, the number of customers lost every month is very large, natural growth of the partial even offset the loss of customers are difficult. "Marketing is the means by which users use your product for the purpose." I don't quite agree with too much emphasis on marketing and promotion. ”

Using the word of mouth effect and cam era360, ink weather, singing, and so on, some time ago these several a PP founder on the Hunan satellite TV a high ratings of the column "Up every Day", the program a broadcast of the users of the increase in volume. Investment in Cam era360 Tong revealed that the number of entrepreneurs on the program is the initiative of Hunan Satellite TV invited, they did not spend a penny, although from the surface is a marketing, but the product itself is easy to use, useful.

Developers actually focus on the product. "We've barely done any paid promotion, all by word of mouth." "The angel of Nature's investment," said Wang Wei, founder of the song. Although he knows that many developers in the industry go to the top of the list or go to other pay channels to advertise, he believes that even if marketing can get users, if the product is not good to use, or will be discarded, the center of their own team is placed in the product and user experience. "Our current user volume is not tens of millions, the basic is the user Word-of-mouth access." "he said.