positioning, quality, promotion of app marketing three key points

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Friends who often play with mobile phones, tablets and social media must be familiar with apps, which can be said to have flooded all aspects of our lives: entertainment, life, shopping, socializing, work, and so on. At the same time, around the app marketing business is increasing, marketing pervasive.

In short, app is the application creator, app marketing is the enterprise product, brand or related elements through the application performance, and in the special mobile phone, community, SNS and other platforms run to attract users to download and use to carry out marketing activities.

According to the China Mobile Internet "smartphone app advertising marketing value," the report showed that because of the high precision marketing and the strong interactive marketing ability, the smartphone app is gradually favored, and the average visibility, scanning and attention of mobile app ads are significantly higher than that of the general banner ads, with a ratio of more than 40. %, is twice times the page banner.

Mobile internet users have reached 464 million, it is clear that the mobile phone has become the first major internet terminals, the Chinese Internet has entered the era of mobile web. While the app marketing has many characteristics such as low development cost, easy to be accepted by target audiences, accurate service, close-fitting customer and help promotion etc., so app marketing has become an important part of social media marketing of many enterprises.

So what should be paid attention to in app marketing?

One, positioning, to grasp the human nature. Talking about the function of the app positioning, many people first talk about "full function including brand" or "single function to show the brand." In fact, this is not important, regardless of the choice of the former or the latter, must first investigate the relationship between brands, products and consumers, tap into their internal needs and interests based on large data analysis, and combine with certain elements that capture the human nature of the target population, such as curiosity, pornography, peeping, sharing, anger, health, laziness, kindness, sensibility, jealousy, Vanity and so on. Positioning the success or failure of the key lies in the product with the degree of fit, to both suitable for the brand or products, but also to meet the needs of users.

For example, the Dutch FB brand app: As long as you positively evaluate and share the female models on Twitter and Facebook,app, the more you take off your clothes, the more forwards and comments you get, the more clothes you undress, until you're naked. Although the promotion means some nausea, but the FB brand visibility instantly detonated on the network.

"Point praise Strip" is by the product and the consumer's word-of-mouth relationship mining out, and with pornography, peeping into the combination of the app, achieve word-of-mouth communication and visibility of the promotion.

Second, quality, beyond the soft advertising. In fact, good positioning means good ideas, good ideas determine a good quality, so that consumers and users will accept the app. A good app is either a very practical one, a small helper for life, a very convenient, fast, or entertaining, recreational life. A good app can spread spontaneously, even if it doesn't cost a lot of marketing budget to stand out, so be sure to focus 80% of your energy on the product as you develop the product. From another perspective, mediocre creativity inevitably appears mediocre quality, also can not rely on strong marketing to win users.

For example, Ibutterfly app will be a variety of coupons into a butterfly flying in all angles of the city, using mobile phone camera to capture, according to the characteristics of different regions, butterflies are different, to help service, catering industry to carry out interesting publicity.

This app is the perfect combination of app+ar+lbs, so that customers get benefits, and get a good gaming experience. The app is fun and interesting, and it's widely welcomed as a big investment.

Third, promotion, not indulging in free. In fact, the app is not a lot of promotional methods, mainly relying on the target group of highly concentrated application market, but there are always people want to spend money to do big things, or simply do not pay to do business, engrossed in free promotion. So to have a professional person according to a large number of data analysis, and the application of the market cooperation resources allocation, under the support of a certain cost budget to promote is reliable.

What attributes should the app have in the future? It's fun, practical, interactive and shared. Fun brings entertainment and fun, practical value, interaction to make the desire to participate more strong, and sharing will let more people see, easy Word-of-mouth and brand image spread.