Weibo app marketing freshman: Advertisers are skeptical of precision

Microblogging app marketing by some of the advertisers are the most popular point is its precision, the company to do a app on the Internet, only interested in its users will download and use it. This makes the enterprise think that they have captured the target users, the precision also comes from. But is app marketing really accurate?

Most users did not know the game's developer Rovio when they first played the "Angry Birds" game, but the company is now well known. An app not only gets a lot of users, it's also possible to create a brand.

Now entering the era of brand marketing, many companies have app as a marketing tool. For example, a variety of coupons app, combined with corporate discounts and other activities, will be a variety of preferential information in the form of app to consumers, to bring more users.

Obviously, for many companies, the app is not designed to earn revenue by charging or advertising, and most importantly, app has the value of marketing.

Today, users have a lot of access to the app, mobile phone users can access the app through Jifeng network, application sinks, 91 mobile phone assistants and other third-party software stores, as well as through various open platforms, such as Weibo open platforms.

Sina Weibo has been a success, but it has only succeeded in accumulating users, not in the commercialization of microblogs. App Marketing is a chance for Sina, but Sina didn't catch it.

App Marketing has many advantages, but it also faces a lot of difficulties. For example, can a developed app be browsed and downloaded by the user?

The Deloitte consultancy, which surveyed platforms such as iOS, Android and BlackBerry, found that less than 1% per cent of all brands ' apps were able to break 1 million downloads, with apps up to 80% downloads up to 1000 times.

The development of the app time consuming, but finally unsatisfactory, microblogging app marketing whether there is no future? Many enterprises are faced with such confusion. Microblogging app marketing does face three obstacles: Channel promotion, user experience, precision.

The neglected microblogging app

The app on Weibo, whose user size is directly influenced by Weibo development. Now, whether it is the "ancestor" of foreign micro-blogging Twitter, or the domestic Sina, its micro-blog has been a decline in user activity. Last year's Twitter in the US stalled, and in January 2011, ExactTarget released a report that nearly half of Twitter users were no longer active.

Similarly, according to the Internet traffic monitoring agency Alexa monitoring data showed that after August 2011, Sina Weibo traffic tends to be smooth, but the single user page browsing volume from the beginning of September continued to decline. From the time the user stayed on the site, the relative magnitude of November 2011 was down 1/3 compared with the highest value of July. Sina's share price has fallen from more than $140 trillion in April 2011 to less than 60 dollars.

Journalists around them know that the frequency with which they use microblogs has dropped, and that they will not be able to get apps on Twitter. Previously, analysts have argued that the social nature of Weibo can boost app's appeal, and it now appears that the microblogging of strangers is far less socially attractive than Tencent, Renren's acquaintances.

Some data show that Sina Weibo advertising revenue accounted for Sina's overall advertising revenue ratio of only 10%, Sina Weibo's commercialization effect is general.

The decline in the microblogging market has led to a sharp drop in the size of users importing from Weibo. Sina Weibo, which launched app solicitation last August to solicit high-quality mobile apps nationwide, was at its peak and still attractive to third-party developers, but things are now very different.

The reporter opens Sina Weibo the application channel, in its key recommendation newest application, has one section is called "Hubei Telecommunication" the application, the application on-line approximately one week time, only 75 users. Another game class application "Fingertrouble_arena" is only 4 users.

Competition from Third-party software stores is more direct and lethal. At present, the Android Market channel is basically dominated by several big channel manufacturers, such as Android Market, Android Market, 91 assistants, application sinks, etc., these software stores have gradually occupied a strong position. Sina Weibo's app is no longer a bright spot, and the business value of Sina itself is pretty limited.

And Sina itself has issued such as "Hall of Fame", "Micro-data" "micro-Report" and other official applications, and put on the Sina Weibo application channel prominent position to promote, such "selfish" will inevitably be challenged by the developers.

Because of the lack of user support, Sina Weibo open platform of the ecosystem is not prosperous, commercial failure is the cause of Sina Weibo struggling. If companies are choosing app Marketing on Sina Weibo, it's obviously not a good idea.