13. 清晰的產品理念 – 並讓團隊相信
Everything has to come from the top!
Golden Circle 原理:
https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=zh-tw
27. 有產品,有理念與市場定位,團隊⽂文化之後
怎麼推廣產品?
Don’t try to do everything and anything during a launch. This just ends
up wasting your most valuable resource – TIME.
ü Building all social media accounts
ü Submitting your app to review sites and worse, paying to get reviewed
ü Sharing your app in developer forums or groups
ü Buying burst campaigns
ü Buying incentivized downloads
ü Exchange reviews
What not to do
28. 舉例:Launch a new app
1. create a landing page for your app
2. send relevant traffic to your landing page
3. good press coverage for your app
4. create your app store description and get started with App Store Optimization
5. ensure that the analytics tool which you are using to track your app is properly
setup
http://appentrepreneursassociation.com/10-day-marketing-plan-to-launch-an-app/
29. 需要持續推廣與建⽴立價值循環
Turning Consumers to Brand Ambassadors
ü Reward influencers
ü Provide incentives
ü Turn usage into a game
ü Let them co-create value
http://appentrepreneursassociation.com/10-day-marketing-plan-to-launch-an-app/
A few specific technique to use:
PR campaign - Public Relations Services for a Mobile App
Social Media / Content Marketing Campaign
User Acquisition campaigns via Facebook and Twitter
Launching incentive traffic campaigns to increase your app visibility - Using solutions like
AppBooster
30. Even More…
THE IOS APP MARKETING STRATEGY GUIDE
ü Build Your App’s Online Presence
ü Get Feedback
ü Localize
ü Do App Store Optimization
ü Get Your App Reviewed
ü Market Your App With Video
ü Paid Ads
ü Deep Linking
ü Leverage New iOS Features
ü Lifetime Value of a Customer
ü The Viral Loop
ü Do “Real-life” Marketing
ü Leverage Product Hunt
ü Cross-Promote Your App
ü Kill It On Launch Day
ü Improve Engagement With Push Notifications
ü Choose The Right Promotion Campaigns
ü Measure, Improve & Keep On Marketing
http://www.apptamin.com/blog/app-marketing-strategy/
Yes, it’s not easy.
31. 舉例:Build Your App’s Online Presence
Your app needs more than a page on the App Store
(image source: SEOMoz/Tapstream)
33. Kdan’s Acquisition Strategy
Kdan Apps
Users
& Cloud
Members
Social
Media
Ads
Online
Media
Marketing
Campaigns
SEO
ASO
Content
Marketing
Email
Community
App Store
(Mobile Device
Desktop)
Web
Carrier
Partners
Hardware
Partners
Affiliated
Partners
(Facebook, AdMob, etc. )
Audience
Distribution Channels
Marketing Strategies
Referral
34. App
Inbounds
Channel *
Inbounds
Index
Cost Index
App
Results**
Results
Index
Kdan’s Marketing Approach
CPM,
CPC,CPI
ARPU
ACPU
ROI
§ Revenue
§ Downloads
§ Subscription
§ Ads Income
§ In-App Purchase,
etc.
• Reach
• Lead
• Click
• Action
• Install #
• Impression
§ CPM § CPC § CPI
• Official Website
• ASO / SEO
• Social media
• Forums
• Online Media
• Promotion & Ads, etc.
• ARPU
• ACPU
ARPU / ACPU
CYCLE
ROI
35. Growth Hacking
is a marketing technique which aims to attract users
at a relatively low cost and primarily by means of
technological integration.
36. Growth Hacking (AARRR)
Growth
Hacking
How to
generate
traffic
How to
acquire new
users
How to
increase
activation
rate
How to
increase
engagement
rate
How to
increase
conversion
rate
Landing page, call to action, on-boarding program,
A/B testing, referral program….(then measuring)