Google I/O 2012 - Google Play: Marketing 101 for Developers

App Marketing

Marketing

4P:Please,Please,Please,Please--- not this one

Check List 

App + Business Model + Promotion + Distribution

Basic , Intermediate , Advanced.

Feed back from

1. Developers

2. Vendors

3. Publishers

4. and their circles

5. Community

User / Magic 

Know Users/ Build Magic App

Enhancing our Life / or Entertainment

Users = Research = 

How will they download my APP ?

Where will they get my APP?

Quantitative

How long will they stay in one Session?

How much will they spand?

Qualitative

How easy is the UI

what Feature most they use ?

what Feature to remove

GO ! Google.com/insights

4P

Product : APP

Price  : Business Model

Place : Device, Channel , OS, Platform 

Promo : Banner , Thumbnail, 

Product ?

Snacking Vs. Feasting 

- Mobile = Snacking , 1.5 hour a day using APP. 30 Apps in their phone, Your app will have only 9-10 minutes.

Ex. 15 mins Transportation : 5 Mins to use APP

Device Coverage : Variety = Rich = Android 1.5 and UP 

Gathering Where Customers location , User Pricing Behavior Test, 

Packaging App, Icon , Snapshots , Thumbnails, 

Price = Free. Ads Paid Hybrid  - % of revenue?

Testing , Reunderstand , Measurement, 

Paid Apps, 

2.99 cent delima = easy discount

.99 dilemma = low price = cheap = I'm the cheapest = I'm the same as others 99

Price LifeCycle of Apps

Ads

Time Spent by Usrs : 0 ->10%

Ad Spent on Apps : 1% -> ??%

Eyeballs follow by Apps

Numero Nuno

Don't invest marketing behind a weak product.

Don't ads on bad experience app

Know your Users

-STP - Segment , Target - Position

Develop convincing messaging

- Taking points, story, creative statement

Build a structured marketing Plan(ATPR)

-Awareness - Trail - Purchase - Repeat

Create a Media Strategy

- What media , investment, ROI

Know your Users

-STP - Segment , Target - Position

In -App payment

Paid Apps

-----Disposable income VS. available Time

Develop convincing messaging

- Taking points, story, creative statement

One Liners. Android Bean !

Call to Action! Clear call !

Build a structured marketing Plan(ATPR)

-Awareness - Trail - Purchase - Repeat

Get People to Write your App-

Star you  Blog , Let people come  , visit your studio. 

Top 4 Key Influence how people will buy User Rating /User Review  / Screen Shots / Text Descriptions

Number of your search plus, install plus+ , uninstall minus-

This will increase your search rank

Mobile Brand : Brand Advertising....

A lot of Video / Picture / Blog / Text , 

Create a Media Strategy

- What media , investment, ROI

Pepsi Vs. Coke ? Coke at out-rages distribution : Africa.

What device I have to be on ? 

Help you App at most available.