bookmark_borderThe most complete and detailed APP operation and promotion planning plan in history

For a successful application, developing an APP is only the first step. More important than the former is APP operation. APP is like a “star” that needs to be constantly packaged and invested. It needs to constantly create “topics” to attract users. It relies on the optimization and upgrading of one version and enough content and activities to support it, otherwise it will soon disappear from people’s attention. in view. Therefore, what is more difficult than APP development is the follow-up operation and promotion.

At present, there is no very clear channel and method for APP promotion in the market, and everyone is in the stage of exploration. In addition to the regular Android and Apple markets, the rest of the promotion channels and methods vary from company to company due to different resources. Here, the author specially compiled the most complete and detailed APP operation and promotion planning plan for everyone.

  1. Competitive analysis
    The APP analysis method is the same as the competitive product analysis done when analyzing any product. Here, the content of some competitive product analysis summarized before is sorted out. The content is more suitable for newcomers and is shared with everyone.
  2. Select competing products and do a good job in positioning
    Generally speaking, it is best to select two products for competitive analysis, and at most three. So, how do we get competing products?

Baidu searches for similar product keywords. Assuming your product is a card game with the theme of the Three Kingdoms, you can enter the main keyword “Three Kingdoms”, which is generally ranked in front of the natural ranking. The products in front of Baidu’s bidding promotion are all competing products.
Use keywords to search in major mobile application markets, such as application market, application treasure, pea pods, etc.
Find the latest information on industry websites.
Consulting websites such as iResearch, DCCI, Alexa, etc. are relatively reliable channels.
There are other methods, such as obtaining competitor information through participating in industry exhibitions, peer exchanges and other channels, which will not be introduced here.

  1. Competitive analysis to draw conclusions
    Choose an appropriate analysis method to analyze, and draw conclusions based on the analysis. Generally speaking, a more comprehensive competitive product analysis should be carried out from the aspects of users, market trends, functional design, operation and promotion strategies, etc. Here we refine it into the following dimensions:

Market trends, industry status
Competitor’s corporate vision, product positioning and development strategy
Target users
market data
Core functions
Interactive Design
Product advantages and disadvantages
Operation and promotion strategy
Summary & Action Points
For the marketing director of the mobile Internet department, you can only care about the market part, and you can ignore the function and design. For example, analyze the competing products from the parts 1, 2, 3, 4, 7, and 8, focusing on market data. and operational promotion strategies.

Taking a mobile travel APP as an example, the operation data can be analyzed from the number of downloads, the number of users, the retention rate, the conversion rate, the number of active users, and the active time.

Operation and promotion strategies can be analyzed from the channel management of competing products, such as application market launch, mobile forums, market activities, press release, social media performance, etc.

  1. According to the conclusion, make recommendations
    Through the analysis of the above competing products, we can roughly draw a conclusion with relatively market commercial value, and then formulate a reasonable APP operation and promotion plan based on the conclusion.
  2. Product positioning
    The importance of product positioning can be seen in a separate discussion of product positioning. Clear product positioning and target user group positioning are the cornerstones of operation and promotion; the more thorough and clear the target user group analysis is, the more critical it is for later product promotion.
  3. Product positioning
    Describe your product clearly in one sentence, and what kind of product you use to satisfy users or user markets, such as:

Momo: a location-based mobile social tool.
Qzone: A platform for asynchronous information sharing and exchange, which is a supplement to the QQ instant messaging tool.
91 operation network: share Internet products, e-commerce operation dry goods.
Cool social: Pay attention to the development trend of mobile social and explore the business value of mobile social.

  1. The core goal of the product
    The product goal is often expressed as solving a problem in the target user market. The more thorough the analysis of this problem is, the more accurate the product core goal is.

For example: 360 Security Guard solves the security problems of users using computers; WeChat provides users with mobile applications for smooth voice communication.

  1. Target user positioning
    Generally, target user groups are positioned according to the dimensions of age, income, education, and region.
  2. Characteristics of target users
    (1) Common user characteristics: age, gender, date of birth, income, occupation, place of residence, hobbies, personality characteristics, etc.

(2) User skills: proficient in computer office, strong foreign language ability.

(3) Features related to the product:

E-commerce: shopping habits, annual consumption budget, etc.
Dating class: single or not, mate selection criteria.
Game category: Do you like 3D games and whether you have experience in the same type of games.

  1. User role card
    Create user role cards based on target user groups around target user characteristics.
  2. User usage scenarios
    User usage scenarios refer to putting target user groups into actual usage scenarios.

Taking the above APP as an example, Zhang San came to a sporting goods store in Wanda Mall every day and saw the price of Kobe’s second-generation sneakers at 1,400 yuan. The price is 810, and the APP proactively suggested that it should be purchased on JD.

  1. Promotion plan
    In the mobile Internet industry, the start-up company market is suitable for multi-faceted attacks, trying all possible ways and means, and maximizing the brand effect with the smallest investment.

Out of the 100 methods that I thought of, I constantly tested the most effective method, eliminated 99 of them, concentrated the resources in my hand on a possible outbreak point, kept zooming in, kept analyzing, and waited for the outbreak. Eventually attract more registered users and increase their market share.

  1. Channel promotion
    APP operation is inseparable from promotion. It is necessary to learn to find problems from operation, summarize good experience, create high-quality channels, and improve products. For channel promotion, there are the following points for your reference:

(1) Online channels

1) Basic launch: major download markets, app stores, major platforms, and download stations cover the Android version release channels, because in Ma Haixiang’s view, the first step in promotion is to go online, which is the most basic, no need to spend money, only Maximum coverage is required.

Download market: Android, Jifeng, Anzhi, Apphui, 91, Muant, N Duo, Youyi, Anji, Feiliu, etc.
App store: geogle store, HTC mall, Liqu, cross cat, Kaiqi, Aimi, Ichacha, Meizu store, Lenovo developer community, oppo app store, etc.
Large platforms: MM Community, Wo Store, Tianyi Space, Huawei Zhihui Cloud, Tencent Application Center, etc.
Clients: Wandoujia mobile phone wizard, 91 mobile phone assistant, 360 software housekeeper, etc.
wap station: Pickled Pepper, Skynet, Lexun, Yisou, etc.
Web download station: Sky, Huajun, Extraordinary, Green Soft, etc.
iOS version release channels: AppStore, 91 Assistant, pp Assistant, NetEase Application Center, Synchronous Push, Quick Use Apple Assistant, itools, Free Daquan for a limited time.
2) Operator channel promotion: China Mobile, China Telecom, China Unicom

The user base is large, and the product can be pre-installed in the operator’s store, leveraging the capabilities that the third party does not have, and if it is a good product, it can also get its subsidies and support.

The marketing department should have a dedicated channel specialist responsible for communicating and cooperating with operators, and coming up with plans for project tracking.

3) Third-party stores: The above category A all belong to third-party stores

Due to the early entry and the accumulation of users, third-party stores have become the entry point for many APP traffic. There are nearly 100 third-party app stores across the country. The channel specialists must prepare a lot of materials, test, etc. to connect with the app market. The rules of each application market are different. How to communicate with the person in charge of the application market and accumulate experience and skills is very important.

In the case of sufficient funds, some advertising spaces and recommendations can be placed.

4) Mobile phone manufacturer store

Large manufacturers have pre-installed stores in their own brand mobile phones, such as Lenovo Music Store, HTC Market, Oppo Nearme, Meizu Market, Moto Smartware Park, etc. The channel department needs more operation specialists to contact mobile phone manufacturers’ stores.

5) Points Wall Promotion

“Point Wall” is a page that displays various points tasks (downloading and installing recommended high-quality applications, registration, filling in forms, etc.) in an app for users to complete tasks and earn points. Users complete tasks in the application embedded in the point wall, The developer of the app gets the corresponding revenue.

The integral wall is fast, and the effect is obvious. Most of them are in the form of CPA, and the price ranges from 1-3 yuan. However, considering the comprehensive cost of active users, the cost is high and the user retention rate is low.

Companies in the industry include tapjoy, Weiyun, Mi, Wanpu, etc.

Point Wall is suitable for large and funded teams that need to develop users as soon as possible.

6) List promotion

This kind of promotion is an informal method, but it is very popular in China. After all, most Apple mobile phone users will use the APP Store to download APPs. If your APPs are directly in the top few positions, of course, you can quickly get the user’s APP. Follow and get high real downloads at the same time.

However, the price of brushing the list is relatively high. The price of the top 25 in the domestic list is about 10,000 yuan per day, and the price of the top 5 requires more than 20,000 yuan per day. Since this kind of promotion cost is relatively high, it is usually done in conjunction with news hype, which is easy and fast to become famous.

7) Social platform promotion

At present, the mainstream smartphone social platform has clear potential users and can quickly promote products. This kind of promotion basically adopts the method of cooperation and sharing, and there are various cooperation methods. Companies in the industry include Weiyun, The9, Tencent, Sina, etc.

For example, the dating software If You Are the One in June 2010, was self-propagated and promoted on the Weiyun social platform, and the number of users reached 320,000 in the first month of its launch.

8) Advertising platform

The starting quantity is fast and the effect is obvious, but the cost is high. Taking the current mainstream platform as an example, the CPC price is 0.3-0.8 yuan, and the CPA is between 1.5 yuan and 3 yuan.

It is not conducive to the promotion and use of the team before the start-up financing.

Companies in the industry include admob, Domeng, Weiyun, Youmi, Yidong, etc.

9) Exchange amount

For the amount of exchange, the author understands that there are mainly two ways:

In-app mutual recommendation: This method can make full use of traffic and increase exposure and downloads. The magnitude is not large, but the exposure is good. Apps with built-in recommendation bits can exchange the amount of each other, but this requires a certain amount of users. as basic.
Buying volume for volume: If you cannot bring volume to an application or the volume is very small, you can find a network alliance to run volume in exchange for high-quality resources in the application store or convert it into money for promotion. This method is also a more practical way. Stores including Yingbao, Xiaomi, etc. can exchange the amount. Through some agents, you can also exchange the amount with 360, etc., which may have better results than doing CPT directly on 360. Store: CP is generally 2: 1 way to change the amount.
(2) Offline channels

1) Pre-installed by mobile phone manufacturers

It exists from the factory, the user conversion rate is high, and it is the most direct way to develop users.

It takes 3-5 months from submitting test kits for testing – passing testing – trial production – mass production – sales to users.

Promotion cost: The pre-installed payment price of application products ranges from 0.5-1 yuan, and the CPA method price ranges from 1.5-4 yuan. Game products are pre-installed for free, followed by a share model, and the CPA price is between 2-3 yuan.
Industry companies: Huawei, ZTE, Coolpad, TCL, Bird, OPPO, Meizu, Hisense, etc.
Difficulties in operation: There are many brands, many levels of personnel, and many product projects, and a professional team is required to make targeted recommendations and maintain relationships.
2) Parallel import brush machine

Quick start, basically 2-4 days to see users who have flashed the machine, the number is large, basically tens of thousands of devices can be flashed a day.

The phenomenon of re-swiping is serious. Basically, a mobile phone will be swiped 3-5 times from the general approval to the channel to the storefront. The promotion cost increases sharply, the user quality is poor, and it is difficult to monitor.

Basically, the CPA of a single software for brushing is 1-2 yuan, and the price of a chartered machine is between 5-10 yuan.

Industry companies: XDA, cool music, music cool, brush machine wizard.

3) licensed storefront

High user quality, high viscosity, high user payment conversion rate, and fast user speed.

There are many stores, and the training of clerks is complicated, which requires a perfect assessment and reward mechanism.

Basically, the CPA price is between 1.5-3 yuan, and the pre-installed price is between 0.5-1 yuan.

Industry companies: Leyu, Zhongfu, Tianyin, China Post, Suning, etc.

Case: At the end of 2010, Weiyun conducted a pilot cooperation with a well-known chain mobile phone store in China, and put the cooperative CDs in the store for packaged sales to users, and half of the 80,000 sets of CDs were activated.

  1. New media promotion
    Next, Ma Haixiang focused on the new media promotion in the App promotion method, including the following aspects:

(1) Content planning

Before content planning, it is necessary to do a good job in audience positioning, and analyze the core user characteristics.

Adhere to the output of original content, and keep about three interesting content a day in content updates.

Catch up on what’s hot for the week or day.

Creativity, or creativity, lets your product tell a story and anthropomorphize.

(2) Basic brand promotion

Encyclopedia promotion: establish brand entries on Baidu Encyclopedia and 360 Encyclopedia.

Q&A promotion: Establish Q&A on Baidu Know, Soso Q&A, Sina iQ, Zhihu and other websites.

(3) Forum, post bar promotion

Jifeng, Android, Anzhi…, you can see many industry forums at the bottom of mobile phone related websites.

Ma Haixiang suggested that promoters post promotions in two ways: official posts and user posts, and at the same time, they can contact the forum administrator to do some promotions.

After posting, you should regularly maintain your posts, answer questions raised by users in a timely manner, and collect feedback from users so that the next version can be updated and improved.

The first lineup: Jifeng Forum, Android Forum, Anzhi Forum.
The second lineup:, Android Forum, Meizu Forum.
The third lineup: Storm Forum, Wood Ant Forum, DOSPY Forum.
(4) Weibo promotion

Content: Personify the product, tell stories, locate the characteristics of Weibo, and insist on the output of original content; follow up on Weibo to catch the hot spots of the week or the day, and maintain a certain continuous innovation. Here you can refer to the successful Weibo accounts in the same industry and learn from their experience.
Interaction: Follow relevant Weibo accounts in the industry, maintain interaction, and increase brand exposure.
Activities: When necessary, you can plan activities, repost on Weibo, etc.
(5) WeChat promotion

The operation and promotion of the WeChat public account takes a certain amount of time to settle. Here you can refer to a few steps:

Content positioning: Combined with products to make content aggregation recommendation, the content does not have to be much, but it must be precise and consistent with the positioning of WeChat.
Seed user accumulation: In the initial stage, a KPI indicator can be given, a threshold of 500 fans, and seed users can be recommended by colleagues, friends, partners, Weibo, official website, etc.
Accumulation of trumpet accounts: Open WeChat trumpet accounts and import target customer groups every day.
Trumpet Guide Tua: Recommend WeChat public account through the accumulation of fans of trumpet, and import fans to WeChat public account.
WeChat mutual push: When the number of fans reaches a certain expectation, you can add some WeChat

bookmark_borderOperators must-see: 19 ways to promote your app for free

It is very easy to develop an app, but difficult to download it. Master Cicada believes that in most cases, it takes a lot of work and patience to continuously increase the downloads of the app. We all know that there are more than 2 million apps on the App Store, and the average app is getting harder and harder to be seen by users. And without any popularity, an app may die slowly until it disappears.


In fact, there are many ways to help an app improve brand reputation, rankings and downloads without spending a lot of money. We all know QQ and WeChat, these applications have generated a huge buzz in social media and are ranked first in the APPStore all year round.

It is difficult for us to become the next QQ and WeChat. Their success is difficult to replicate, but it does not mean that we cannot succeed in the mobile Internet. Among them, the primary condition for success is not only to have a good product, but also to think about how to launch the APP. Let’s take a look at the 19 free APP promotion methods summarized by Master Cicada for everyone.

  1. Create a unique website for the app. This will make our APP have a strong amount of information, and can provide content support for the application. Unlike the APP application description page (in the Google Play Store or Apple App Store), the website is completely customizable without any restrictions, so you can use the website to introduce our application as much as possible.
  2. Build a blog. In addition to the website, it is recommended to create a blog (attached to the website) to regularly publish news about the app or valuable content around the app. Interesting and touching. That way, articles may be shared via social media, and when potential users enter the site…the app will remember it.
  3. Build a social presence. Try to choose 3 or 4 of the most popular and relevant social media, such as Sohu We Media, Toutiao, Zhihu column, etc. And develop different content strategies for them. Finally, using these resources to share the wonderful content and news of the APP gives us more opportunities to let the APP be known and spread by users. Word of mouth is a powerful weapon in applied marketing strategies, and these channels can also be used to disseminate information on our website and blog.
  4. SEO optimization. Strive to improve the SEO ranking of your website, continuously obtain free long-tail traffic from the PC side, these traffic can be our potential users, and continue to improve the user experience of the website, I believe that as long as these two points are achieved, the website traffic There will be quite a few converted into our APP users.
  5. Create a promotional video. While trying to make a creative and attractive promotional video. Put it on various video sites and share it on social media and your website.
  6. Ask your friends to tell their friends. As we said, word of mouth is very powerful and can spread anything online and offline very quickly. You just need to start now, use your close relationships as a starting point, and ask to start spreading your app out. If you can’t let yourself spread it, how can you let others spread it for you?
  7. Social groups. Social media is full of specific groups, post content and share your website URL wisely. and find groups of people with common interests related to your app. Such as QQ group, WeChat group, etc., because their interests are related to your APP attributes. Therefore, they may be interested in what you have to say, remember! The most primitive way is often the most effective way.
  8. Get well-known bloggers to talk about your application. Get in touch with their editors and try to do an interview. If you are a game APP, you can try to contact a more well-known game information website and sell your APP in a creative way. At this time, resources are still very important.
  9. Use the media to send out great press releases. PR is very important, use it to announce your app and its core functionality. It will increase your visibility, especially if you are handed out by the mass media, it can be very effective, use screenshots in press releases, and leave a link to download the app.
  10. Make your app free at launch. If your app is paid, start it free. The goal is to get as many customers as possible to download your app. After the free time, it will incite the curiosity of users and drive more downloads.
  11. Ask for comments. Do everything possible to ask users to review apps. Reviews and ratings affect an app’s ranking in the App Store. It’s best to use the pop-up message asking for a review after 5 or 10 uses of the app, but not too often.
  12. Try to get VIP referrals. The VIP here refers to people with a certain influence, try to get them to use our APP, and write a small gift. Then showcase it on our website, blog, social media.
  13. Participate in relevant APP competitions. By participating in the app contest, you will gain visibility and awareness, as well as some press coverage. If you win, you get an award, which makes your app even more credible.
  14. Promote APP anytime, anywhere. A good (and very simple) way to mention your app is in our email signature. Put your website URL or download link next to it. It may not be very useful, but what if your team, employees, friends all do this? It will always work, more or less.
  15. Hold relevant competitions. Several creative competitions can be organized within the APP to promote the APP. For example, dating apps allow users to post their funny love experiences in the app and on social media, and mention the app. The winner is given a certain reward. This also encourages user interaction within the app and increases the app’s visibility.
  16. Regularly upgrade your application. Keeping the freshness of the APP helps to increase the user’s stickiness and activity to the APP. and notify audiences directly using social media, and also to describe updates in the app store and in the app
  17. Always react to negative or positive reviews. Whether users comment on social media or directly in the official QQ group, always respond to negative information as soon as possible. Don’t leave unanswered content, always find a solution for your users and tell your users. Be honest and transparent during this period. If your reply makes users happy, they may tell the world how good you are.
  18. Try answering questions on various popular forums. Answering potential users’ questions with valuable content and relevant answers will increase your app’s exposure. The premise is that you are a problem solver, otherwise, don’t be too self-promoting, it is easy to cause resentment.
  19. Reward your most loyal customers. The important thing is to nurture fans’ interest in the app’s sustainability and thank them. It’s actually quite simple. Send a congratulatory email or text message on your birthday to show your fans that you’re happy for them to use your app and hope They become ambassadors for our app, in short, get as close to them as possible and build a strong relationship.

Well, that’s all for this article. I hope these 19 free APP promotion methods are useful to everyone. Finally, don’t forget that ASO optimization is also absolutely necessary. I hope everyone will have a very good result in the upcoming 2017.

bookmark_borderApp promotion tips: 11 expert tips on how to promote your app

  1. Write about the application you are building
    Tracy Osborn, designer, developer, and author of Hello Web App, has found that the best way to promote your app is to write the following:

the challenges you face
Solutions to your problems
Activities you attended (and lessons learned)
Programs, lessons, and challenges you take part in (and of course, lessons learned)
How do you apply what you’ve learned to your application
In short, it’s time to #publicstartup.

“It’s marketing that doesn’t look like marketing,” explains Osborn. “It will be easier for you and your readers to share and promote because it won’t be considered a blatant ad, it’s a marketing Trojan horse to introduce your product to potential customers.”

It’s a marketing that doesn’t look like marketing.

Tracy Osborn
The downside, Osborn admits, is that it takes time to write, but in her experience, the time invested always pays off several times over compared to other, more traditional marketing campaigns.

“Once you get into the habit, it’s easier to keep posting on social media, blogging, writing articles about what you’ve learned and what you can teach others,” she said.

You might also like: How to Get More App Downloads in the Shopify App Store.

  1. Set up automated marketing
    It was also important for Osborn to build as much automated marketing as possible when designing, developing and promoting all of her products so she could spend more time on the products.

“I usually spend my marketing time writing informative and instructional blog posts that I can share to relevant communities, such as specific Reddit subreddits. The blog post is then shared naturally on dedicated social media platforms.”

Osborn recommends including an image in your blog to maximize engagement, and preferably syndicating blog posts on other writing platforms like Medium or Dev Community to increase their visibility.

“Once you spend time doing app promotion work, like writing an article, make sure to take advantage of every opportunity to share that article, especially if it can be done automatically after publishing.”

YOU MIGHT ALSO LIKE: 5 Social Media Automation Tools to Increase Your Business’ Online Presence.

  1. Write case studies and get client testimonials
    The numbers are proof, says Kelly Vaughn, founder and developer of The Taproom Agency.

Whether you’re pitching directly to the CEO, or to the technical decision makers responsible for execution, you should get help from a few key users who can make great case studies for your app, she suggests.

“Let them test the app and gather some use cases and customer testimonials,” she advises. “Apps with social proof are more attractive when your app competes with the vast number of potentially similar apps already on the market.”

Apps with social proof are more appealing when your app competes with a large number of potentially similar apps already on the market.

Kelly Vaughn, The Taproom Agency
If you’re not sure who to ask for customer testimonials, you can try getting testimonials through social media, such as Facebook groups and Twitter. Explain your app and ask for some help while testing your app in exchange for a review.

When asking for a review, make sure to follow the guidelines set out in the Partner Program Agreement, as there are some things you can do and some things you can’t. Read our guide on how to get reviews for your Shopify app.

You might also like: Social Proof: How to Make the Most of This Powerful Marketing Asset.

  1. Know your unique value proposition and be prepared to promote it
    Your purpose for building your application is clear. Maybe it’s an unprecedented new idea, maybe it’s an improvement over an app that’s already on the market today. Whatever the purpose, Kelly Vaughn recommends making sure you articulate clearly what makes your app stand out.

Make sure your value proposition is articulated and understood by any potential customer.

Kelly Vaughn, The Taproom Agency
Vaughn warns: “You may only have 10 seconds to get a potential customer’s attention, and you only have one chance to make a good first impression. Whether it’s talking to others about your app or doing it via Twitter App promotion, make sure your value proposition is clearly articulated and understood by any potential customer.”

You might also like: Shopify App review experience and tips to help you pass the app review quickly.

  1. Write clear and concise copy
    Knowing what your product does is critical to writing application copy. Product strategist, designer and author Andi Galpern recommends speaking directly to your target audience.

“Make the benefits of using an app obvious so people are motivated to download it. Don’t overwhelm people with rhetoric. Use plain language so everyone gets the same information. For example, I use Hemingway a lot. This simple online word processor to build and edit paragraphs of copy. It assesses sentence readability and encourages authors to write with a positive tone.”

People will buy from people they trust.

Kelly Vaughn, The Taproom Agency
Above all, Galpern advises being authentic: “People will buy from people they trust. You want to sound like a real person who really cares about the people who use your product.”

You might also like: 10 UX Writing Tips for Creating Effective Content.

  1. Optimize the material on the product page of the app
    Lifesum Product Page Health app LIFESUM’s product page helps you understand exactly what the app does at a glance.
    Ludo De Angelis, founder of digital and app promotion agency Orto marketing, warns that it’s not enough to just optimize copy on product pages. The real focus, he suggests, should be where the eye catches the eye: videos and pictures.

“Did you know [on the Apple App Store] that little ‘more’ button that expands the text box in the list?” he asked. “Only 2% of people click on a listing to read a full description of an app’s functionality when entering a listing. They want faster information transfer than plain text.”

De Angelis explained that people want to see what your app looks like, how it works, and what it can do for them as quickly as possible.

“Videos and images are the best way to convey these messages, and consumers know that, and they’re going through those images faster than you can say ‘curly braces’,” De Angelis noted.

Listings on the Shopify App Store support videos and images, which give you the opportunity to create compelling media assets that quickly illustrate what your app does. Read our guide on getting more downloads on the Shopify App Store to learn more about optimizing video and visual media footage.

“The name of the game here is, don’t make people think too much to download,” De Angelis said. “Good luck!”

You might also like: How to Brand Your Shopify App and Get More in the App Store.

  1. Make it easy for merchants to find your app in the app store
    Shopify has learned through research that merchants compare their list of apps side-by-side before making the final decision to install an app. Optimizing your listings at this stage of the merchant journey will help increase lead conversion rates, advises Erin Marchak, director of engineering at Maple.

“You should structure your app description in a way that clearly promotes the value you bring,” she explains. “The main benefits section of the listing allows you to really advertise the benefits you’re offering and get the merchant’s attention quickly.” .”

“Merchants do a side-by-side comparison of app listings before making the final decision to install an app. Optimizing your listings at this stage of the merchant journey will help increase lead conversion rates.”

  1. Create beautiful and memorable app icons
    A collection of app icons A collection of app icons designed by MICHAEL FLARUP
    Crafting a unique graphic design that users can interact with every time they see your product can be a daunting task. According to designer and entrepreneur Michael Flarup, a beautiful, recognizable, and memorable app icon can have a major impact on an app’s popularity and success. So investing time and effort does pay off in the long run.

Michael explains: “The app icon is like a little visual anchor for the product that has to solve a series of tasks. It needs to act as a strong and consistent branding element. It needs to be scalable and available in multiple sizes. Ideally down, it should align with the rest of your design language, and it needs to stand out from other apps competing for attention.”

Gabe Kwakyi, CEO of mobile app development and marketing agency Incipia, found the following best practices for app icon design:

People process images faster than text. Use visual cues to help users immediately understand what the app does. Flight apps use airplanes, GPS apps use globes, and chat apps use bubble dialogs. This is especially important when your icon is placed alongside a variety of similar products (for example, the Staff Picks collection in the Shopify App Store) compared to inherent use cases (such as keyword searches)
With high-resolution interfaces and large pixel counts, icons have the opportunity to be more noticeable. Adding gradients or shadows can hint to users that your application is professional and detail-oriented. That said, think about your target market: while regions like Japan and China may appreciate more sophistication, the current trend in Western culture is minimalism
Make sure your icons stand out. If all apps use the same polish and visual cues, how do you differentiate between them? Take the time to do competitiveness research and design something unique
Make sure the visual identity used in the icon meets your guidelines. Branding is all about consistency, without consistency you lose the opportunity to benefit from your brand building investment
To learn more about good app icon design, visit Michael Flarup’s for resources, articles, and video lessons on the subject.

You might also like: Everything you need to know to design great app icons.

  1. Create introductory tutorials for long-term applicability
    Interaction designer Krystal Higgins recommends creating app introductory tutorials that go beyond the first experience because she finds that too many apps don’t provide guidance after the first run.

She explains: “First impressions matter, but sometimes we’re so focused on building the app’s first-run experience that we fail to design an introductory tutorial that supports users as they evolve. A true introductory tutorial isn’t a one-off, one-size-fits-all approach; It’s a process of slowly walking the user through multiple events, using different methods in different situations. When done right, there’s a seamless transition between onboarding tutorials and day-to-day user education.”

When done right, there is a seamless transition between introductory tutorials and day-to-day user education.

Krystal Higgins
To create an introductory tutorial that incorporates daily instruction, Higgins recommends defining a successful end state for the user.

Once key actions are identified, Higgins recommends providing guidance. This involves figuring out how to trigger the action, walk the user through the action (and any issues they may have), and end the action in a way that leads the user to the next step.

When doing this, consider the different situations the user might encounter, or if a critical operation is being performed. You may need to utilize more than one coaching method to meet their needs.

Krystal concludes: “Tie onboarding tutorials to the end state that users expect to ensure that you create onboarding tutorials that not only solve short-term problems, such as getting users to sign up, but also serve users long-term.”

For more information on designing permanent introductory tutorials and other introductory tutorial tips, read Higgins’ article on introductory tutorials.

You might also like: Effective App Onboarding: How to Convert Free Trial Users to Paying Customers.

  1. Create campaigns for user retention and upselling
    Ben Harper, CEO of market research firm Clarity Stack and founder of Meet Hugo, found that when you launch any app and people are installing it, one of the biggest ways to increase revenue over time is to maximize the use of your user base.

“People have already spent time trying your app, so you have to give them the best experience at every touchpoint so they can come back for more features,” he explained. “It all starts with understanding your data and paying close attention to it.”

Clarity Stack’s web app, Hugo, accepts subscriptions through Stripe, which has metrics built in, such as teams tracking their churn rate and customer lifetime value.

“We can see different groups of customers based on when they sign up, and why they might decrease,” explains Harper. “Combining this data with login and usage data within the app, we can see which customers are most likely to churn and re-engage them, and which customers are the most loyal and likely to accept upgrade packages.”

The result of looking at all this data is improved touchpoints with customers, primarily through automated marketing channels to connect with users, re-engage them, and remind them of what they might be missing out on by not logging in.

Harper said, “By continually adapting and measuring our customer touchpoints throughout the customer lifecycle, we have seen tangible improvements in all areas.

bookmark_borderThe four best ways to promote apps, how many do you know?

In recent years, with the development and expansion of apps, the competition among major app publishers has become particularly fierce. How to quickly promote their own apps and increase their exposure has become the most troublesome issue for publishers. There are more and more channels for app promotion, and it is more and more testing the level of promotion if you want to achieve good results. Taking games as an example, now no matter we open Weibo, Toutiao or WeChat Moments, we can see Gu Tianle, Jackie Chan, “Zha Zhahui” and other big-name celebrities doing endorsements for various mobile games. Although celebrities can bring a certain amount of traffic to the app, in the end, the quality of the app itself can only retain users, otherwise even the best celebrity endorsements will be futile. However, the purpose of celebrity endorsement of App products can only play a role in attracting new ones. How companies turn fans into effective users is the key issue. Besides celebrity endorsements, what other ways are there to promote the app?
Throughout the entire Internet, there are not a few celebrity endorsement apps, but is celebrity endorsement the key to the app’s occupation of the market? The picture below shows the results given by nearly 100 CPs in the user growth private sharing event of Aiyiying in August. voting results. From the results, it is not difficult to see that information flow, ASO and short videos still account for a large proportion.

In fact, celebrity endorsement is only one of the new promotion methods of the app. The celebrity endorsement of the app is a double-edged sword. If there is negative news about the product endorsement star, it will also have a great impact on the promotion of the app. There are various ways to promote apps. For example, the information flow, ASO optimization, short video, etc. mentioned in the above figure are all ways of app promotion. Then I will introduce these four mainstream promotion methods one by one. .

  1. Celebrities promote the App
    Some commercial event App publishers will invite endorsement stars to participate in the event on the spot. This method is relatively common, such as e-commerce apps (JD.

I am especially impressed by the advertising words of Ganji! ~ (I have a small donkey, I never ride it…) Looking for a house, looking for a job, looking for a decoration, looking for a babysitter, looking for a pet, looking for a move. . . Buy and sell used goods., everything! I feel that no matter what I do, it is right to go to Being deeply brainwashed by this advertisement will naturally leave a deep impression on people. And recently the very popular girl group “Rocket Girls 101” endorsed the activities of Jingdong 618, which also attracted a large number of fans for Jingdong.

The cooperation between and Rocket Girl 101 has really seamless coverage. I did some rough statistics. Before the 618 event started, I saw it on CCTV, subway, bus station and many other media advertisements. This full-scene coverage is also in line with the transformation of’s retail subgroup from open shelves to full-scale retail. Just like advertisements, JD.618 is also covering the entire scene, becoming a ubiquitous carnival.

Not only that, stars such as Are You Hungry, ofo Shared Bikes, Beauty Cameras, and Mogujie all have their endorsements and promotions.

Secondly, celebrities promote their own apps

In addition to their careers in the entertainment industry, many celebrities will also start their own businesses. Generally speaking, they endorse their apps and use their fame to promote new apps.

The promotion of information flow
The advantage of information flow advertising is that it “integrates advertisements in the content”. For consumers who “eat soft and not hard”, they can unconsciously accept advertising information when browsing the content, retaining the inherent user experience. At the same time, the information flow advertisement also has the advantages of effectively reducing the interference to the user, delivering it to the target customers more accurately, easily stimulating the audience’s initiative, prompting and active sharing, and simple operation!

The feed advertisement is closely integrated with the content, which can effectively improve the click effect. The unique advantage makes the feed advertisement more and more popular, just like Baidu, Weibo, QQ Zone, Toutiao, Sohu, Momo, etc. that we can reach every day. Even WeChat advertisements have also opened the native promotion page advertisements in the circle of friends, showing diversified development, and the competition between advertisements has become more and more fierce!

So, what are the popular delivery channels for news feed ads?

  1. News information:
    Today’s Toutiao, Yidian Consulting, Zhihuitui (Tencent Information Client, Daily Express), Sina Fuyi (Sina News Client), Sohu Accounting (Sohu News Client), NetEase News Client. These are all information-based information flow advertisements.

Its characteristics are:

Users use it for a long time, with high frequency and strong stickiness.

As consulting products are the first to launch information flow advertisements, advertisements are sold in various forms and there are many styles of advertising spaces.

Accuracy is limited, suitable for strong exposure.

  1. Social media:
    Weibo Fantong / Fantoutiao, Guangdiantong, Momo, Tieba, etc., are characterized by ① strong user interaction, and information can be disseminated twice. ②Has a large amount of user registration information, and the user’s natural attributes are determined with high accuracy. ③Because it does not have multiple channels like consulting APPs, the forms and styles of advertisements are relatively simple.
  2. Search engine:
    At present, mobile phone Baidu is more representative, and mobile phone Baidu currently belongs to the dual overlay function, search function + news information. Its characteristics are:

Due to the dual overlay function (search + information), the users are huge.

Marketing is highly accurate and can lock in users’ recent purchase needs.

The ROI (return on marketing investment) is high. Due to the large number of users, the traffic cost is reduced, and the accuracy is high. Compared with other information flows, the ROI is slightly higher.

It started late, and the delivery form and style are still relatively simple.

  1. Video category:
    iQiyi, Tencent, LeTV, Youku, etc. In view of the increasing prospects of the Internet online video market, it is currently one of the more concerned news feed advertisements. However, the characteristics of news feed native advertisements make the production cost of video-based news feed advertisements high, and multiple resources need to be integrated. At present, a more representative one is the online drama “Ghost Blowing the Lamp” interspersed advertisements (play actors + advertiser products + video producers + video delivery parties).
  2. Browser:
    UC browser, Baidu browser, Sogou browser, etc., which are characterized by:

The user base is large, and it is mostly integrated with other platforms, such as UC+Ali.

Only the home page is triggered, and user attention is low.

  1. Other content alliances:
    WIFI key, almanac weather, etc. Such products (services) have large and single functions, few user groups, and low frequency of use. Therefore, news feed advertisements are generally launched jointly for multiple products. Compared with other types of news feed advertisements, the delivery scope, accuracy and conversion rate are slightly insufficient.
  2. ASO optimization
    ASO optimization has existed for a long time, but ASO is really valued and developed at the end of 2014; if an APP wants to get a good ranking in the search platform, it can increase the downloads of the application, increase brand awareness and popularity Of course, improving the ranking of APP applications is inseparable from ASO optimization and promotion, and needs to be assisted by some ASO optimization work.

When there were few apps in the early days, a simple category list was enough, but at present, there are more than 1.8 million apps in the App Store, and according to our statistics, only about 14,000 apps can be displayed. less than 1%. At present, about 60% of the downloads in the App Store are from search, and with the further increase of the number of apps, based on the consideration of the app ecology, the proportion of downloads outside the list will further increase, and the importance of ASO is self-evident.

  1. Definition of ASO
    The English full name of ASO is App Store Optimization, and the Chinese translation is App Store Optimization. At present, the definition of ASO is divided into narrow and broad.

In a narrow sense, ASO refers to the process of improving the ranking of apps in the rankings and search results in the app market.

In a broad sense, ASO refers to all the processes that can help apps get better exposure in the app store and get more traffic and downloads. Including ranking optimization, search ranking optimization, boutique recommendation, user comment optimization, etc.

  1. App Store
    App Store refers to Apple’s application store, where users can download a variety of applications. Up to now, the Apple App Store has more than 2 million apps, and the App Store has limited app exposure, mainly including rankings, app recommendations, search results and other positions, which has led to a large number of similar apps in the market. Competing for more exposure opportunities, ASO has undoubtedly become a sweet pastry.
  2. Ranking Factors Affecting ASO Optimization
    ranking factor

(1) APP application icon:

Logo images must be clear, intuitive, and highlight the brand. Image design is also an effective way to influence users.

(2) Subtitle settings:

The importance is similar to the website Title and Keyword, implanting keywords in the title is helpful for the ranking of the main keywords of the website. However, for APP application names, it is not so easy to modify the application name title and keywords. Therefore, when uploading an application, you must do a good job of keyword search heat analysis in advance, and standardize the title content.


①The distribution relationship of the keyword search weight in the title is subtitle>keywords

②The title should be natural and smooth, and no words should be piled up;

③The title should be one or two sentences as much as possible, and do not use short words to piece together the title;

(3) Description (brief description and detailed description):

The brief description is generally displayed on the application list page, and the detailed description is the detailed introduction of the APP application. Description is also very important for ASO optimization; when users see your app in the search listing page, the first thing the user sees is your iCON, subtitle and brief description, so how to use short sentences to arouse user interest and It is particularly important to click to enter the APP product details page, which can improve the click-through rate of the APP in the search results in the app store, and is also a factor affecting the ranking.

(4) User ratings/evaluations

There is no doubt about the importance of real user evaluation, which is reflected in:

①Not only APP, but also platform operation such as website operation and Taobao operation, user evaluation and rating all play a big role in ranking.

②Many apps will trigger pop-up windows to invite users to evaluate users; and there will be an evaluation entry in the personal center or settings section of the navigation. It can be seen that the importance of user reviews to the APP.

(5) APP application update iteration

In APP operation, everyone pays attention to the user’s activity, daily activity, weekly activity, more activity, etc.; as in the ranking of the application store, the update iteration of the APP is also an activity rate. Many APPs basically do not update and iterate much after they go online, which is a big taboo; APP update and iteration for a fixed time is very helpful for improving rankings;

(6) Application installation volume: the top priority of ASO optimization

The number of APP installations is a very important factor. Basically, the top-ranked APPs are ranked among the best in terms of downloads and installations. “App swipe list” is to boost downloads and installs, and its popularity shows the importance of app installs for ASO optimization; although the app store is very strict about swiping the list, its importance still exists.

  1. Data Analysis
    data analysis

(1) Competitive product analysis

Competitive product analysis is not only required in the field of ASO, but also in traditional industries, product design, and platform operations. For ASO, it is necessary to understand which words are optimized by competitors? What is the popularity of these words? How are their subtitles and descriptions set? How are their keyword rankings?

By understanding your competitors, you can better recognize your own products, make your ASO optimization plan more detailed, and avoid the pits that the former has stepped on;

(2) Industry analysis

Regarding industry analysis, it is more about red ocean and blue ocean strategies. More is to understand the competition situation of the whole industry, development direction, etc.;

(3) User Analysis

The selection of keywords and hot words is based on the user’s search behavior; the most popular words are searched by the user, and if the hot words can be optimized, the ranking of the hot words can be improved, and the download and installation volume of users can be increased; it is not a problem;

  1. External promotion
    External promotion

(1) Increase download volume: ground push and task recommendation are all good methods

For APP promotion, many of them adopt the methods of ground push, cooperation, task recommendation, and trial play, which can also play a significant role in increasing application downloads.

①A financial APP: Scan to download the APP, and after registration, you will get a box of Jiaduobao; this kind of cost is relatively high, but if the gift is not attractive, how can users download your APP?

②Scan it, download the APP, and drink tribute tea for free. By cooperating with some physical service stores, it can bring a win-win situation. This method is also what many APPs will try to do when they are initially promoted;

③ Trial APP: Now there are some third-party trial service platforms. After downloading and registering, users can get a reward of how much money they can get after hanging in the background for a few minutes. This method is more effective for increasing application downloads.

(2) Social marketing: more about building APP brand image

For social marketing, the platforms that operators usually choose include WeChat official account, Weibo, SEO soft article promotion, and self-media platforms (Toutiaohao, Zhihu platform, Netease We-media, Jianshu, Sohu media platform, etc.).

Social marketing needs to be supported by high-quality content to increase reading and brand exposure; for APPs, the content is more interesting, and of course, the direction of content type selection is also diversified.

For example, the Hequ APP that Box Fungi recently paid attention to is an APP about both genders; on the Zhihu platform, you can often see “yellow old wet” answering some shy questions, and use dirty content to arouse users to the author and the level of interest in the product.

For social marketing, without content, various platforms cannot survive.

(3) With the help of SEO/SEM, brand exposure and download volume increase

For users, most of them use computers to search during get off work, and they must use mobile phones to browse various pages after work, so SEO/SEM optimization is also very important; most APPs have their own official websites, but generally It is relatively simple, just guide users to download the APP; you can optimize the keywords done in the app store, and perform SEO optimization and SEM promotion on the official website on PC and mobile.

  1. Short video promotion
    Short videos are now in a bonus period, and many platforms have begun to produce their own short videos to gain traffic. But after the wonderful short videos are produced, the more important thing is to promote them, especially for some small/small platforms, how to better promote their videos?
  2. Upload the website
    Upload videos to video sites with high weight (Tencent, Youku, Tudou, Sohu Video, iQiyi, PPS, PPTV, Xunlei Kankan, Ku6, Xigua Video, Phoenix Video) for the first large-scale coverage . But the video title, intro, tags and cover

bookmark_borderHow to promote an app?

If we have an app, should we learn to promote the app first?

What should we pay attention to in app promotion, and how to promote it more effectively? Next, we will introduce some methods of app promotion in detail.

There are two types of marketing promotion: one is paid promotion and the other is free promotion. It is suggested that the two methods will work better when combined.

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  1. Ground push mode
    This is a very common promotion model. In crowded places, we often see people set up tents, put some gifts, and take flyers to promote their products. For friends who pass by, the promotion staff will introduce their products to them very enthusiastically, and tell them that downloading the APP will give them gifts.

mobile phone iphone-5537230__340.jpg

  1. Cross-industry cooperation model
    The essence of cross-industry cooperation is the cooperation of traffic. In this model, it specifically includes offline mutual promotion, online cooperation and brand alliance. In this year’s NBA game, a loan platform cooperated with the NBA. While we watched the game live on video, we also remembered those brands that cooperated with the Houston Rockets, such as “You and I Loan”, a powerful Internet financial platform.
  2. Advertising mode
    If you have money, you can say anything. When the free promotion method is not satisfactory, you can choose to advertise. Although it is a bit more expensive, the effect is still there. The advertising model is a very important part of the APP customer acquisition model. We still need to do a good job of cost control before placing advertisements, do some ideal effect analysis, and how much money should be invested to achieve what kind of effect.

Content can be published on the information flow platform, including articles, videos, atlases, questions and answers, small videos, micro-titles, posts, etc., and can also be charged based on clicks, displays, and conversions.

First, news platforms, such as Toutiao, UC, Tiantian, Baijiahao, Sohu Toutiao, NetEase Toutiao, Yidian Information, Jianshu, WeChat Official Account, Weibo, etc.

The second is audio and video, live broadcast (Betta, Huajiao, Yingke, etc.), short films (Kaishou, Douyin, etc.), audio (Himalaya, Lychee, etc.)

The third is some third-party advertising platforms, such as Guangdiantong, Wisdom Push, Fantong, etc.

Fourth, ASO optimization
ASO optimization can improve your APP’s ranking in various APP electronic market rankings and search results, and increase exposure and download conversion. For users, to download a certain APP, open the app store to rank high, and the one with high praise is definitely the best choice. Moreover, ASO optimization has low cost and good effect, which is the best choice for many enterprises.

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The mode of social communication
With the development of the Internet, there are more and more social platforms. There are many platforms that can do free promotion for us, such as Weibo, WeChat, etc. We can publish activities, set up red envelopes, referral bonuses, etc. to attract users to participate, thus Get downloads. Common modes include red envelope fission, relationship fission and group purchase fission. For example, the APP Pinduoduo has not been around for a long time, but the 400 million customers he has now must be inseparable from his promotion. First of all, when new users place an order, they can enjoy red envelope discounts. This is a common promotion method for many apps. Secondly, Pinduoduo can also make orders, and it is cheaper to buy together. Moreover, you will share the product to your social circle and invite friends to help you bargain, After the help, users can get more discounts, and at the same time, it also achieves the purpose of attracting new users to download the APP.

  1. Promotion of soft articles
    Press release promotion is also a major model for acquiring customer traffic. Press release promotion is a relatively direct and low-cost way. The audience area is relatively wide, and a soft article published on a popular self-media platform can also attract many people to download.

bookmark_borderThe most complete App promotion channel in history

  1. App store promotion
  2. App stores of mobile phone manufacturers: such as Xiaomi Store, Huawei App Store, Samsung App Store, Lenovo Music Store, HTC Market, Oppo, Meizu Market, LeTV App Store, etc. The channel department needs more operation specialists to contact the mobile phone manufacturer’s store.
  3. Mobile phone operator application store: The so-called operator channel refers to China Mobile, China Unicom, and telecom operators, such as Mobile MM, Unicom Wo Store, and Telecom Tianyi Space. Their main advantage is that they have a large user base. If your products are good enough , you may also get the support of the operator.
  4. Mobile phone system provider application store: It is the official application store such as Google, ios, and windowsphone.
  5. Third-party application store: The first type belongs to the third-party store. The channel specialist should prepare a lot of materials, test, etc. to connect with the application market. Such as Youyi Market, Android Market, Anzhi Market, Jifeng Market, Cross Cat, Wooden Ant, Netcom, Android Store, Nduowang, Peadoujia, 91 Mobile Mall, Cocoa Software Store, Feiliu, 3G, Android Market Amber Market, Android Online, AppChina, etc. Each application market has different rules. How to communicate with the person in charge of the application market and accumulate experience and skills is very important. In the case of sufficient funds, some advertising spaces and recommendations can be placed.
  6. Software download stations: such as Sky Download, Huajun Software Download, Baidu Software Center, Zhongguancun Download, Pacific Download and other download stations can also submit your app to get users.
  7. Network alliance promotion:
  8. Points Wall: Display various tasks in an application (download and install recommended applications, register, fill in forms, etc.), and then users complete the tasks in the game embedded with the point wall to get virtual currency rewards. According to CPA (Cost Per Action) billing, as long as the user completes the task of the point wall, the developer can get a share of the income.
  9. Interstitial screen: Also known as interstitial advertisement, when using the app, the action triggers full-screen/half-screen pop-up or embedding. Mobile games are suitable for this form of advertisement, and the click-through rate, conversion rate, and user activity performance have a good performance. By popping up in half-screen or full-screen form when the application is opened, paused, or exited, it can subtly avoid the user’s normal experience of the application. Because of its large size and stunning visual effects, interstitial ads have a very high click-through rate and good advertising effects.
  10. Network alliance & agency: If you buy by CPA, negotiate a CPA price with the other party (of course, the higher the price, the more users you will acquire), and it is best to set a KPI, such as the retention of the next day is not low With such an agreement, the quality of users will be guaranteed. Like IOS, platform-based online alliances are also companies such as inmobi and adwords.
  11. Mobile DSP: At present, only Limei and mediav are known to be doing mobile DSP. Because they are just starting out, students from these two companies do not recommend us to do it. Because there is no historical data, there is little basis for optimization, and the price is very high. By the way, their media resources are generally connected to big platforms such as google and inmobi. Whether mobile DSP will become a more reliable delivery method in the future is still unclear, please wait quietly~
  12. List promotion: This kind of promotion is an informal method, but it is very popular in China. After all, most Apple mobile phone users will use the APP Store to download APPs. If your APP is directly in the top positions, of course, you can quickly gain the attention of users, and at the same time obtain a high real download volume. However, the price of brushing the list is relatively high. The price of the top 25 in the domestic list is about 10,000 yuan per day, and the price of the top 5 requires more than 20,000 yuan per day. Since this kind of promotion cost is relatively high, it is usually done in conjunction with news hype, which is easy and fast to become famous.
  13. In-app promotion:
  14. In-app mutual push: Also known as exchange volume, it is to exchange traffic through BD cooperation. You push my app, I push your app, and everyone replaces users with each other.
  15. PUSH promotion: As an important means of operating mobile applications, push has attracted more and more attention from mobile game operators.

When the same content is sent to all users, the push is made regardless of time, and the performance of the push remains the same. When users receive such untargeted pushes for many times, they will gradually get bored. However, it is not the push function itself that users are annoyed with, and it has nothing to do with the number of pushes sent. What matters is the content sent.

  1. Pop-up promotion: a form of advertising that pops up when the app is opened, the effect is good, but it greatly affects the user experience.
  2. Focus map promotion: It can be simply understood that a picture or multiple pictures displayed in the application are the focus map. In an obvious position in the app, it is played in the form of a combination of pictures, which is similar to the focus news but with pictures. It is generally used on the homepage of the application or the homepage of the channel. Because it is in the form of pictures, it has a certain attractiveness and visual appeal.

15: Application recommendation promotion: Jinshan, Daquan, Daqu, APP123… The settlement method is mostly CPT. Due to the limited resources of IOS promotion channels, the price has been rising. Many cooperations of Jinshan in 2014 need to follow the annual framework, even according to the To cooperate with CPA, the price of e-commerce is also 12 yuan/activation. The quality of users of this type of channel is good, the channel is basically not mixed with water, and the data is still relatively reliable. It’s just that users will experience “aesthetic fatigue” after long-term deployment, and the promotion effect will gradually decrease. There are also some applications such as Toutiao and Best Buy, which can be embedded with content or talk about CPS. In the middle, I saw the figure of pocket shopping.

16: Jailbreak promotion: PP assistant, synchronous push, quick use, 91… The settlement method is mostly CPT, and CPA cooperation can also be communicated. The volume of these companies is still good, and I don’t have any channels to push jailbreak, so I know very little.

  1. Internet open platform promotion: Don’t underestimate the open platform! Submit your mature APP to the Internet open platform to enjoy massive users, such as Tencent Open Platform, 360 Open Platform, Baidu Open Platform, Kaixin Open Platform, Renren Open Platform platform etc. Add a different perspective to your users.
  2. Social promotion:
  3. Social marketing: a popular way of online SNS promotion. It is embedded in text, pictures, and videos that can spread quickly in a relatively soft way, and spreads in major SNS communities, bringing high-explosive traffic. . This is not impossible, what is needed is the topicality that the product itself can create, and the execution of the marketing team.
  4. Red people forwarding: (Promotion user quality: uncertain) Generally, the payment is based on the number of articles, and the price is negotiated by both parties in advance. Possibly the most cost-effective form of promotion if successful event marketing is conducted. There may also be cases where there is no effect. Pay attention to controlling the scale. It is too much. Now users are very smart.
  5. Malware latent installation market: This method is more evil, but it can also bring traffic.
  6. WeChat group promotion: There are many WeChat groups now. Many people download and send red envelopes by doing activities in the group. If the effect is good, it can bring hundreds of downloads every day.
  7. Promotion by swiping comments on human flesh: By swiping comments to improve the ranking, you can also get the number of users of the app.
  8. Offline promotion:
  9. Pre-installation by mobile phone manufacturers: This is the need to cooperate with mobile phone manufacturers to pre-install your application when the mobile phone is produced. This method has a high user conversion rate and is the most direct way to develop users. However, in the mid-term, the number of users is also relatively long. After all, from the cooperation of mobile phone manufacturers to the launch of new mobile phones, it takes a period of time for users to purchase, usually 3-5 months.
  10. Parallel import flashing: Android phone flashing has formed a market. If you use this method, users can start quickly, and you can basically see flashing users in 2-4 days. Companies in the industry include: XDA, Kule, Le Cool, brush machine wizard. The cost is not easy to control, the quality of users is poor, and it is not easy to monitor. Basically, the CPA of a single software for brushing is 1-2 yuan, and the price of a chartered machine is between 5-10 yuan.
  11. Licensed storefront: high user quality, high viscosity, high user payment conversion rate, and fast user speed. There are many stores, and the training of clerks is complicated, which requires a perfect assessment and reward mechanism. Basically, the CPA price is between 1.5-3 yuan, and the pre-installed price is between 0.5-1 yuan. Industry companies: Leyu, Zhongfu, Tianyin, China Post, Suning, etc.
  12. Offline media promotion: such as light boxes, knife flags, LED screens, etc.
  13. Offline store promotion: For example, cooperate with McDonald’s and KFC, download the app to send a KFC drink, etc.
  14. Promotion of exhibition materials: such as the promotion of small gifts by downloading the App at the exhibition.
  15. Ground push promotion: (Promotion user quality: high) Ctrip’s ground push staff’s daily job is to install Ctrip’s APPs at the airport. On average, they can install 30 to 40 apps a day, and in good times, they can install 1,000+ a month. The basic salary is 1000. After 600 pieces are installed, 1 piece per piece exceeds 1000 pieces and 3 pieces each. This form of promotion is very precise but also very tiring, and the stupidest method is often the most effective.
  16. New media promotion
  17. Content planning: The important point of content planning is to analyze users, grasp the psychology of target users, and focus on creativity in content.
  18. Basic brand promotion: Encyclopedia promotion: establish brand entries on Baidu Encyclopedia, 360 Encyclopedia, Q & A promotion: establish Q & A on Baidu Know, Soso Q & A, Sina iAsk, Zhihu and other websites.
  19. Forum post bar promotion: You can see many forums in the industry at the bottom of mobile phone related websites. Promoters are recommended to post promotions in two ways: official posts and user posts, and at the same time, they can contact the forum administrator to do some promotions. After posting, you should regularly maintain your posts, answer questions raised by users in a timely manner, and collect feedback from users so that the next version can be updated and improved.
  20. Weibo promotion: Content: Personify the product, tell stories, locate the characteristics of Weibo, and insist on the output of original content. Catch the hot spots of the week or the day to follow up on Weibo, and maintain a certain continuous innovation. Here you can refer to the successful Weibo accounts in the same industry and learn from their experience.

Interaction: Follow relevant Weibo accounts in the industry, maintain interaction, and increase brand exposure.

Activities: When necessary, you can plan activities, repost on Weibo, etc.

  1. WeChat promotion: Promote on WeChat public accounts, such as looking for a public account similar to your app, the user traffic should naturally increase, and the conversion will be higher, such as the mobile Internet (chuangyingshe) WeChat public account, you can put some and Mobile Internet dating, marriage and other practitioners related app download advertisements.
  2. PR communication: PR is not a hard advertisement. It is very important to learn to tell a moving story in the right way. In the Internet age, everyone is a source of communication. Whether it is Weibo Kol, WeChat official account, columns on media websites or major social networking sites, I have to study how to use these platforms to tell the story of a good brand. Conversely, these platforms also It will be the best channel for users to generate UGC for the brand.
  3. Event marketing: Event marketing relies on the brainpower of operators and a keen sense of smell for industry information. Superficial understanding is hype, which requires the team to have certain media resources.
  4. Data analysis: promotion at any time is inseparable from data, and we must learn to find problems from data. Summarize good experience, do high-quality channels, and improve products.

bookmark_borderWhy is Huawei: No longer relying on international camera giants, authenticity and warmth are the main colors of XMAGE

On July 2, Huawei officially announced the release of its own imaging brand, Huawei Imaging XMAGE; on July 4, Huawei released the nova 10 series of mobile phones with the main imaging function, which is also the main Selfie imaging function. At the Huawei Influenced Media Exchange Conference on July 6, He Gang, COO of Huawei Terminal BG, was interviewed by media reporters including reporters.

Get out of Leica, be your own
With years of accumulation of imaging technology, Huawei has established a good impression on consumers for taking pictures on its products. Through the release of this XMAGE imaging brand, Huawei has transformed the technology and experience accumulated in its imaging part into an independent brand. , and will continue to develop mobile imaging technology under this brand in the future.

“Huawei Imaging XMAGE will be the exclusive symbol of Huawei Mobile Imaging, announcing our leadership and maturity in the imaging field, and will also represent our continuous breakthrough and commitment.” said He Gang, Chief Operating Officer of Huawei Terminal BG. In the first half of this year, Huawei and Leica ended their 6-year cooperation, and the release of XMAGE also means that Huawei no longer relies on the cooperation of international camera giants for empowerment, but builds its own image brand in the field of mobile imaging. own technical system.

In this regard, He Gang said: “Through the cooperation with Leica, we have a better understanding of the needs of consumers, and at the same time, we have more opportunities to meet consumer expectations. After the cooperation period expires, we insist on our own I don’t know how others will do it, but Huawei will deepen and penetrate its technology, and continue to optimize key technology areas such as optical systems, imaging technology, and image processing.”

Why is Huawei: No longer relying on international camera giants, authenticity and warmth are the main colors of XMAGE

Huawei XMAGE builds an imaging technology system from three dimensions: optical system, imaging technology, and image processing
He Gang said that the strategic investment and direction of Huawei Imaging mainly focus on three dimensions: technological innovation, shooting experience, and image culture, while the technological innovation and shooting experience innovation represented by XMAGE mainly focus on optical systems, imaging technology, image processing and other fields. .

In these three key technical areas, Huawei has always had a solid technical foundation. For example, there are a number of core technologies represented in the optical system, such as the dual-camera system of the P9 series in 2016, the periscope telephoto lens of the P20 series in 2018, and the free-form lens of the Mate40 series in 2020.

The imaging technology is an intersection of photoelectric conversion, including the RYYB sensor of the P30 series, the full-pixel octa-core focus of the Mate40 series, and the hyperspectral image of the P50 Pocket.

Image processing is a collection at the algorithm level, including the AI ​​photography of the original Mate10 series, the XD Fusion image engine of the P40 series, and the XD Optice computational optics and other technologies introduced by the P50 series.

Huawei Imaging XMAGE is a further summary and development of Huawei’s accumulation and experience in the field of mobile imaging technology over the past years. It is also through the optimization of optical systems, imaging technology, image processing and other original technologies to become Huawei Imaging XMAGE to build images. key to the technical system.

He Gang also said that XMAGE will further exert its technological advantages in five aspects: optical design, mechanical structure, photoelectric conversion, image algorithm and image effect, and continue to invest in research and development.

Why is Huawei: No longer relying on international camera giants, authenticity and warmth are the main colors of XMAGE

Authenticity and warmth are the main colors of Huawei Imaging XMAGE
In addition, He Gang also said that reality, warmth, sharpness and high image quality will also become the unique image style of Huawei XMAGE, and become the trend and direction of Huawei’s photo style in the future, of which authenticity and warmth are the main colors of Huawei XMAGE. From the photos, users can perceive the subtle interlacing of light, and can also feel the real details and emotional temperature from the photos.

In addition to the presentation of photos, the tools for post-processing of images will also be optimized. At present, Huawei has launched petal clipping, and the next-generation products will continue to optimize the image editing tools, so that users can fall in love with Huawei through the whole process of photo effects and editing and sharing.

Huawei’s new image NEXT IMAGE: another expression of image culture
Why is Huawei: No longer relying on international camera giants, authenticity and warmth are the main colors of XMAGE

Most of the influential imaging equipment companies have held different forms of photography competitions. Of course, these manufacturers hold photography competitions for the purpose of promoting product sales, but they also objectively let more users understand and come into contact with photography, enriching the form of photography. People’s cultural life also records all aspects of the times and life.

Over the years, Huawei has created a brand new video culture exchange and learning platform for Huawei mobile phone users through brand cultural activities such as the New Video Contest, New Video Community, New Video Exhibition, and New Video Academy. A racetrack started. The new edition of the New Image Contest also focuses on youth, warmth, vitality, positivity, and seniority, encouraging more people to use their mobile phones to devote themselves to image creation to discover, express, and share the beauty around them.

After Huawei has been deeply involved in the field of mobile photography for many years, from focusing on product performance, paying attention to user needs, and then focusing on the humanistic spirit of mobile imaging, Huawei continues to talk about multiple expressions of imaging capabilities. It marks Huawei’s confidence and investment in the field of mobile imaging, and also represents the confidence and determination of a brand.

bookmark_borderChina’s 4K / 8K video encoding AVS3 became the world standard for the first time, saving 40.09% of the average bit rate compared to H.265

According to the New Generation Artificial Intelligence Alliance, the Digital Video Broadcasting Organization (DVB Project) announced today that it has officially approved China’s “AVS3” as one of the next-generation video codec standards in the DVB standard system. This is also the first time that DVB has absorbed Chinese video standards.

China’s 4K / 8K video encoding AVS3 became the world standard for the first time, saving 40.09% of the average bit rate compared to H.265

According to reports, DVB formulates technical standards for digital broadcasting (satellite, cable, terrestrial and broadband networks), which are widely used around the world. More than 150 organizations from 25 countries around the world have joined the DVB system.

IT House learned that since the establishment of the AVS working group in my country in June 2002, a team of thousands of people has persevered and overcome difficulties for more than ten years. AVS with independent intellectual property rights in my country came into being. AVS3 is the world’s first video coding standard for 8K and 5G industrial applications. With advanced technology and clear patents, it is the most suitable video coding standard in 5G+8K. It will be piloted on CCTV-8K channel for the first time in 2021.

China’s 4K / 8K video encoding AVS3 became the world standard for the first time, saving 40.09% of the average bit rate compared to H.265

From May 2020, DVB has been working on its next-generation codec specification, including AVS3 into the NGVC candidate standard vision, and the AVS3 use case is also listed as one of the priority support use cases. During the nearly 2-year DVB selection process, with the strong support of the AVS Alliance and industry partners, it has been effectively demonstrated that AVS3 meets the commercial needs and technical requirements of DVB NGVC. Objective performance tests show that AVS3 saves an average of 40.09% in bit rate compared to HEVC (H.265) on 4K video, meeting important commercial requirements for enabling new technologies, and its superior performance has been fully recognized by DVB. In July 2021, DVB officially announced that it had prepared a development line for 4K/8K broadcast broadband TV, with AVS3 as one of the 3 candidate codec specifications it identified.

By July 2022, the two DVB Blue Book specifications A001 (Audio Video Coding Specification, DVB-AVC) and A168 (Adaptive Streaming over IP Networks, DVB-DASH) including AVS3 have been revised and approved by the DVB Steering Committee meeting . New versions of these DVB Blue Book specifications will be published shortly, with further publications to follow as new versions of the corresponding ETSI standards (ETSI TS 101 154 and TS 103 285, respectively).

After nearly 2 years of promotion and standard formulation, AVS3 has been successfully incorporated into the DVB standard system as the next-generation video codec specification. The AVS3 standard will be recommended to global TV and video service operators in the ultra-high-definition industry system. This is also a major milestone in the internationalization of AVS3, marking that the AVS standard has a major influence in international standards and industrial systems, and will effectively promote the industrialization and international application of AVS.

bookmark_borderTesla’s Asia-Pacific region adjusts its structure, and the general manager of China is also promoted to vice president

The reporting structure of Tesla’s Asia-Pacific region has been adjusted. The country manager of the Asia-Pacific market has changed from reporting to the United States to report to Zhu Xiaotong, president of Tesla Greater China. Wang Hao, general manager of Tesla China, who is in charge of sales, has been promoted to vice president of Tesla China. This is the only executive adjustment involving China.

Country markets included in Tesla Asia Pacific include Singapore, Japan, South Korea, Australia and New Zealand. Australia is the largest market in Asia Pacific in terms of volume. But these markets are still small compared to China, the US and Europe. Some of the Model Y and Model 3 sold in these markets come from the Shanghai Super Factory.

In mid-June, Tesla fired the original Singapore regional manager and opened new recruits locally, with more than 7 positions, including a marketing specialist in charge of public relations and retail activities in Singapore, a delivery business specialist, a sales assistants and a project manager responsible for corporate social responsibility. This is considered to be in preparation for this reporting relationship adjustment, and the size of the Singapore market is relatively the smallest in the Asia-Pacific region.

In this round of adjustment, Wang Hao, general manager of Tesla China, was promoted to vice president of China. After the promotion, his rank is equivalent to Tesla’s vice president of external affairs. Wang Hao is also the only Chinese executive involved in this round of changes. The position of Zhu Xiaotong, president of Greater China, has not changed.

Today, the China Passenger Car Association released June auto sales figures in China. Tesla China sold 78,906 vehicles, up 138% year-on-year. In June, Tesla’s domestic deliveries reached 77,938 vehicles, a year-on-year increase of 177%. In the first half of 2022, Tesla’s Shanghai Gigafactory will produce nearly 300,000 vehicles, and the half-year delivery volume has accounted for more than 60% of the full-year delivery volume in 2021, of which nearly 100,000 vehicles will be delivered overseas.

bookmark_borderShanghai’s new policy for the smart terminal industry has been released, accelerating technological breakthroughs in high-end chips such as CPU chips and MCU chips

The General Office of the Shanghai Municipal People’s Government issued the “Shanghai Action Plan for Promoting the High-Quality Development of the Intelligent Terminal Industry (2022-2025)” (hereinafter referred to as the “Action Plan”), proposing that by 2025, the scale of Shanghai’s intelligent terminal industry will exceed 700 billion yuan, There should be no less than 2 companies with a revenue of 100 billion, not less than 5 companies with a revenue of 10 billion, and not less than 20 companies with a revenue of 1 billion. No less than 200 new smart factories will be added, and 100% of OEMs will reach the level of smart factories.

The “Action Plan” clarifies the main tasks, including intelligent networked vehicles, intelligent robots, virtual reality interactive terminals, smart home terminals, smart wearable terminals, Xinchuang terminals, and basic software and hardware support systems.

Intelligent connected car
Internet of Vehicles nurturing action. Build a new industrial chain system around the core systems of intelligent driving, intelligent networking and intelligent cockpit. Promote the iterative upgrade of the intelligent driving system, cultivate full-stack solution providers, and expand the coverage of intelligent driving scenarios; strengthen the research and development of intelligent networked systems, carry out the verification of vehicle-road coordination technology, and accelerate the application of the Internet of Vehicles in mass-produced models; Cockpit integration research and development, promote the integrated development of cockpit and content providers, and create an integrated smart cockpit. Vigorously develop terminal components, focus on key components such as lidar, central domain controller and other core components for environmental perception and intelligent decision-making, and accelerate the implementation of industrial support; promote the large-scale application of in-vehicle computing platforms and artificial intelligence chips; improve drive-by-wire and braking Integration level, accelerate the formation of large-scale controller mass production capacity. Focusing on the collaborative requirements of the intelligent networked “people-vehicle-road-cloud” system, a batch of new intelligent road infrastructures with functions such as environmental status detection, traffic participant identification, and traffic flow monitoring will be deployed, and a batch of smart transportation demonstration roads will be built. ; Launch a new generation of vehicle wireless communication network application pilots, and promote enterprises to build a 5G vehicle networking communication environment.

Coordinate industrial ecological construction actions. Based on the link between vehicle integration and software platform, promote cooperation between vehicle enterprises and technology companies, social platforms, etc., promote the coordinated development of integrated circuits, software, communications and other industries, cultivate new formats such as smart travel and data services, and promote intelligent network connection. The integrated development of automobile terminals, smart tourism and smart commerce. Create a group of intelligent networked automobile industry clusters with complementary positioning and agglomeration of elements. Pudong will focus on the development of the Internet of Vehicles, vehicle operating systems and automotive chips, etc., to create a highland for the development of the core component industry; Jiading will build a comprehensive demonstration area integrating R&D, manufacturing, application, testing and certification of intelligent connected vehicles; Lingang Construction An intelligent networked vehicle manufacturing and export base with international influence. Accelerate the construction of public service platforms such as the Internet of Vehicles Information Security Laboratory, and promote third-party institutions to establish the testing and certification capabilities of intelligent and connected vehicles; build an industrial exchange, cooperation and display platform, and hold events such as terminal product release and application launch to promote talent and industry agglomeration .

smart robot
Promote breakthroughs in core technologies. Focusing on the three major systems of motion, perception and control, organize key component research projects, break through hardware systems such as high-performance motors, reducers, and controllers, and tackle software technologies such as cloud brain, knowledge engine, self-learning, and human-computer interaction. Aiming at intelligent cloud systems, chips, intelligent sensors and other fields, to seize the high ground of intelligent robot industry.

virtual reality interactive terminal
Improve the maturity of virtual reality hardware. Focusing on key technologies such as near-eye display, perceptual interaction, network transmission, and rendering processing, comprehensively improve indicators such as terminal power consumption, portability, and computing power, and promote breakthroughs in key links such as near-eye display screens, perceptual interaction devices, and development tools.

Xinchuang Terminal
Promote the breakthrough development of Xinchuang products. Relying on the advantages of domestic central processing units (CPUs) and focusing on industrial clusters such as Songjiang Xinchuang Industrial Park, support enterprises in the fields of finance, medical care, etc., focusing on the development of server and personal computer products used in edge computing, data centers and other fields, to create market acceptance A product system with high degree, strong brand competitiveness and excellent performance indicators.

Software and hardware basic support system
Improve core chip support capabilities. Accelerate technological breakthroughs in high-end chips such as mobile phone processor chips, high-performance central processing unit (CPU) chips, and automotive-grade micro-control unit (MCU) chips, and improve wafer manufacturing capabilities with advanced technology and characteristic technology.

Improve the technical capabilities of key components. Support breakthroughs in core components such as “three electrics” and “three intelligences” of intelligent networked vehicles, develop 5G communication modules, optical modules and other components, and speed up micro-organic light-emitting displays (Micro-OLED), micro-luminescent displays (Micro-LED), etc. Research and application of new display technologies, and promote the development of intelligent sensors such as biological signs, environmental perception, and image acquisition.

Accelerate the layout of industry software. Develop real-time operating systems for the automotive and industrial control fields, and achieve breakthroughs in key links such as Electronic Design Automation (EDA), Assisted Analysis (CAE), and Assisted Manufacturing (CAM). Strengthen system reliability and security, and form a new supply of industry software for scenario-based, digital, and intelligent three-tier architectures.

Speed ​​up the layout of basic software. Promote the development of basic software such as operating systems, distributed databases and middleware. Focus on key technologies such as instruction set and kernel architecture to improve product energy level. Actively promote the research on cutting-edge technologies such as cloud native and multi-source heterogeneous data processing.