Channel promotion of app

Before the channel launch, we must first understand the market positioning of the products to ensure accurate and efficient launch, including:

If you have a clear understanding of products and markets, you need a channel launch outline as a guide to facilitate the selection of effective channels.

All channels are basically expensive, but the ROI is different. Therefore, it is a long-term adjustment process to choose the channel with the highest ROI from many channels. The following figure is a summary of some delivery channels:

For example, the supplier channel can be further subdivided into:

If we distinguish the delivery channels from the form of advertisements, it can be divided into information delivery and non-information delivery, and the criterion for distinguishing is whether it is a native advertisement. The classification is as follows:

(1) channel distribution

(2) Effect-based native advertising

There are many distribution channels, and the experience and effect of native advertising are better. The next issue will focus on native advertising.

1) online advertising

Usage scenario: SMEs must be short, flat and fast, which is not suitable for brand owners. Digital advertising is easy to control and evaluate, and the effect is remarkable. It is a natural pair with brand advertising, that is, product-effect interaction.

Promotion tips:

Sub-channel introduction:

Note: The quantity is huge, and the keyword bidding is extremely difficult. If there is a professional team, the effect will be very good.

2. Alliance advertisements: Baidu Alliance, sogou alliance, 360 Alliance, Google Alliance, etc.

Note: online alliance with large quantity and low price and average effect are three elements: material, orientation and bid.

3. Navigation advertisements: Hao 123, 360 navigation, navigation, 2345 navigation, UC navigation, etc.

Note: because of its large size, the navigation effect is ok, but a good location is more expensive.

4. Super advertising platforms: Guangdiantong, Sina Fuyi, Today Headline, Momo, Netease Youdao, Baidu, Weibo, etc.

Note: Large quantity, especially wide contact area and moderate effect are also three elements.

Introduce several major information flow advertising platforms (with high cost):

Note: Large quantity and high price are more suitable for brand owners.

2) Media advertising

Usage scenario: a must for large enterprises, a must for brands, and suitable for brand owners. Advertising has an immersive experience, strong visual impact and unforgettable.

Promotion tips:

Television is still the best brand promotion channel, especially CCTV's golden advertising space; Advertising emphasizes repeatability, that is, frequent bombing within a certain period of time, focusing on brand awareness, vision and hearing.

Sub-channel introduction:

1. TV advertising: CCTV and TV can be hard and wide, can be interviewed, can be exclusively sponsored, and can also be implanted for public welfare.

Note: According to different types, it has certain brand endorsement and word-of-mouth building effects. The more expensive the price, the greater the traffic; Cheap is often for content endorsement. The effect is either in the sky or underground.

2. Newspaper advertisements: People's Daily, Southern Weekend and Southern Metropolis Daily.

Note: It can cover the mainstream population and has certain brand benefits.

3. Magazine advertisement: automobile, finance and travel magazines.

Note: Same as newspaper advertisement.

4. Radio advertisement: city FM/music FM

Note: Product-effect interaction, high cost performance.

3) Outdoor advertising

Usage scenario: a must for large enterprises, a must for brands, and suitable for brand owners. Outdoor advertising has strong visual impact and is scarce.

Promotion tips:

Focus Media is the first choice for outdoor activities of many brands, and compulsory exposure has the best effect. Outdoor advertising can be supported by regional channels and reach more mainstream people.

Sub-channel introduction:

1. Focus Advertising: Focus Media, bus online.

Note: Focus Media has strong exposure, which can quickly improve brand awareness.

2. Subway advertisements: brand-name trains, brand-name through trains and various booths.

Note: The exposure is strong, some subways have LCD screens, and the display effect is excellent.

3. Bus advertisements: bus body advertisements and bus stop signs.

Note: Good exposure

4. Others: railway stations, airports, cinemas, highway signs, square LCD screens, etc.

Note: All of them have strong exposure and good focusing effect. For example, the airport is the best choice to cover high-end people.

4) Social advertising

Usage scenario: all kinds of enterprises must have, products and effects interact. Social network spreads very fast and is a necessary channel for content marketing. But the comparison is the actual download volume generated in the process of word-of-mouth communication.

Promotion tips:

1. wechat: wechat official account, circle of friends, wechat in-depth cooperation.

Note: If the advertisement of Lending Bao appears after WeChat payment, it is believed that other functions of WeChat will try advertising cooperation one after another after the advertisement of friends circle.

2. Weibo: Weibo size, model, topic list.

Note: Creativity is very important.

Note: Water depth

Promotion tips:

Aso is a long-term job; Joint use of suppliers for activities or resource integration.

Sub-channel introduction:

1. Take advantage of the market:

Every store has its own standards and rules, such as:

2. Alliance advertising and wap traffic channels: integrating wall, rebate alliance and mobile advertising platforms, such as adwords, admod, Limei, Mi You, Yibang Power, Youmeng, Wei Yun, Meng Duo, Yima, Aicheng, etc.

Note: ASO is necessary, inaccurate and invalid.

Cost: about 0.3-0.8 yuan, cps is based on cpc (activation cost 1.5-3 yuan).

Channel advantages: fast volume and low cost. People who change the quantity prefer this channel, and generally pay after cooperation.

Channel disadvantages: cheating exists, the true and false effects are difficult to control, the cost of media maintenance is high, and the quality of users is average. The communication cost is high, and this method needs to monitor the order to ensure the quality of users, and the operation is complicated.

Introduction of some alliance advertisements:

Note: The realization of DSP depends on Ad converter and DMP (data management platform).

Advertising communication: an open and capable

An online advertising market that connects publishers and advertisers (similar to a stock exchange). The advertising inventory in the trading platform is not necessarily premium inventory, as long as the publisher wants to provide it, it can be found in it. The realization of DSP needs mature Ad switching to a great extent. At present, there are some formed advertising trading platforms on the PC side in China, but there is only Google on the mobile side, so the domestic DSP is not mature enough to a large extent.

DMP: The data management platform can help all parties involved in the sale of advertising inventory manage their data, use third-party data more conveniently, enhance their understanding of all these data, and return or import customized data to a platform for better positioning. DMP integrates scattered data into a unified technical platform. Need to have a strong data reserve, together with mature DSP, better serve advertisers.

3. Pre-installation: mobile phone manufacturers, distributors, chip manufacturers, etc.

Channel advantage: large quantity, but low average cost.

Channel disadvantages: high follow-up cost, wide types of users and low proportion of accurate users compared with other channels.

Cost: the price paid according to the pre-installed quantity is 0.5- 1 yuan, and CPA pays according to the activation 1.5-4 yuan.

6)BD alliance

Usage scenario: SMEs must save money.

Promotion secret:

Create an open platform; Efficient channel management

The main alliances are: community alliance (that is, various associations, it is best to build official relations, public relations or resource integration), campus alliance (that is, student union, various associations). Must use push, labor cost is extremely low), trade alliance, horizontal alliance, media alliance, community alliance.

Sponsored articles

Usage scenario: a must for large enterprises. Did you make the brand? Entertainment marketing, sports marketing and creating popular phenomena are the key.

Promotion secret:

The key is that the brand is consistent in tonality, the event has great influence and can create popular phenomena.

1, sponsored by stars

Note: Give priority to popular IP, such as Wu Yifan, where popularity is king.

2. Sponsorship of mass activities

Note: Priority is given to popular entertainment programs, film and television dramas, such as Jianghu.

3. Sponsorship of popular activities

Note: The matching degree between the influence of the event and the enterprise's market goal is the key.

4. Concert sponsorship

Note: The key to becoming a star is the influence of the singer.

1) Official channel

Usage scenario: essential for small and medium-sized enterprises, with the lowest cost and the highest controllability. The best channel for corporate public relations can be used as a drainage means for a long time.

Promotion secret:

Cold start, content marketing, official mouthpiece

Introduce by channel:

Note: official internal channels are also good promotion positions, which should be used reasonably.

2, SEO: official website ranking, encyclopedia, know, post it, news source.

Note: this piece is very suitable for cold start. If you have the ability, set up a professional team to rank the stations and rank news source, which is known to all enterprises. Post it, cultivate in the early stage, and harvest in the later stage.

3. Official media: service number, subscription number, Weibo official number, official blog and official community.

Note: the service number should be used as a product to grasp the product needs of users; It is necessary to spread the subscription number and grasp the information needs of users. WeChat and Weibo can make matrices; Blogs have fallen; The community is extremely difficult and has achieved good results.

Note: Cold start is required.

Note: Same as above.

6. Others: such as customer service, sales, stores, agents, etc.

2) Community channels

For example, before the launch of Apple products, various warm-up activities and content marketing may employ a large number of navy and bloggers. In fact, Apple has maintained deep cooperation with bloggers in various comprehensive and vertical fields in China. It is a common phenomenon to carry out community marketing of automobiles, beauty cosmetics, maternal and child products and electronic products.

Vertical forums and communities are gathering places for accurate users, and these users and platforms are more sensitive to advertisements, so they are more suitable for soft promotion of evaluation or experience sharing posts. Through direct communication and contact, we can keep abreast of the new needs of heavy users in the industry.

Introduce by channel:

Note: Zhihu has a high weight and many QQ space users.

2. Vertical: Ctrip travel, cellular travel; Car home, Easy Car Network; SouFun and Anjuke; Hot mom gang, baby tree

Note: Vertical communities often have extremely high user quality and great marketing value, but communities have dealt a serious blow to marketing. A better way is to find KOL for implantable marketing, or you can find a writer to shoot original videos and pictures, and then do high-quality content marketing after writing a copy.

3, social: WeChat group, QQ group, Douban group.

Note: the labels of social groups are very clear, and it is easy to find the target users, but they also have strong resistance to advertisements. You can have a good relationship with group owners and carry out marketing; If the government wants to set up a group matrix, it is suggested to guide activists to set up groups spontaneously. For example, most travel websites have user-built exchange groups all over the country.

For enterprise marketing, self-media channels can be attacked and defended. Official channels can help enterprises establish a good image and maintain a reasonable right to speak in the market; Community channels can help enterprise clusters bomb core target users, create hot spots and form phenomenal events.

Through the continuous output of content from the media, combined with the relationship between enterprises, products and users, it is expounded from different angles by means of video, pictures and words, which stimulates the relationship between enterprises and users and shapes the image and reputation of enterprises.

Pay channels to enhance visibility and establish word-of-mouth from media and word-of-mouth channels. Enterprises have different combinations of promotion strategies in different regions, time and competitive position. CCTV advertisement, subway advertisement, cinema advertisement, video advertisement, bus advertisement, Baidu advertisement, network alliance, celebrity endorsement, press conference, large-scale roadshow, theme promotion, etc. They don't exist independently, they are all part of enterprise marketing strategy combination. Only by formulating a reasonable combination of promotion channels can we maximize the extension, repetition and complementarity of advertising communication.

Stars, opinion leaders, independent observers and independent users can get a lot of exposure and improve the product conversion rate by mentioning products and giving positive comments on social platforms, blogs, forums and news websites. The key points that affect word-of-mouth channels are content and gatekeepers. On the one hand, people only like to share interesting content, on the other hand, the gatekeeper determines the scope and final content of information.

1) Celebrity Channel

1, celebrity endorsements: TYBOYS, etc.

Note: Local tyrants are necessary, celebrity endorsements have strong credibility, and at the same time, they can take the opportunity to transform the star's huge fan base. So the key point is whether the brand tonality is consistent with the brand image of the star. In addition, if you have a celebrity endorsement, you must go to the media, otherwise it will be like writing an anecdote that has not been published.

2. Celebrities: successful people or professionals in the public and vertical fields, such as Ma Yun and Zhong Nanshan.

Note: it is impossible to meet, but it can be praised by celebrities. Product strength is very important.

3. opinion leaders (KOL, KOC): there are two main types.

Note: Phenomenal screen-brushing cases are often a matrix combination of the two, and a successful KOL marketing will have both influence and word-of-mouth benefits on products. Of course, what kind of KOL to choose depends mainly on whether KOL's fan base meets the target user characteristics of the product, and secondly on the fit between product style and KOL, and the cooperation content should be creative. If it is product placement, it should be as obscure as possible. The most typical ones are Wechat large and Weibo large product placement advertisements.

2) Media channels

2. Well-known media: People's Daily, Southern Weekend and Southern Metropolis Daily.

3) Fan channels

Note: maintain good fan channels and enhance fan activity. Conduct fan meetings and theme activities from time to time.

2. Community: Douban group, QQ group, WeChat group, comprehensive forum and vertical forum (see the second part of this series for details).

Note: the community should be well maintained, and some key people should be found to form a good cooperative relationship.

3. Individuals: friends circle, WeChat, Weibo.

Word-of-mouth channel is the accelerator of enterprise communication, which outputs valuable self-media content and further enlarges word-of-mouth channel. Sponsorship channels and media advertisements are the only ways to accelerate the brand. Make good use of payment channels, sponsorship channels, self-media channels and word-of-mouth channels to achieve the effect of11> 4.

Next issue: introduction of store use strategy.

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Related Q&A: Go to Baidu Library to find the app product planning book and check the complete content > Content from users: Xinya Network Technology.

App product plan 1: app marketing plan 1: App marketing promotion scheme template promotion scheme 1, market prospect of community app-. Current situation of community app industry-. Target group. +03 IV. Product introduction-. +04 V. Marketing Strategy-. +04 VI. Estimated number of downloads-. The market prospect is $ 1. 1. The development potential of community commerce is huge, and the market space of offline life service is huge. It is conservatively estimated that the market size is about 1 trillion yuan. In Europe and America, community commerce accounts for more than 60% of the total social business expenditure, while in China.