How to write the reference model of app promotion marketing scheme?

The Internet craze is unstoppable. The rise of PC-side Internet led to the crazy development of search engines, and then the new term internet plus appeared, which made the mobile Internet quickly become the darling of the times and directly led to the rise of APP. How to write the app marketing plan? Then let me take a look with the readers.

App marketing plan 1

Different application categories need different models. The main marketing models are product placement, user participation and shopping app transplantation.

1) Implant advertising mode

As long as advertisements are put into popular applications related to their product audiences, good communication effects can be achieved.

1. Promotion goal: improve brand awareness and attract more users to register.

2. Process:

A, get the audience, adopt? Pavement? +? Do something? In a content-oriented form? Pavement? And model positioning? Do something? To lock in the audience

B, attract the audience, on the mobile phone? Shocked? High-impact dynamic advertising columns attract the audience's attention and arouse their curiosity.

C, transforming the audience, Click register? , users click on the advertising bar, enter WAPapp to learn more, register to participate in activities, advertisers can real-time mobile phone user data.

2) User participation mode

This marketing model is mainly application types, such as app transplantation and brand application. Enterprises publish their own applications to the app store for smartphone users to download. Users can intuitively understand the information of the enterprise by using this application. Users are users of applications, and mobile applications become users' tools, which can provide convenience for users' lives. Infiltrate your own commodity information while providing useful information to target customers.

3) Shopping app Transplantation Mode

Put it on major app stores and apps for users to download and use for free. Compared with mobile app, this model is fast and convenient, rich in content, and generally there are many preferential measures. Marketing activities using the application app have the following characteristics:

1, low cost, only the development cost of app;

2, the application is high, the target customers directly benefit, and it is free;

3. Strong accuracy, which is very strong in both the accuracy of providing services and the competitiveness of users;

4, persistence, once the user downloads to the mobile phone to become a client or views it on SNSapp, then continuous use becomes inevitable;

5, promote sales, with the competitive advantage of APP, it will undoubtedly increase the marketing ability of products and businesses. Target audience: women aged 20-45.

Strategy and creativity:

Application development strategy:

1, target audience insight: the main target consumers of the product are young women aged 20-45, which is the main group concerned.

2. User APP usage habits: user's favorite tools and game brand apps.

Combining brand characteristics and audience attributes, a multifunctional female APP based on iPhone and android platforms is developed, which focuses on entertainment and tools. APP integrates entertainment, making friends and branding. Its main functions are:

1) Promotion: Connect to the official app discount area to help users get all kinds of preferential information in time.

2) Official Weibo and WeChat: Click to enter the official Weibo and WeChat pages, check the news of Weibo and WeChat, and become a fan.

3) Small game:.

4) Maintenance communication: You can exchange business cards with users who also use the App, make new friends and exchange maintenance experience. APP promotion strategy:

In view of the fragmentation of China users' APP download, the four channels of mobile Internet and PC Internet are integrated to cover the main channels for mobile phone users to download APP and promote APP efficiently.

1. Mobile Internet: Use high-quality mobile WAP and APP media resources to directly promote APP download.

2.PC Internet: Integrate Internet ITAPP download channels with iPhone and android APP stores, cover mainstream download channels, and promote APP by combining hard advertising with soft recommendation.

First: basic online? Covers major download markets, app stores, platforms and download stations.

The first step of promotion is to go online, which is the most basic. It doesn't cost money, as long as the coverage is the widest.

Download market eg: Android, Machine Front, An Zhi, Application Exchange, 9 1, Wood Ant, N Duo, Youyi, Anji, Liu Fei and other application stores EG: Google Store, HTC Mall, Li Fei, Crosscat, Cage, Amy, Wozacha, Meizu Store, Lenovo Developer Community, oppo App Store, etc.

Large-scale platforms such as EG: MM Community, wostore, Tianyi Space, Huawei Smart Cloud, Tencent Application Center, etc.

Client eg: pea pods Mobile Wizard, 9 1 mobile assistant, 360 software housekeeper, etc.

Wap station eg: pickled pepper, Skynet, Lexun, Yisou, etc.

Network download station eg: Sky, Huajun, Extraordinary, Green Soft, etc.

Second: promotion? Forum promotion, microblog promotion, soft text promotion

Forums such as Machine Front End, Robot, An Zhi. . . You can see many industry forums at the bottom of mobile-related apps. Posting and promotion: official posting and user posting. At the same time, you can contact the forum administrator to promote some activities. After posting, you should maintain the post regularly, answer the questions raised by users in time, and collect the feedback information from users so that the next version can be updated and improved.

Weibo eg: Internet, 36Kr, TechWeb, Shell Net, Tech2IPO, etc.

Soft text promotion eg: Tencent Digital, Sohu Digital, Zhongguancun Online, etc. If it is a good soft text, generally, as long as one company publishes it, the rest will be reprinted.

Third, cooperation promotes exchanges and mutual promotion.

You don't have to find a separate application to change the volume. Many softwares are specially recommended applications or have software recommendation columns: for example, 360 mobile guards, streaming downloads, self-checking, etc.

Finally, it can also be promoted through platform cooperation, such as: Youmeng (feeling similar to geogle AdSense). You can pay for it yourself or change the promotion amount. If you are old enough, you can also promote other applications to make money for yourself. Tencent Application Center and Yidong also have this model.

Fourth: paid promotion

Including built-in paid promotion, paid by quantity, paid promotion in advertising alliance and other modes.

The profit model is good and worth pushing. Paid promotion is the fastest promotion mode.

Fourth: paid promotion

Including built-in paid promotion, paid by quantity, paid promotion in advertising alliance and other modes.

The profit model is good and worth pushing. Paid promotion is the fastest promotion mode.

The promotion method is just a model. Successful promotion requires you to have a correct brand awareness and marketing awareness, clarify the promotion points and target groups of your App, and formulate accurate promotion strategies accordingly.

App Store/ Download Station Ranking: (Exposure affects download volume! )

1. anzhi market: the download volume in the early stage is very good, and the review is very fast.

2. Android market: the actual users will be less than the download volume, the conversion rate is not as high as An Zhi, and the review speed is not bad.

3. Machine front market: the audit speed is fast.

4. Application exchange: the download volume is similar to that of the aircraft front market.

5. Sohu Download: The download volume is good and the application is a bit long.

6.3G Portal Download: At first, the download volume was not bad.

7. wooden ant shop: very stable but not high.

8.9 1 mall: Generally speaking, it is estimated that there are too many competing apps.

9. Android starry sky: general, but the background is more convenient.

It is best to choose Wednesday or Thursday to update. About description, subtitle description (not all websites have it) can exaggerate your function. The first sentence described in this article is very important. You can say that hundreds of thousands of users are already using it or it is a must-have APP for women's chest bodybuilding, which is very suitable for stimulating users!

Bbs promotion

Encouraging others to score is simple. Add a few words to let others score near the downloaded apk package. The most common ones are: score one point, increase breast enhancement by one point, score oh dear! There is no need to pay too much attention to the posting format, just be concise.

A very effective forum:

Machine Front Forum, Android Forum, An Zhi Forum! Magic Fun Network, Android Forum, Meizu Forum! Storm forum, wood ant forum, gay forum!

QQ group promotion

QQ group is a good place, you can't advertise on it, usually it's T, so I usually chat in some player groups first, recommend some games when I have time, and finally recommend my own APP. It is a waste of time to do so. When you have time, you can directly publish the most downloaded APP store address, and you will have the opportunity to improve your app ranking. Pre-installation

Pre-installation is one of the fastest ways for developers to acquire users. Of course, the cost is not low. Pre-install an App and charge a few cents-a few dollars. When the mobile phone is sold, the user activates the App (because the mobile phone manufacturer implanted SKD in the App when pre-installing the App, it can be counted whether the user is activated), and it is also necessary to pay the manufacturer a fee of about 2 yuan. In this way, the cost of acquiring a user is probably a few dollars.

WAP station and in-application promotion

The average promotion cost of the industry ranges from a few dollars to more than ten dollars. In terms of effect, we can choose a relatively expensive WAP station to promote users accurately, because it can be more accurate, focus on a city, increase the user density of a city first, and be more accurate for the gender of users in a city, even the parameters and packages of users' mobile phones. If you just want to attract users by casting a net, you can consider pre-installation, especially for apps with wide demand. Once it spreads, everyone will use it, but all kinds of users have it, which is not very accurate.

The cost of payment channels such as pre-installation is too high. Small teams push apps, and word-of-mouth communication is more reliable. Investors attach great importance to word-of-mouth apps, but pay more attention to the products themselves. Word of mouth directly reflects the quality of products and the team's grasp of the market. Word-of-mouth effects are also used in cam era360, ink weather, singing and so on. , lies in the ease of use and usefulness of the product itself. Even if marketing can get users, if the product is not easy to use, it will still be abandoned. The center of our team is product and user experience.

1, make good use of the promotion code and send it to effective users for word of mouth and praise.

2. Go to the forum for promotion and increase exposure (collect some foreign apps and attach them).

3. Promote through social media

4. Regularly update and release new versions.

5, promotion (price reduction or limited time free, change the icon), but the side effect of free is that the evaluation will drop by half.

6. Advertise other products in products and across markets.

7. Make an experience version (the two versions are reported in different categories to improve the exposure).

8. Design a short advertising language, which can explain the biggest feature of the app.

Absolutely attract users' attention in creativity: create topics and take users as the media.

1, topic planning

Topics are the basis of communication, and the masses are the media for fanning the flames. Only by controlling this, gossip and people's emotions will become interesting soil, and what kind of fun you plant on this soil will naturally produce what kind of happiness. We fully grasp the double insurance of entertainment to death and warm route to make the topic more enjoyable.

This topic is misleading.

In the sense of the picture, deliberately setting the topic is misleading, and some auxiliary apps can also be used as embellishments. For example, in order to make the marriage proposal app stand out from the tight encirclement, the original marriage proposal sentence is modified (original: I exchange my true feelings for your heart), which creates a space for thinking visually: I exchange my true feelings for you tonight. The story of dog blood will appear immediately!

Step 3 collect topics

Actually, on the other hand, it's called Smith. Create a feeling, an illusion of feeling, and let the media have a communication effect. Especially when unknown apps are with many well-known apps, curiosity kills cats like this.

3. Discount on community interaction points

Establish more ways to interact with users, such as evaluation, question and answer, etc. Encourage users with the point rating system, and users with high grades and points will enjoy the unique preferential privileges first. Of course, all these should be based on a good user experience, and a perfect integral system is also very important. Not all users like to interact, so the reminder function is essential, which comes from email, SMS and so on.

E-commerce is becoming more and more vertical. We need to know what users are thinking, what users like, and at the same time create new things for users.

Emotional media share more feelings than knowledge. Communication power: wonderful content > interesting content > elegant content. Wu: How do you add excitement to the content?

Mobile coupons and gift cards change not only products, but also ecology and consumption behavior.

The definition of perceived brand is no longer those elements advertised by the brand, but depends on consumers' cognition of it.

Customer management How do we treat online users? Have you started from their growth rhythm and interest change process? Screen out customers at different stages and take action.

Word of mouth establishes a good word of mouth through forums, post bars, Weibo, WeChat and question and answer.

Marketing strategy, where does enterprise marketing come from? Say it to people? Is it time to enter? Listen to people? Time ~, listen to customer feedback.

Content Marketing 4 1% respondents will change their views on brands (enterprises) because of a discussion, especially B2B industry is more lethal.

Consumer psychology's interpretation of fear, such as the occurrence of breast cancer, is a fear that haunts many women's hearts. This feeling permeates deep inside. How to deal with this unreasonable fear.

Application promotion and marketing plan 2

Interactive marketing and promotion channels of APP also play an important role in the operation and promotion of APP. Therefore, before writing an APP marketing promotion plan, you must know what gets twice the result with half the effort. There are many channels for APP interactive marketing promotion, and the common promotion methods are as follows:

APP Interactive Marketing Promotion Mode 1, Application of Internet Open Platform

Open platform channel can not be ignored resources! Submit your mature APP application to the Internet open platform and enjoy a large number of users, such as Tencent open platform, 360 open platform, Baidu open platform, Xin Kai open platform, Renren open platform and so on. Give your users an interactive marketing experience from different angles.

APP interactive marketing promotion method 2, offline pre-installation

If you want your product to be the original supporting application of your mobile phone, you have to pay the mobile phone manufacturer or operator. The cost is high, but this pre-installation method is for application sales? An extremely effective method? . This channel can also be used to move advertising alliance. Every 8 to 10 applications, only 1 applications can be pre-installed. Even if only one application sample is pre-installed, the post-payment conversion rate will be high. This paid conversion rate is as high as 25%.

APP Interactive Marketing Promotion Law III. Video promotion of network virus.

Video is very important, and the information that video can convey is irreplaceable by words and pictures. Have a cool video of the application, and once you are captured by those housewives, you will save a lot of advertising fees. They will help you spread word-of-mouth marketing. You don't have to invest too much in post-production and industrial lens editing, get a DV and explain it while playing, but at least the picture quality and sound quality should be clear. Try to choose a good title and label, and it is best to do some SEO. In addition, adding QR code to offline promotion is also a way.

APP interactive marketing promotion method 4, content interactive marketing

Improve the media exposure of the application, especially pay attention to the selection AND evaluation of authoritative mobile Internet media with AND gate. Most people underestimate the role of public relations. When you want to attract users, the role of public relations is particularly important. It is necessary for developers to have public relations personnel. In addition, let the relevant application news be exposed on the network first, and then release soft articles through Sina Technology, Tencent Technology, Donews and other platforms to improve the word-of-mouth marketing of users and increase publicity.

APP Interactive Marketing Promotion Law 5. Weibo interactive marketing.

Weibo is the best way to communicate with a large number of users at close range. At the same time, Weibo's influence cannot be ignored. So, register a Weibo account for your application, pay attention to the accounts of opinion leaders, topic makers and evaluation websites on Weibo, and try to get in touch with them. Make full use of this platform to interact with users to increase user stickiness and make your APP more popular!

APP interactive marketing promotion method 6, online advertising

Online advertising is very effective in promoting traffic and increasing popularity.

Advertising is divided into the following categories:

A.PC network advertisements: hard, wide and rich media advertisements, search advertisements, etc.

B. Mobile advertising: The earliest mobile version of googleAdwords is well known, but it was previously limited by the development of mobile networks. It can be used for interactive marketing and promotion through the network formed by application and use, which has the advantage of accurately matching the user groups. Payment can be made according to CPM, CPC and CPA.

APP interactive marketing promotion law 7. Develop online mobile phone applications.

Creating an online version of mobile phone applications is conducive to opening up product sales outside the smart phone platform. Integrate mobile internet and network channels.

APP Interactive Marketing Promotion Law 8. App Store/App Recommendation Website App Store

That is, upload applications through developer platforms, including hardware developers (APPStore, Ovi), software developers (AndroidMarket, WindowsMobileMarketplace), network operators (mobile phone MM, Tianyi Space, wostore), independent stores (Android Market, OpenFeint) and some B2C application platforms (AmazonAndroidAPPStore).

At present, there are several major application markets in China: hardware developer store: Lenovo application store, Yu Zhihui (Huawei); Network operators: Mobile MM, Telecom Tianyi Space, Unicom wostore independent stores: Android Market, Anzhi Market, Jifeng Market, Amy Software Store, Youyi Market, Pocket App Store, Android Market, Anzhi Market, Cage Store, N Multi-market, Android Star, Anfeng Download, Liqu Android Market, etc.

APP interactive marketing promotion method 9, free distribution of applications

It is also an effective online marketing method to promote application products free of charge in a limited time, which allows developers to provide advanced applications without advertising, registration requirements or other additional conditions, and supply these applications to website visitors free of charge within a certain period of time, so as to recover the cost through online advertising.

APP interactive marketing promotion mode 10, paid advertisement

Advertising needs to spend a lot of money, off-peak local TV program time, well-known Internet platforms, and portals with huge traffic. This method may not work very well, and the audience has had enough of a large number of advertisements such as ringtones and wallpapers that were previously broadcast on TV media to make everyone pay for it. The effect of making consumers familiar will surprise you. Because there is no advertisement, users can see that advertisement every day. The brand effect has been imperceptibly formed.