Android Apps Marketing: Secrets to Selling Your Android App
By: Jeffrey Hughes (author)Paperback
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The Easy, Complete, Step-by-Step Guide to Marketing Your Android Apps!There are huge profits to be made in selling Android apps! But with more than 70,000 apps now available, posting your app to the Android Market is no longer enough. You need to market your app effectively. Don't know much about marketing? Don't worry: This book gives you all the step-by-step help you'll need. Top app marketing consultant Jeffrey Hughes walks you through building a winning marketing plan, crafting highly competitive apps, choosing your message, building buzz, and connecting with people who'll actually buy your app. Packed with examples, this book makes Android apps marketing easy! You'll learn how toIdentify your app's unique value, target audience, and total messageUnderstand the Android Market's dynamics Cut through clutter and get your app into the top selling categoriesSet the right price for your app and effectively sell its value Get reviewers to recommend your appsWrite effective press releasesTime your marketing and publicity for maximum effectivenessBlog about your app and get the attention of influential bloggersUse Facebook, Twitter, YouTube, and other social media to generate buzzUse promotions and cross-marketing just like professional marketers doMeasure and improve your results with Android AnalyticsGenerate a loyal audience that will buy your next app, tooEarn steady revenue, build a brand, and make a real business out of app development
Jeffrey Hughes brings more than 18 years of industry passion as a marketer, publisher, and keynote speaker in high technology industries, including such companies as McAfee, Blue Coat Systems, Webroot, and Novell. Hughes is the author of 12 books and numerous trade press articles on marketing and technology topics. He is also the author of the popular book iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps (ISBN: 9780789744272). Hughes is the developer and lead instructor for Xcelme's (www.xcelme.com) popular app marketing courses, which have helped scores of developers learn how to market their apps the right way in a highly competitive market. Hughes is a frequent contributor of articles to popular app sites. He has also been a consultant for a growing number of independent developers and small companies, teaching them how to launch and market their apps as well as offering marketing expertise and consulting services to help their apps gain maximum exposure. Hughes has a B.S. in marketing and a minor in computer science from Brigham Young University. He resides in Scottsdale, Arizona.
Introduction 1Part I: Your Marketing Message 4Part II: Delivering Your Message 5Part III: Pricing Your Android App 5Part IV: Implement a Marketing Plan/Launch Your App 7Conclusion 8I YOUR MARKETING MESSAGE1 Your Android App Marketing Strategy: Grand Slam or Base Hits? 9We've Seen This Before 10The Big Win--Grand Slam 12The Steady Win--Base Hits 14The No Win--Strikeout 16Benefits/Drawbacks of the Big Win and Steady Win Strategies 18Summary . 192 What Makes for a Winning App? 21Build Something Unique 22Deliver New Features 25Tie Your App into Trends and News 26Tie Your App into Seasons and Holidays 28Tie Your App to Part of a Wider Solution 29App Created from Other Platforms 30Summary 313 Identifying Your App's Unique Value 33The Four Questions 35Who Are Your Competitors? 36Identifying Your Competition 38Learning from Your Competition 41What Are the Key Features of Your Android App? 43What Are the Benefits of Your Android App? 44What's Unique About Your App? 45Summary 474 Identifying Your Target Audience 49Refining Your Audience 51Segmenting Your Market 51Picking Your Market Segment 56Targeting Your Market 57Summary 585 Building Your App's Total Message 61Choose an Effective App Name 65Basic App Naming 66Get Creative 68Search for Synonyms 68Use Google to Help 69Select and Test Your App Names 70Android Market Text: Lighten It Up 70Make Graphics Your Focal Point 72Make Your App's Icon Pop 73Build a Simple, Clean Product Website 74Who Is Your Audience? 75Developing Great Web Copy 75Make Your Content User Friendly 76Strive for Immediate Positive Reviews 77Summary 79II DELIVERING YOUR MESSAGE6 Electronic Word of Mouth 81Creating Electronic Word of Mouth 82Positive External Reviews 84Coordinated Marketing Effort 85Generating Demand 87Reaching Interested Buyers 87Choosing the Right Delivery Methods 88Three Key Areas 88Direct Marketing for Your App 89Direct Mail 89Email 90Promoting Your App 92Your App in Traditional Media (Newspapers, Radio, TV) 92Advertising Your Apps 95Paid Search 97Online Advertising 98Building a Community 99Summary 1017 Using Social Media in Your App Marketing 103Selecting Your Social Media Tools 106Using Facebook 107Using Twitter 109Using Blogs 111Using RSS 112Using LinkedIn 113Using YouTube 114Video Basics 114Summary 1158 Timing Your Marketing Activities 117App Buying Cycles 118Is Your App Seasonal? 119Hitting the Grand Slam 120Timing the Launch of Your App 122Submitting Your Android App 122Summary 1249 Getting the Word Out About Your App 125When to Write a Press Release 126Do You Have What It Takes? 129Writing Your Press Release 130The Anatomy of a Press Release 131Embedded Links 135Attaching Multimedia to Your Press Release 136Press Release Signature 137Publishing and Distributing Your Press Release 138When to Launch Your Press Release 138Summary 139III PRICING YOUR ANDROID APP10 Pricing Your App 141Competing Against Free Apps 143Be Found 144Make Your App Better 144Make Your App More Intuitive 145Provide Better Graphics 145Create Documentation 145Offer Some Technical Support 145Develop a Reputation for Customer Service 146Go Viral 146Some Pricing Misconceptions 146Offer a Free Version of Your App 148Setting Your App's Price 149Summary 15311 Conducting an App Pricing Analysis 155Cost/Benefit Analysis 156Quantifying the App Development Costs 157Quantifying the Benefits 160Performing a Cost/Benefit Comparison 162Breakeven Analysis 163Some Caveats 164Summary 16512 Selling Value over Price 167Selling Value 170Selling Quality 170Selling Usefulness 171Selling Return on Investment 173Additional Thoughts on Selling Value 174Summary 17613 Breaking into the Android Market Top Paid Apps 177Develop a Great App 178Beat Up Your App Mercilessly 180Have Friends in High Places 180Cross-Promote 181Price It Right 182Integrate Your App with Other Apps 182Optimize Your Web and Android Market Copy 182Develop Your Brand and Promote It Like Crazy 183Reach Out to Google 185Summary 18614 Level the Playing Field with a Free App 187Build a Standalone Paid App 189Build a Free App, Build a Following 190Build a Paid App and a Free App at the Same Time 191Free Apps with Ads 195From Paid to Free 198Summary 19815 The App Pricing Rollercoaster 201Raising Your Price 203Lowering Your Price 203Temporary Price Drops 206Value-Add Sales 206Summary 20616 App Promotions and Cross-Selling 209Promotional Marketing for Android Apps 210Cross-Selling 214Up-Selling 216Summary 21717 Using Android Analytics 219Analytics Components 220Track Your App's Sales 220Track Your App's Location 220Track Your App's Usage 221Track Specific App Events 221Measure App Interface Patterns 222Top Analytics Vendors 222Flurry/Pinch Media 222Mobclix 223Analytics and Privacy 225Managing User Privacy Expectations 226Summary 227IV IMPLEMENT A MARKETING PLAN/LAUNCH YOUR APP18 Why Have a Marketing Plan? 229Focuses on Your Target Market 231Allocates Marketing Funds 231Measures Your Progress 232Provides a Roadmap for Growth 232Helps You Obtain Funding 233Coordinates Your App Launches 233Sets Realistic Sales Targets 234Evaluates Your Competitors 234Sets Prices and Defines Promotions 234Defines a Strong Value Proposition 235Summary 23619 Components of an App Marketing Plan 237Marketing Goals and Objectives 239Product Objectives 239Your Android App Sales Objectives 239Profit Objectives 240Pricing Objectives 240Market Analysis 240Business Environment 241Demographics 241Competition 242Consumer Analysis 242Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis 242Strengths 243Weaknesses 243Opportunities 244Threats 244Marketing Focus 244Your App's Functionality 244Promotions 245Price 245Financial Information 246Marketing Calendar 246Summary 24820 Marketing Essentials 249Updates to Your App: Write About What's New and Exciting 250Striking a Balance 250Summary 25321 Twenty-Five Essential Android Marketing Activities 255Delivering Your Android App to the World 256Seek Reviews from Any Site That Matches Your App's Category 256Showcase Your App on the Android Market 256Use Press Releases Consistently 257Consider Email Marketing 257Create Word of Mouth Buzz 258Consider Targeted Advertising 258Utilize Analytics for Your Apps 259Android Pricing and Promotions 259Develop a Pricing Strategy 259Promote from Ads Within Other Apps 259Build an App Product Website 260Increase Your Website Search Engine Optimization (SEO) 260Let Visitors Market Your Site 261Social Media Marketing 261Use YouTube Promotions 261Use LinkedIn Groups 262Use Blog Promotions 262Create a Facebook Fan Page 262Employ Digg Articles and Videos 263Visit Forums and Post Comments 263Other App Marketing Activities 263Create Trial and Paid App Versions 263Use App Launch Sponsorship 264Continuously Feature Improvements 264Collaborate with Other People 264Seek Non-App Review Sites for Your App 265Exchange Ad Space 265Create an Icon Worth Remembering 265Determine Your App's Unique Value 266Summary 26622 Implementing Your Plan 267Implementation Steps 268Managing Your App Marketing Activities 271Summary 27223 Android Apps for Corporate Marketing 273Is an Android App Right for Your Company? 275Build an App to Extend/Reignite the Brand 276Apps to Extend a Web-Based Product's Use 279Summary 280A Competitive Worksheet 281Index 283
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- ID: 9780789746337
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