Overview

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 to Identify your app’s unique value, target audience, and total message Understand the Android Market’s dynamics Cut through clutter and get your app into the top selling categories Set the right price for your app and effectively sell its value Get reviewers to recommend your apps Write effective press releases Time your marketing and publicity for maximum effectiveness Blog about your app and get the attention of influential bloggers Use Facebook, Twitter, YouTube, and other social media to generate buzz Use promotions and cross-marketing just like professional marketers do Measure and improve your results with Android Analytics Generate a loyal audience that will buy your next app, too Earn steady revenue, build a brand, and make a real business out of app development

Full Product Details

Author:   Jeffrey Hughes
Publisher:   Pearson Education (US)
Imprint:   Que Corporation,U.S.
Dimensions:   Width: 22.60cm , Height: 1.60cm , Length: 15.60cm
Weight:   0.420kg
ISBN:  

9780789746337

ISBN 10:   0789746336
Pages:   304
Publication Date:   30 September 2010
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Introduction     1 Part I: Your Marketing Message      4 Part II: Delivering Your Message     5 Part III: Pricing Your Android App     5 Part IV: Implement a Marketing Plan/Launch Your App     7 Conclusion     8 I YOUR MARKETING MESSAGE 1 Your Android App Marketing Strategy: Grand Slam or Base Hits?      9 We’ve Seen This Before     10 The Big Win--Grand Slam     12 The Steady Win--Base Hits      14 The No Win--Strikeout     16 Benefits/Drawbacks of the Big Win and Steady Win Strategies     18 Summary .      19 2 What Makes for a Winning App?      21 Build Something Unique     22 Deliver New Features     25 Tie Your App into Trends and News     26 Tie Your App into Seasons and Holidays     28 Tie Your App to Part of a Wider Solution     29 App Created from Other Platforms     30 Summary     31 3 Identifying Your App’s Unique Value     33 The Four Questions     35 Who Are Your Competitors?      36 Identifying Your Competition     38 Learning from Your Competition     41 What Are the Key Features of Your Android App?      43 What Are the Benefits of Your Android App?      44 What’s Unique About Your App?      45 Summary     47 4 Identifying Your Target Audience     49 Refining Your Audience     51 Segmenting Your Market      51 Picking Your Market Segment     56 Targeting Your Market      57 Summary     58 5 Building Your App’s Total Message     61 Choose an Effective App Name     65 Basic App Naming     66 Get Creative     68 Search for Synonyms     68 Use Google to Help     69 Select and Test Your App Names     70 Android Market Text: Lighten It Up     70 Make Graphics Your Focal Point     72 Make Your App’s Icon Pop     73 Build a Simple, Clean Product Website     74 Who Is Your Audience?      75 Developing Great Web Copy     75 Make Your Content User Friendly     76 Strive for Immediate Positive Reviews     77 Summary     79 II DELIVERING YOUR MESSAGE 6 Electronic Word of Mouth     81 Creating Electronic Word of Mouth     82 Positive External Reviews      84 Coordinated Marketing Effort     85 Generating Demand     87 Reaching Interested Buyers     87 Choosing the Right Delivery Methods     88 Three Key Areas     88 Direct Marketing for Your App     89 Direct Mail     89 Email      90 Promoting Your App     92 Your App in Traditional Media (Newspapers, Radio, TV)      92 Advertising Your Apps     95 Paid Search     97 Online Advertising     98 Building a Community     99 Summary     101 7 Using Social Media in Your App Marketing     103 Selecting Your Social Media Tools     106 Using Facebook     107 Using Twitter     109 Using Blogs     111 Using RSS     112 Using LinkedIn     113 Using YouTube      114 Video Basics     114 Summary     115 8 Timing Your Marketing Activities     117 App Buying Cycles     118 Is Your App Seasonal?      119 Hitting the Grand Slam     120 Timing the Launch of Your App     122 Submitting Your Android App     122 Summary     124 9 Getting the Word Out About Your App     125 When to Write a Press Release     126 Do You Have What It Takes?      129 Writing Your Press Release     130 The Anatomy of a Press Release     131 Embedded Links     135 Attaching Multimedia to Your Press Release     136 Press Release Signature     137 Publishing and Distributing Your Press Release     138 When to Launch Your Press Release     138 Summary     139 III PRICING YOUR ANDROID APP 10 Pricing Your App     141 Competing Against Free Apps     143 Be Found     144 Make Your App Better     144 Make Your App More Intuitive     145 Provide Better Graphics     145 Create Documentation     145 Offer Some Technical Support     145 Develop a Reputation for Customer Service     146 Go Viral     146 Some Pricing Misconceptions     146 Offer a Free Version of Your App     148 Setting Your App’s Price     149 Summary     153 11 Conducting an App Pricing Analysis     155 Cost/Benefit Analysis     156 Quantifying the App Development Costs     157 Quantifying the Benefits     160 Performing a Cost/Benefit Comparison     162 Breakeven Analysis      163 Some Caveats     164 Summary     165 12 Selling Value over Price     167 Selling Value     170 Selling Quality     170 Selling Usefulness     171 Selling Return on Investment      173 Additional Thoughts on Selling Value      174 Summary     176 13 Breaking into the Android Market Top Paid Apps     177 Develop a Great App     178 Beat Up Your App Mercilessly      180 Have Friends in High Places     180 Cross-Promote     181 Price It Right      182 Integrate Your App with Other Apps      182 Optimize Your Web and Android Market Copy      182 Develop Your Brand and Promote It Like Crazy      183 Reach Out to Google     185 Summary     186 14 Level the Playing Field with a Free App     187 Build a Standalone Paid App     189 Build a Free App, Build a Following      190 Build a Paid App and a Free App at the Same Time     191 Free Apps with Ads     195 From Paid to Free     198 Summary     198 15 The App Pricing Rollercoaster     201 Raising Your Price     203 Lowering Your Price    203 Temporary Price Drops     206 Value-Add Sales      206 Summary     206 16 App Promotions and Cross-Selling     209 Promotional Marketing for Android Apps     210 Cross-Selling     214 Up-Selling     216 Summary     217 17 Using Android Analytics     219 Analytics Components     220 Track Your App’s Sales     220 Track Your App’s Location     220 Track Your App’s Usage     221 Track Specific App Events     221 Measure App Interface Patterns     222 Top Analytics Vendors     222 Flurry/Pinch Media     222 Mobclix      223 Analytics and Privacy     225 Managing User Privacy Expectations     226 Summary      227 IV IMPLEMENT A MARKETING PLAN/LAUNCH YOUR APP 18 Why Have a Marketing Plan?      229 Focuses on Your Target Market     231 Allocates Marketing Funds     231 Measures Your Progress     232 Provides a Roadmap for Growth     232 Helps You Obtain Funding     233 Coordinates Your App Launches     233 Sets Realistic Sales Targets     234 Evaluates Your Competitors     234 Sets Prices and Defines Promotions     234 Defines a Strong Value Proposition     235 Summary     236 19 Components of an App Marketing Plan     237 Marketing Goals and Objectives     239 Product Objectives      239 Your Android App Sales Objectives     239 Profit Objectives     240 Pricing Objectives     240 Market Analysis     240 Business Environment     241 Demographics     241 Competition     242 Consumer Analysis     242 Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis     242 Strengths     243 Weaknesses     243 Opportunities     244 Threats     244 Marketing Focus     244 Your App’s Functionality      244 Promotions     245 Price     245 Financial Information     246 Marketing Calendar     246 Summary     248 20 Marketing Essentials     249 Updates to Your App: Write About What’s New and Exciting     250 Striking a Balance     250 Summary     253 21 Twenty-Five Essential Android Marketing Activities     255 Delivering Your Android App to the World     256 Seek Reviews from Any Site That Matches Your App’s Category      256 Showcase Your App on the Android Market      256 Use Press Releases Consistently     257 Consider Email Marketing     257 Create Word of Mouth Buzz     258 Consider Targeted Advertising     258 Utilize Analytics for Your Apps     259 Android Pricing and Promotions     259 Develop a Pricing Strategy      259 Promote from Ads Within Other Apps     259 Build an App Product Website     260 Increase Your Website Search Engine Optimization (SEO)      260 Let Visitors Market Your Site     261 Social Media Marketing     261 Use YouTube Promotions     261 Use LinkedIn Groups     262 Use Blog Promotions     262 Create a Facebook Fan Page     262 Employ Digg Articles and Videos      263 Visit Forums and Post Comments     263 Other App Marketing Activities     263 Create Trial and Paid App Versions     263 Use App Launch Sponsorship     264 Continuously Feature Improvements     264 Collaborate with Other People     264 Seek Non-App Review Sites for Your App     265 Exchange Ad Space     265 Create an Icon Worth Remembering     265 Determine Your App’s Unique Value     266 Summary     266 22 Implementing Your Plan     267 Implementation Steps     268 Managing Your App Marketing Activities     271 Summary     272 23 Android Apps for Corporate Marketing     273 Is an Android App Right for Your Company?      275 Build an App to Extend/Reignite the Brand     276 Apps to Extend a Web-Based Product’s Use     279 Summary     280 A Competitive Worksheet     281 Index     283

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Author Information

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.

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