Overview

The Easy, Step-by-Step Guide to Marketing Your iPhone/iPad Apps–Now Fully Updated! Grab your share of the multibillion-dollar iPhone/iPad app market! Top mobile app marketer Jeffrey Hughes will show you how to create an app that will sell, find customers who’ll buy it, and motivate them to lay down their hard-earned cash, right now! Don’t just throw your app out there; learn how to get noticed and make sales no matter how crowded the App Store gets! Completely revised for today’s iPhone/iPad marketplace, this book walks you through building a winning marketing plan, positioning your app, crafting your message, using the latest social marketing techniques, connecting with your best customers, and more! Absolutely no marketing experience is needed. With plenty of examples, screen shots, and step-by-step directions, this book makes iPhone/iPad app marketing easy!   You’ll Learn How To: • Create an app with unique value to customers who’ll pay for it • Cut through the clutter in an App Store with more than 475,000 apps • Target and segment your audience–and reach it with pinpoint accuracy • Identify your true competitors, learn from them, and successfully sell against them • Use social media to build strong relationships with thousands of potential buyers • Learn how to maximize social media tools such as Facebook, Twitter, and YouTube and gain the exposure your app needs • Create an integrated, consistent total message: naming, icons, graphics, website, App Store text, and more • Utilize social media to generate positive word-of-mouth • Get promoted in traditional media at surprisingly low costs • Time your launch and marketing activities for maximum impact • Write, publish, and distribute winning press releases • Price your app carefully and adjust pricing to maximize long-term revenue

Full Product Details

Author:   Jeffrey Hughes
Publisher:   Pearson Education (US)
Imprint:   Que Corporation,U.S.
Edition:   2nd edition
Dimensions:   Width: 15.50cm , Height: 1.80cm , Length: 22.60cm
Weight:   0.444kg
ISBN:  

9780789748331

ISBN 10:   0789748339
Pages:   336
Publication Date:   14 October 2011
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     7 Chapter 1: Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits?     9 We’ve Seen This Movie Before     10 The Big Win—Grand Slam                     14 The Steady Win—Base Hits     18 The No Win—Strikeout     20 Benefits/Drawbacks of the Big Win and Steady Win Strategies     21 Summary      23   Chapter 2: What Makes a Winning iPhone/iPad App?     25 Build Something Unique     26 Deliver New Features     28 Tie Your App into Trends and News     30 Tie Into Seasons and Holidays     32 Tie Your App to Part of a Wider Solution     32 Apps Created from Other Platforms     33 Winning Game Apps     35 Summary     35   Chapter 3: Identifying Your App’s Unique Value     37 The Four Question     39 Who Are Your Competitors?      40 Identifying Your Competition     42 Learning from Your Competition     45 What Are the Key Features of Your iPhone/iPad App?      47 What Are the Benefits of Your iPhone/iPad App?      48 What’s Unique About Your App?      50 Summary      51 Competitive Worksheet      52   Chapter 4: Identifying Your Target Audience     55 Refining Your Audience      57 Segmenting Your Market     57 Picking Your Market      62 Targeting Your Market      63 Summary     65   Chapter 5: Building Your App’s Total Message     67 Choose an Effective App Name     70 App Store Text: Lighten It Up     77 Make Graphics Your Focal Point      79 Make Your App’s Icon Jump      80 Build a Simple, Clean Product Website     82 Strive for Immediate Positive Reviews     85 Summary     86   Part II: Delivering Your Message     87 Chapter 6: Electronic Word of Mouth     89 Positive External Reviews     92 Coordinated Marketing Effort     94 Generating Demand     95 Reaching Interested Buyers     96 Choosing the Right Delivery Methods     96 Three Key Areas     97 Direct Marketing for Your App     97 Summary     109   Chapter 7: Using Social Media in Your App Marketing     111 Selecting Your Social Media Tools     114 Using Facebook     115 Tweeting     118 Using Blogs     120 Using LinkedIn     121 Using YouTube     123 Summary     124   Chapter 8: Timing Your Marketing Activities     125 App Buying Cycles     126 Winning Marketing Activities     129 Timing the Launch of Your App     130 Summary      132   Chapter 9: Getting the Word Out About Your App      135 When to Write a Press Release     136 Do You Have What It Takes?     138 Writing Your Press Release     139 Embedded Links     145 Attaching Multimedia to Your Press Release     146 Press Release Signature     147 Publishing and Distributing Your Press Release     148 Summary     150   Part III: Pricing Your iPhone/iPad App     151 Chapter 10: Pricing Your App     153 Competing Against Free Apps     155 Some Pricing Misconceptions     158 Offer a Free Version of Your App      160 Setting Your App’s Price      160 Summary      166   Chapter 11: Conducting an App Pricing Analysis     167 Cost/Benefit Analysis     168 Breakeven Analysis     175 Summary      177   Chapter 12: Selling Value over Price     179 Selling Value     182 Additional Thoughts on Selling Value     186 Summary     188   Chapter 13: Breaking into the App Store Top 100     189 Develop a Great App     190 Beat Up Your App...Mercilessly    192 Have Friends in High Places    192 Cross-Promote    194 Keep the Size Under 20MB    194 Price It Right     195 Integrate Your App with Other Apps    195 Optimize Your Web and App Store Copy     196 Develop Your Brand and Promote It Like Crazy    196 Reach Out to Apple    198 Summary     199   Chapter 14: Level the Playing Field with a Free App     201 Build a Paid App—Standalone     203 Build a Free App, Build a Following     204 Build a Paid App and a Free App at the Same Time     206 Free Apps with Ads     209 Can iAds Help You to Monetize Your App?     211 Summary     213   Chapter 15: The App Pricing Roller Coaster     215 Raising Your Price     217 Lowering Your Price     218 Temporary Price Drops     220 Value-Add Sales     221 Launch Your App Free for a Limited Time     222 Summary     222   Chapter 16: App Promotions and Cross-Selling     223 Promotional Marketing for iPhone/iPad Apps     224 Cross-Selling     227 Summary     233   Chapter 17: Using iPhone/iPad Analytics     235 Analytics Components     236 Utilize Paid Ad Campaigns     240 Top Analytics Vendors     240 Analytics and Privacy     244 Summary     245   Part IV: Implement a Marketing Plan/Launch Your App     247 Chapter 18: Why Have a Marketing Plan?     249 Top 10 Reasons Why You Should Have an App Marketing Plan     250 Summary     256 Chapter 19: Components of an App Marketing Plan   257 Marketing Goals and Objectives     259 Market Analysis     260 Business Environment     261 Strengths, Weaknesses, Opportunities, and Threats Analysis     262 Marketing Focus     264 Financial Information     265 Marketing Calendar     265 Summary     268   Chapter 20: Marketing Essentials and the Right Mix   269 Keep Your App Store Content New and Exciting     270 How Much Should I Spend?     270 Striking a Balance     271 Summary     274   Chapter 21: 25 Essential iPhone/iPad Marketing Activities   275 Delivering Your iPhone/iPad App to the World     276 iPhone/iPad Pricing and Promotions     279 App Product Website     280 Social Media Marketing      281 Other App Marketing Activities     283 Summary     285   Chapter 22: Implementing Your Plan   287 Determine Goals for the Marketing Campaign—What Results Do You Hope to Achieve?     288 Establish Measurement Criteria     289 Gather Prospects to Target for Campaign     290 Tracking Results—Measuring Marketing ROI     290 Managing Your App Marketing Activities     291 Summary     293   Chapter 23: iPhone/iPad Apps for Corporate Marketing   295 Is an iPhone/iPad App Right for Your Company?     297 Build an App to Extend/Reignite the Brand     298 Apps to Extend a Web-based Product’s Use     301 Summary     305

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Author Information

Jeffrey Hughes is the creator and lead instructor for Xcelme’s (www.xcelme.com) iPhone and iPad App Marketing course, which has helped hundreds of independent developers market their iPhone and iPad apps effectively in a very competitive market. He has two decades of experience as a marketer, publisher, and speaker, working with high tech companies including McAfee, Blue Coat, and Novell.   Jeffrey consults and gives seminars around the world to developers, corporations, and universities on how to position their apps, improve their marketing approach, and win new customers. Hughes is the author of 13 books including Android Apps Marketing: Secrets to Selling Your Android App. Hughes has a B.S. degree in marketing and a minor in computer science from Brigham Young University. He resides in Scottsdale, Arizona.

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