Overview

The Easy, Complete, Step-by-Step Guide to Marketing Your iPhone/iPad Apps! There are huge profits to be made in selling iPhone and iPad apps! But with more than 180,000 + apps now available, just getting your app into the App Store is no longer enough. You need to market it effectively. Don’t know much about marketing? Don’t worry: This book gives you all the tools you’ll need. Top iPhone and iPad apps marketing consultant Jeffrey Hughes walks you through building a winning marketing plan, positioning highly competitive apps, choosing your message, building buzz, and connecting with people who’ll actually buy your app. With plenty of examples and screen shots, this book makes iPhone and iPad apps marketing easy!   You’ll Learn How To Identify your app’s unique value, target audience, and total message Understand the App Store’s dynamics and choose the right strategy to cut through clutter Set the right price for your app Get App Store and third-party reviewers to recommend your apps Write effective press releases for your apps and time your publicity for maximum effectiveness Blog about your app and get the attention of influential bloggers Use Facebook, Twitter, and other social media to generate word-of-mouth buzz Use promotions and cross-marketing, just like professional marketers do Build an audience that will buy your next app, too!

Full Product Details

Author:   Jeffrey Hughes
Publisher:   Pearson Education (US)
Imprint:   Que Corporation,U.S.
Dimensions:   Width: 22.80cm , Height: 1.70cm , Length: 15.40cm
Weight:   0.428kg
ISBN:  

9780789744272

ISBN 10:   0789744279
Pages:   312
Publication Date:   29 April 2010
Audience:   General/trade ,  General
Replaced By:   9780789748331
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     4 Part III: Pricing Your iPhone/iPad App     5 Part IV: Implement a Marketing Plan/Launch Your App     6   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     17 The No Win--Strikeout     19 Benefits/Drawbacks of the Big Win and Steady Win Strategies     21   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   3 Identifying Your App’s Unique Value     37 The Four Questions     39 Who Are Your Competitors?      40 What Are the Key Features of Your iPhone/iPad App?      48 What Are the Benefits of Your iPhone/iPad App?      49 What’s Unique about Your App?      49   4 Identifying Your Target Audience     55 Refining Your Audience     57 Segmenting Your Market     57 Targeting Your Market     63   5 Building Your App’s Total Message     67 Choose an Effective App Name     70 Basic App Naming      73 Get Creative     74 Search for Synonyms     75 Use Google to Help     75 Select and Test Your App Names     76 App Store Text: Lighten It Up     76 Make Graphics Your Focal Point     78 Make Your App’s Icon Jump     79 Build a Simple, Clean Product Website     81 Who Is Your Audience?      81 Developing Great Web Copy     82 Make Your Content Usable     83 Strive for Immediate Positive Reviews      83   6 Electronic Word of Mouth     87 Positive External Reviews     90 Coordinated Marketing Effort      92 Generating Demand     93 Reaching Interested Buyers     94 Choosing the Right Delivery Methods      94 Three Key Areas     95 Direct Marketing for Your App     95 Direct Mail     95 Email     96 Promoting Your App     98 Your App in Traditional Media (Newspapers, Radio, TV)      98 Advertising Your Apps     101 Paid Search     103 Online Advertising     105 Building a Community     105   7 Using Social Media in Your App Marketing     109 Selecting Your Social Media Tools     112 Using Facebook     113 Your Facebook Marketing Objectives      113 Using Twitter     115 Using Blogs     117 Using RSS     119 Using LinkedIn     119 Using YouTube     120 Video Basics     121   8 Timing Your Marketing Activities      123 App Buying Cycles     124 Is Your App Seasonal?      125 Hitting the Grand Slam     126 Timing the Launch of Your App     128 Submitting Your App for Review     129   9 Getting the Word Out About Your Apps     131 When to Write a Press Release     132 Do You Have What It Takes?      133 Writing Your Press Release     135 The Anatomy of a Press Release     136 Developing the Body Copy     140 Embedded Links     141 Attaching Multimedia to Your Press Release      142 Press Release Signature     143 Publishing and Distributing Your Press Release     144 When to Launch Your Press Release     145   10 Pricing Your App     147 Competing Against Free Apps     149 Be Found     150 Make Your App Better     150 Make Your App More Intuitive     151 Provide Better Graphics      151 Create Documentation     151 Offer Some Technical Support      151 Develop a Reputation for Customer Service     152 Go Viral      152 Some Pricing Misconceptions     152 Offer a Free Version of Your App     154 Setting Your App’s Price     155   11 Conducting an App Pricing Analysis     161 Cost/Benefit Analysis     162 Quantifying App Development Costs     163 Quantifying the Benefits     166 Performing a Cost/Benefit Comparison      167 Breakeven Analysis     168 Some Caveats     170   12 Selling Value over Price     171 Selling Value     173 Selling Quality     174 Selling Usefulness     175 Selling Return on Investment      175 Additional Thoughts on Selling Value     177   13 Breaking into the App Store Top 100     181 Develop a Great App     182 Beat Up Your App Mercilessly      183 Have Friends in High Places     184 Cross-Promote     185 Price It Right     186 Integrate Your App with Other Apps      186 Optimize Your Web and App Store Copy     187 Develop Your Brand and Promote It Like Crazy     188 Reach Out to Apple     189   14 Level the Playing Field with a Free App     191 Build a Paid App--Standalone     193 Build a Free App, Build a Following      194 Build a Paid App and a Free App at the Same Time      195 In-App Purchases     197 Free Apps with Ads      198 From Paid to Free      200   15 The App Pricing Roller Coaster     203 Raising Your Price     205 Lowering Your Price     205 Temporary Price Drops      208 Value-Add Sales     209   16 App Promotions and Cross-Selling      211 Promotional Marketing for iPhone/iPad Apps     212 Cross-Selling and Up-Selling     216 Up-Selling     220   17 Using iPhone/iPad Analytics     223 Analytics Components     224 Track Your App’s Sales     224 Track Your App’s Location     224 Track Your App’s Usage     .225 Track Specific App Events      225 Measure App Interface Patterns     226 Top Analytics Vendors     226 Flurry/Pinch Media     226 Mobclix     228 Analytics and Privacy     229 Managing a User’s Privacy Expectations     230   18 Why Have a Marketing Plan?      233 Top 10 Reasons Why You Should Have an App Marketing Plan     234 Focuses Your Target Market     235 Allocates Marketing Funds     235 Measures Your Progress     236 Provides a Roadmap for Growth     236 Helps You Obtain Funding     237 Coordinates Your App Launches     237 Sets Realistic Sales Targets     238 Evaluates Your Competitors     239 Sets Prices and Defines Promotions     240 Defines a Strong Value Proposition     240   19 Components of an App Marketing Plan     241 Marketing Goals and Objectives     243 Product Objectives     243 Your iPhone/iPad App Sales Objectives     243 Profit Objectives     244 Pricing Objectives     244 Market Analysis     244 Business Environment     245 Demographics     245 Competition     245 Consumer Analysis     246 Strengths,Weaknesses, Opportunities, and Threats Analysis      246 Strengths     246 Weaknesses     247 Opportunities     247 Threats     247 Marketing Focus     247 Your App’s Functionality     248 Promotions     248 Price     248 Financial Information     249 Marketing Calendar     249   20 Marketing Essentials     253 Write About What’s New and Exciting     254 Striking a Balance     254   21 25 Essential iPhone/iPad Marketing Activities     259 Delivering Your iPhone/iPad App to the World     260 Seek Reviews from Any Site That Matches Your App’s Category     260 Showcase Your App on the App Store     260 Use Press Releases Consistently     261 Market Through Email     261 Use Word of Mouth     261 Use Targeted Advertising     262 Use Analytics for Your Apps     262 iPhone/iPad Pricing and Promotions      262 Develop a Pricing Strategy     262 Promote from Ads Within Other Apps     263 App Product Website     263 Increase Your Website SEO     263 Let Visitors Market Your Site     264 Social Media Marketing     264 Promote Through YouTube     264 Promote Through LinkedIn     264 Promote Through Blogs     265 Create a Facebook Fan Page     265 Create Digg Articles and Videos     265 Visit Forums and Post Comments     266 Other App Marketing Activities     266 Create Trial and Paid App Versions     266 Secure App Launch Sponsorships     266 Continuously Improve Features     266 Collaborate with Other People     267 Seek Non-App Review Sites for Your App     267 Exchange Ad Space     267 Create an Icon Worth Remembering     268 Determine Your App’s Unique Value     268   22 Implementing Your Plan     269 Determine Goals for the Campaign--What Results Do You Hope to Achieve?      270 Establish Measurement Criteria     271 Gather Prospects to Target for Campaign     271 Tracking Results--Measuring Marketing ROI     272 Managing Your App Marketing Activities     273   23 iPhone/iPad Apps for Corporate Marketing     275 Is an iPhone/iPad App Right for Your Company?      276 Build an App to Extend/Reignite the Brand     278 Apps to Extend a Web-Based Product’s Use     279 NetSuite     282 Fidelity Investments     282 Woodforest Mobile Banking     283 Chipotle     283   Index     287  

Reviews

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, Intel, and Novell. Hughes is the author of 10 technology books and numerous trade press articles on technology and marketing topics.   He is the developer and lead instructor for Xcelme’s (www.xcelme.com) iPhone App Marketing, a course that has helped scores of developers learn how to market their iPhone/iPad apps the right way in a very competitive market.   Jeff is a frequent contributor to popular iPhone/iPad app sites including 148Apps.Biz, an iPhone development and news site. He has also consulted to a growing number of independent developers and small companies on how to launch and market their iPhone apps, offering marketing expertise and consulting services to help their apps gain maximum exposure. Hughes has a B.S. degree in marketing with a minor in computer science from Brigham Young University. He resides in Scottsdale, Arizona.

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions