Android Apps Marketing: Secrets to Selling Your Android App

Cover......Page 1
Table of Contents......Page 5
Introduction......Page 16
 Part I: Your Marketing Message......Page 19
 Part Iii: Pricing Your Android App......Page 20
 Part Iv: Implement a Marketing Plan/Launch Your App......Page 22
 Conclusion......Page 23
 1 Your Android App Marketing Strategy: Grand Slam or Base Hits?......Page 24
  We’Ve Seen This Before......Page 25
  Benefits/Drawbacks of the Big Win and Steady Win Strategies......Page 33
  Summary......Page 34
 2 What Makes for a Winning App?......Page 36
  Build Something Unique......Page 37
  Deliver New Features......Page 40
  Tie Your App Into Trends and News......Page 41
  Tie Your App Into Seasons and Holidays......Page 43
  Tie Your App to Part of a Wider Solution......Page 44
  App Created From Other Platforms......Page 45
  Summary......Page 46
 3 Identifying Your App’s Unique Value......Page 48
  The Four Questions......Page 50
  Summary......Page 62
 4 Identifying Your Target Audience......Page 64
  Refining Your Audience......Page 66
  Summary......Page 73
 5 Building Your App’s Total Message......Page 76
  Choose An Effective App Name......Page 80
  Android Market Text: Lighten It Up......Page 85
  Make Graphics Your Focal Point......Page 87
  Build a Simple, Clean Product Website......Page 89
  Strive for Immediate Positive Reviews......Page 92
  Summary......Page 94
 6 Electronic Word of Mouth......Page 96
  Creating Electronic Word of Mouth......Page 97
  Generating Demand......Page 102
  Choosing the Right Delivery Methods......Page 103
  Direct Marketing for Your App......Page 104
  Promoting Your App......Page 107
  Building a Community......Page 114
  Summary......Page 116
 7 Using Social Media in Your App Marketing......Page 118
  Selecting Your Social Media Tools......Page 121
  Using Facebook......Page 122
  Using Twitter......Page 124
  Using Blogs......Page 126
  Using Linkedin......Page 128
  Using Youtube......Page 129
  Summary......Page 130
 8 Timing Your Marketing Activities......Page 132
  App Buying Cycles......Page 133
  Hitting the Grand Slam......Page 135
  Timing the Launch of Your App......Page 137
  Summary......Page 139
 9 Getting the Word Out About Your App......Page 140
  When to Write a Press Release......Page 141
  Do You Have What It Takes?......Page 144
  Writing Your Press Release......Page 145
  The Anatomy of a Press Release......Page 146
  Embedded Links......Page 150
  Attaching Multimedia to Your Press Release......Page 151
  Press Release Signature......Page 152
  Publishing and Distributing Your Press Release......Page 153
  Summary......Page 154
 10 Pricing Your App......Page 156
  Competing Against Free Apps......Page 158
  Some Pricing Misconceptions......Page 161
  Offer a Free Version of Your App......Page 163
  Setting Your App’s Price......Page 164
  Summary......Page 168
 11 Conducting An App Pricing Analysis......Page 170
  Cost/Benefit Analysis......Page 171
  Performing a Cost/Benefit Comparison......Page 177
  Breakeven Analysis......Page 178
  Summary......Page 180
 12 Selling Value Over Price......Page 182
  Selling Value......Page 185
  Additional Thoughts on Selling Value......Page 189
  Summary......Page 191
 13 Breaking Into the Android Market Top Paid Apps......Page 192
  Develop a Great App......Page 193
  Have Friends in High Places......Page 195
  Cross-Promote......Page 196
  Optimize Your Web and Android Market Copy......Page 197
  Develop Your Brand and Promote It Like Crazy......Page 198
  Reach Out to Google......Page 200
  Summary......Page 201
 14 Level the Playing Field With a Free App......Page 202
  Build a Standalone Paid App......Page 204
  Build a Free App, Build a Following......Page 205
  Build a Paid App and a Free App At the Same Time......Page 206
  Free Apps With Ads......Page 210
  Summary......Page 213
 15 The App Pricing Rollercoaster......Page 216
  Lowering Your Price......Page 218
  Summary......Page 221
 16 App Promotions and Cross-Selling......Page 224
  Promotional Marketing for Android Apps......Page 225
  Cross-Selling......Page 229
  Up-Selling......Page 231
  Summary......Page 232
 17 Using Android Analytics......Page 234
  Analytics Components......Page 235
  Top Analytics Vendors......Page 237
  Analytics and Privacy......Page 240
  Summary......Page 242
 18 Why Have a Marketing Plan?......Page 244
  Allocates Marketing Funds......Page 246
  Provides a Roadmap for Growth......Page 247
  Coordinates Your App Launches......Page 248
  Sets Prices and Defines Promotions......Page 249
  Defines a Strong Value Proposition......Page 250
  Summary......Page 251
 19 Components of An App Marketing Plan......Page 252
  Marketing Goals and Objectives......Page 254
  Market Analysis......Page 255
  Business Environment......Page 256
  Strengths,Weaknesses, Opportunities, and Threats (Swot) Analysis......Page 257
  Marketing Focus......Page 259
  Marketing Calendar......Page 261
  Summary......Page 263
 20 Marketing Essentials......Page 264
  Striking a Balance......Page 265
  Summary......Page 268
 21 Twenty-Five Essential Android Marketing Activities......Page 270
  Delivering Your Android App to the World......Page 271
  Android Pricing and Promotions......Page 274
  Build An App Product Website......Page 275
  Social Media Marketing......Page 276
  Other App Marketing Activities......Page 278
  Summary......Page 281
 22 Implementing Your Plan......Page 282
  Implementation Steps......Page 283
  Managing Your App Marketing Activities......Page 286
  Summary......Page 287
 23 Android Apps for Corporate Marketing......Page 288
  Is An Android App Right for Your Company?......Page 290
  Build An App to Extend/Reignite the Brand......Page 291
  Apps to Extend a Web-Based Product’s Use......Page 294
  Summary......Page 295
A: Competitive Worksheet......Page 296
 A......Page 298
 B......Page 300
 D......Page 301
 G......Page 302
 L......Page 303
 M......Page 304
 P......Page 305
 R......Page 306
 S......Page 307
 U......Page 308
 X-Y-Z......Page 309