iPhone and iPad apps marketing : secrets to selling your iPhone and iPad apps

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書誌事項

iPhone and iPad apps marketing : secrets to selling your iPhone and iPad apps

Jeffrey Hughes

Que Pub., c2012

2nd ed

大学図書館所蔵 件 / 全1件

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注記

Includes index

内容説明・目次

内容説明

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

目次

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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