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iPhone & iPad Apps Marketing (Que Biz-Tech)

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en Limba Engleză Carte Paperback – May 2010
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!
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Specificații

ISBN-13: 9780789744272
ISBN-10: 0789744279
Pagini: 294
Dimensiuni: 168 x 227 x 16 mm
Greutate: 0.42 kg
Ediția: 1
Editura: Que
Seria Que Biz-Tech

Locul publicării: Indianapolis, United States

Cuprins

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
 

Notă biografică

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.

Textul de pe ultima copertă

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!