Android Apps Marketing Secrets to Selling Your Android App - Huges - Que (2011).pdf

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Android ™ Apps
Secrets to Selling Your Android App
Marketing
Jeffrey Hughes
800 East 96th Street,
Indianapolis, Indiana 46240 USA
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Android ™ Apps Marketing: Secrets to
Selling Your Android App
Copyright © 2011 by Jeffrey Hughes
All rights reserved. No part of this book shall be reproduced, stored in
a retrieval system, or transmitted by any means, electronic, mechani-
cal, photocopying, recording, or otherwise, without written permission
from the publisher. No patent liability is assumed with respect to the
use of the information contained herein. Although every precaution
has been taken in the preparation of this book, the publisher and
author assume no responsibility for errors or omissions. Nor is any lia-
bility assumed for damages resulting from the use of the information
contained herein.
Associate Publisher
Greg Wiegand
Senior Acquisitions Editor
Katherine Bull
Technical Editor
Gary Bennett
Development Editor
Susan Zahn
Managing Editor
Kristy Hart
ISBN-13: 978-0-7897-4633-7
ISBN-10: 0-7897-4633-6
Project Editor
Betsy Harris
The Library of Congress Cataloging-in-Publication data is on file.
Printed in the United States of America
Copy Editor
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First Printing: September 2010
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service marks have been appropriately capitalized. Que Publishing
cannot attest to the accuracy of this information. Use of a term in this
book should not be regarded as affecting the validity of any trademark
or service mark.
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accurate as possible, but no warranty or fitness is implied. The infor-
mation provided is on an “as is” basis. The author and the publisher
shall have neither liability nor responsibility to any person or entity
with respect to any loss or damages arising from the information con-
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CONTENTS AT A GLANCE
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
I Your Marketing Message
1
Your Android App Marketing Strategy: Grand Slam
or Base Hits? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2
What Makes for a Winning App? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
3
Identifying Your App’s Unique Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
4
Identifying Your Target Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
5
Building Your App’s Total Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
II Delivering Your Message
6
Electronic Word of Mouth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
7
Using Social Media in Your App Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
8
Timing Your Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
9
Getting the Word Out About Your App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
III Pricing Your Android App
10
Pricing Your App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141
11
Conducting an App Pricing Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
12
Selling Value over Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167
13
Breaking into the Android Market Top Paid Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177
14
Level the Playing Field with a Free App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
15
The App Pricing Rollercoaster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201
16
App Promotions and Cross-Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209
17
Using Android Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219
IV Implement a Marketing Plan/Launch Your App
18
Why Have a Marketing Plan? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229
19
Components of an App Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237
20
Marketing Essentials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
21
Twenty-Five Ess ential Android Marketing Ac tivities . . . . . . . . . . . . . . . . . . . . . . . . . . 255
22
Implementing Your Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 267
23
Android Apps for Corporate Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 273
A
Competitive Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 283
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TABLE OF CONTENTS
I
YOUR MARKETING MESSAGE
1
Your Android App Marketing Strategy: Grand Slam
The Big Win—Grand Slam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
The Steady Win—Base Hits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
The No Win—Strikeout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
2
3
Who Are Your Competitors? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Identifying Your Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Learning from Your Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
What Are the Key Features of Your Android App? . . . . . . . . . . . . . . . . . . . . . . . 43
What Are the Benefits of Your Android App? . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
What’s Unique About Your App? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
4
Segmenting Your Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
Picking Your Market Segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
Ta r g e t i n g Yo u r M a r k e t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 7
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