What is included with this book?
Introduction | p. 1 |
Your Marketing Message | p. 4 |
Delivering Your Message | p. 4 |
Pricing Your iPhone/iPad App | p. 5 |
Implement a Marketing Plan/Launch Your App | p. 6 |
Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits? | p. 9 |
We've Seen This Movie Before | p. 10 |
The Big Win—Grand Slam | p. 14 |
The Steady Win—Base Hits | p. 17 |
The No Win—Strikeout | p. 19 |
Benefits/Drawbacks of the Big Win and Steady Win Strategies | p. 21 |
What Makes a Winning iPhone/iPad App? | p. 25 |
Build Something Unique | p. 26 |
Deliver New Features | p. 28 |
Tie Your App into Trends and News | p. 30 |
Tie into Seasons and Holidays | p. 32 |
Tie Your App to Part of a Wider Solution | p. 32 |
Apps Created from Other Platforms | p. 33 |
Identifying Your App's Unique Value | p. 37 |
The Four Questions | p. 39 |
Who Are Your Competitors? | p. 40 |
What Are the Key Features of Your iPhone/iPad App? | p. 48 |
What Are the Benefits of Your iPhone/iPad App? | p. 49 |
What's Unique about Your App? | p. 49 |
Identifying Your Target Audience | p. 55 |
Refining Your Audience | p. 57 |
Segmenting Your Market | p. 57 |
Targeting Your Market | p. 63 |
Building Your App's Total Message | p. 67 |
Choose an Effective App Name | p. 70 |
Basic App Naming | p. 73 |
Get Creative | p. 74 |
Search for Synonyms | p. 75 |
Use Google to Help | p. 75 |
Select and Test Your App Names | p. 76 |
App Store Text: Lighten It Up | p. 76 |
Make Graphics Your Focal Point | p. 78 |
Make Your App's Icon Jump | p. 79 |
Build a Simple, Clean Product Website | p. 81 |
Who Is Your Audience? | p. 81 |
Developing Great Web Copy | p. 82 |
Make Your Content Usable | p. 83 |
Strive for Immediate Positive Reviews | p. 83 |
Electronic Word of Mouth | p. 87 |
Positive External Reviews | p. 90 |
Coordinated Marketing Effort | p. 92 |
Generating Demand | p. 93 |
Reaching Interested Buyers | p. 94 |
Choosing the Right Delivery Methods | p. 94 |
Three Key Areas | p. 95 |
Direct Marketing for Your App | p. 95 |
Direct Mail | p. 95 |
p. 96 | |
Promoting Your App | p. 98 |
Your App in Traditional Media (Newspapers, Radio, TV) | p. 98 |
Advertising Your Apps | p. 101 |
Paid Search | p. 103 |
Online Advertising | p. 105 |
Building a Community | p. 105 |
Using Social Media in Your App Marketing | p. 109 |
Selecting Your Social Media Tools | p. 112 |
Using Facehook | p. 113 |
Your Facebook Marketing Objectives | p. 113 |
Using Twitter | p. 115 |
Using Blogs | p. 117 |
Using RSS | p. 119 |
Using LinkedIn | p. 119 |
Using YouTube | p. 120 |
Video Basics | p. 121 |
Timing Your Marketing Activities | p. 123 |
App Buying Cycles | p. 124 |
Is Your App Seasonal? | p. 125 |
Hitting the Grand Slam | p. 126 |
Timing the Launch of Your App | p. 128 |
Submitting Your App for Review | p. 129 |
Getting the Word Out About Your Apps | p. 131 |
When to Write a Press Release | p. 132 |
Do You Have What It Takes? | p. 133 |
Writing Your Press Release | p. 135 |
The Anatomy of a Press Release | p. 136 |
Developing the Body Copy | p. 140 |
Embedded Links | p. 141 |
Attaching Multimedia to Your Press Release | p. 142 |
Press Release Signature | p. 143 |
Publishing and Distributing Your Press Release | p. 144 |
When to Launch Your Press Release | p. 145 |
Pricing Your App | p. 147 |
Competing Against Free Apps | p. 149 |
Be Found | p. 150 |
Make Your App Better | p. 150 |
Make Your App More Intuitive | p. 151 |
Provide Better Graphics | p. 151 |
Create Documentation | p. 151 |
Offer Some Technical Support | p. 151 |
Develop a Reputation for Customer Service | p. 152 |
Go Viral | p. 152 |
Some Pricing Misconceptions | p. 152 |
Offer a Free Version of Your App | p. 154 |
Setting Your App's Price | p. 155 |
Conducting an App Pricing Analysis | p. 161 |
Cost/Benefit Analysis | p. 162 |
Quantifying App Development Costs | p. 163 |
Quantifying the Benefits | p. 166 |
Performing a Cost/Benefit Comparison | p. 167 |
Breakeven Analysis | p. 168 |
Some Caveats | p. 170 |
Selling Value over Price | p. 171 |
Selling Value | p. 173 |
Selling Quality | p. 174 |
Selling Usefulness | p. 175 |
Selling Return on Investment | p. 175 |
Additional Thoughts on Selling Value | p. 177 |
Breaking into the App Store Top 100 | p. 181 |
Develop a Great App | p. 182 |
Beat Up Your App Mercilessly | p. 183 |
Have Friends in High Places | p. 184 |
Cross-Promote | p. 185 |
Price It Right | p. 186 |
Integrate Your App with Other Apps | p. 186 |
Optimize Your Web and App Store Copy | p. 187 |
Develop Your Brand and Promote It Like Crazy | p. 188 |
Reach Out to Apple | p. 189 |
Level the Playing Field with a Free App | p. 191 |
Build a Paid App—Standalone | p. 193 |
Build a Free App, Build a Following | p. 194 |
Build a Paid App and a Free App at the Same Time | p. 195 |
In-App Purchases | p. 197 |
Free Apps with Ads | p. 198 |
From Paid to Free | p. 200 |
The App Pricing Roller Coaster | p. 203 |
Raising Your Price | p. 205 |
Lowering Your Price | p. 205 |
Temporary Price Drops | p. 208 |
Value-Add Sales | p. 209 |
App Promotions and Cross-Selling | p. 211 |
Promotional Marketing for iPhone/iPad Apps | p. 212 |
Cross-Selling and Up-Selling | p. 216 |
Up-Selling | p. 220 |
Using iPhone/iPad Analytics | p. 223 |
Analytics Components | p. 224 |
Track Your App's Sales | p. 224 |
Track Your App's Location | p. 224 |
Track Your App's Usage | p. 225 |
Track Specific App Events | p. 225 |
Measure App Interface Patterns | p. 226 |
Top Analytics Vendors | p. 226 |
Flurry/Pinch Media | p. 226 |
Mobclix | p. 228 |
Analytics and Privacy | p. 229 |
Managing a User's Privacy Expectations | p. 230 |
Why Have a Marketing Plan? | p. 233 |
Top 10 Reasons Why You Should Have an App Marketing Plan | p. 234 |
Focuses Your Target Market | p. 235 |
Allocates Marketing Funds | p. 235 |
Measures Your Progress | p. 236 |
Provides a Roadmap for Growth | p. 236 |
Helps You Obtain Funding | p. 237 |
Coordinates Your App Launches | p. 237 |
Sets Realistic Sales Targets | p. 238 |
Evaluates Your Competitors | p. 239 |
Sets Prices and Defines Promotions | p. 240 |
Defines a Strong Value Proposition | p. 240 |
Components of an App Marketing Plan | p. 241 |
Marketing Goals and Objectives | p. 243 |
Product Objectives | p. 243 |
Your iPhone/iPad App Sales Objectives | p. 243 |
Profit Objectives | p. 244 |
Pricing Objectives | p. 244 |
Market Analysis | p. 244 |
Business Environment | p. 245 |
Demographics | p. 245 |
Competition | p. 245 |
Consumer Analysis | p. 246 |
Strengths, Weaknesses, Opportunities, and Threats Analysis | p. 246 |
Strengths | p. 246 |
Weaknesses | p. 247 |
Opportunities | p. 247 |
Threats | p. 247 |
Marketing Focus | p. 247 |
Your App's Functionality | p. 248 |
Promotions | p. 248 |
Price | p. 248 |
Financial Information | p. 249 |
Marketing Calendar | p. 249 |
Marketing Essentials | p. 253 |
Write About What's New and Exciting | p. 254 |
Striking a Balance | p. 254 |
25 Essential iPhone/iPad Marketing Activities | p. 259 |
Delivering Your iPhone/iPad App to the World | p. 260 |
Seek Reviews from Any Site That Matches Your App's Category | p. 260 |
Showcase Your App on the App Store | p. 260 |
Use Press Releases Consistently | p. 261 |
Market Through Email | p. 261 |
Use Word of Mouth | p. 261 |
Use Targeted Advertising | p. 262 |
Use Analytics for Your Apps | p. 262 |
iPhone/iPad Pricing and Promotions | p. 262 |
Develop a Pricing Strategy | p. 262 |
Promote from Ads Within Other Apps | p. 263 |
App Product Website | p. 263 |
Increase Your Website SEO | p. 263 |
Let Visitors Market Your Site | p. 264 |
Social Media Marketing | p. 264 |
Promote Through YouTube | p. 264 |
Promote Through LinkedIn | p. 264 |
Promote Through Blogs | p. 265 |
Create a Facebook Fan Page | p. 265 |
Create Digg Articles and Videos | p. 265 |
Visit Forums and Post Comments | p. 266 |
Other App Marketing Activities | p. 266 |
Create Trial and Paid App Versions | p. 266 |
Secure App Launch Sponsorships | p. 266 |
Continuously Improve Features | p. 266 |
Collaborate with Other People | p. 267 |
Seek Non-App Review Sites for Your App | p. 267 |
Exchange Ad Space | p. 267 |
Create an Icon Worth Remembering | p. 268 |
Determine Your App's Unique Value | p. 268 |
Implementing Your Plan | p. 269 |
Determine Goals for the Campaign—What Results Do You Hope to Achieve? | p. 270 |
Establish Measurement Criteria | p. 271 |
Gather Prospects to Target for Campaign | p. 271 |
Tracking Results—Measuring Marketing ROI | p. 272 |
Managing Your App Marketing Activities | p. 273 |
iPhone/iPad Apps for Corporate Marketing | p. 275 |
Is an iPhone/iPad App Right for Your Company? | p. 276 |
Build an App to Extend/Reignite the Brand | p. 278 |
Apps to Extend a Web-Based Product's Use | p. 279 |
NetSuite | p. 282 |
Fidelity Investments | p. 282 |
Woodforest Mobile Banking | p. 283 |
Chipotle | p. 283 |
Index | p. 287 |
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