iPhone and iPad Apps Marketing Secrets to Selling Your iPhone and iPad Apps

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  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2011-09-30
  • Publisher: Que Publishing
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Thousands of developers want to cash in on selling their iPhone apps on Apple's App Store. But, with more than 300,000 Apps now available, it's increasingly vital for developers to gain exposure - and that means marketing. Most independent App developers don't have a marketing background. They need help and guidance - and this book gives it to them. Author Jeffrey Hughes specializes in helping iPhone developers plan, launch, and market their software effectively. In this practical tutorial, he shares everything he's learned: solid marketing principles and specific best practices for effective, high-value iPhone App marketing. Hughes walks through outlining a solid marketing plan that can drive development efforts; creating competitive Apps; identifying the right message; and delivering that message to the most responsive audience. You will learn how to: " Get App Store and third-party reviewers to consider their Apps " Write effective press releases for their Apps, and time publicity for maximum effectiveness " Blog about your App, and get the attention of influential bloggers " Use Facebook, Twitter, and other social media to generate electronic buzz " Setting the right price for your App " Using promotions and cross marketing techniques " Building an audience that will buy forthcoming products as well

Author Biography

Jeffrey Hughes is developer and lead instructor for Xcelme's Intro to iPhone and iPad App Marketing course, which has helped hundreds of developers market their iPhone and iPad apps effectively. He has nearly two decades of experience as a high-tech marketer, publisher, and speaker, working with companies such as McAfee, Webroot, and Novell. Hughes contributes frequently to popular iPhone and iPad development sites and is a frequent seminar speaker at locations around the world.

Table of Contents

Introductionp. 1
Your Marketing Message
Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits?p. 9
We've Seen This Movie Beforep. 10
The Big Win-Grand Slamp. 14
The Steady Win-Base Hitsp. 18
The No Win-Strikeoutp. 20
Benefits/Drawbacks of the Big Win and Steady Win Strategiesp. 21
Summaryp. 23
What Makes a Winning iPhone/iPad App?p. 25
Build Something Uniquep. 26
Deliver New Featuresp. 28
Tie Your App into Trends and Newsp. 30
Tie Into Seasons and Holidaysp. 32
Tie Your App to Part of a Wider Solutionp. 32
Apps Created from Other Platformsp. 33
Winning Game Appsp. 35
Summaryp. 35
Identifying Your App's Unique Valuep. 37
The Four Questionsp. 39
Who Are Your Competitors?p. 40
Identifying Your Competitionp. 42
Learning from Your Competitionp. 45
What Are the Key Features of Your iPhone/iPad App?p. 47
What Are the Benefits of Your iPhone/iPad App?p. 48
What's Unique About Your App?p. 50
Summaryp. 51
Competitive Worksheetp. 52
Identifying Your Target Audiencep. 55
Refining Your Audiencep. 57
Segmenting Your Marketp. 57
Picking Your Market Segmentp. 62
Targeting Your Marketp. 63
Summaryp. 65
Building Your App's Total Messagep. 67
Choose an Effective App Namep. 70
App Store Text: Lighten It Upp. 77
Make Graphics Your Focal Pointp. 79
Make Your App's Icon Jumpp. 80
Build a Simple, Clean Product Websitep. 82
Strive for Immediate Positive Reviewsp. 85
Summaryp. 86
Delivering Your Message
Electronic Word of Mouthp. 89
Positive External Reviewsp. 92
Coordinated Marketing Effortp. 94
Generating Demandp. 95
Reaching Interested Buyersp. 96
Choosing the Right Delivery Methodsp. 96
Three Key Areasp. 97
Direct Marketing for Your Appp. 97
Summaryp. 109
Using Social Media in Your App Marketingp. 111
Selecting Your Social Media Toolsp. 114
Using Facebookp. 115
Tweetingp. 118
Using Blogsp. 120
Using LinkedInp. 121
Using YouTubep. 123
Summaryp. 124
Timing Your Marketing Activitiesp. 125
App Buying Cyclesp. 126
Winning Marketing Activitiesp. 129
Timing the Launch of Your Appp. 130
Summaryp. 132
Getting the Word Out About Your Appp. 135
When to Write a Press Releasep. 136
Do You Have What It Takes?p. 138
Writing Your Press Releasep. 139
Embedded Linksp. 145
Attaching Multimedia to Your Press Releasep. 146
Press Release Signaturep. 147
Publishing and Distributing Your Press Releasep. 148
Summaryp. 150
Pricing Your iPhone/iPad App
Pricing Your Appp. 153
Competing Against Free Appsp. 155
Some Pricing Misconceptionsp. 158
Offer a Free Version of Your Appp. 160
Setting Your App's Pricep. 160
Summaryp. 166
Conducting an App Pricing Analysisp. 167
Cost/Benefit Analysisp. 168
Breakeven Analysisp. 175
Summaryp. 177
Selling Value over Pricep. 179
Selling Valuep. 182
Additional Thoughts on Selling Valuep. 186
Summaryp. 188
Breaking into the App Store Top 100p. 189
Develop a Great Appp. 190
Beat Up Your App...Mercilesslyp. 192
Have Friends in High Placesp. 192
Cross-Promotep. 194
Keep the Size Under 20MBp. 194
Price It Rightp. 195
Integrate Your App with Other Appsp. 195
Optimize Your Web and App Store Copyp. 196
Develop Your Brand and Promote It Like Crazyp. 196
Reach Out to Applep. 198
Summaryp. 199
Level the Playing Field with a Free Appp. 201
Build a Paid App-Standalonep. 203
Build a Free App, Build a Followingp. 204
Build a Paid App and a Free App at the Same Timep. 206
Free Apps with Adsp. 209
Can iAds Help You to Monetize Your App?p. 211
Summaryp. 213
The App Pricing Roller Coasterp. 215
Raising Your Pricep. 217
Lowering Your Pricep. 218
Temporary Price Dropsp. 220
Value-Add Salesp. 221
Launch Your App Free for a Limited Timep. 222
Summaryp. 222
App Promotions and Cross-Sellingp. 223
Promotional Marketing for iPhone/iPad Appsp. 224
Cross-Sellingp. 227
Summaryp. 233
Using iPhone/iPad Analyticsp. 235
Analytics Componentsp. 236
Utilize Paid Ad Campaignsp. 240
Top Analytics Vendorsp. 240
Analytics and Privacyp. 244
Summaryp. 245
Implement a Marketing Plan/Launch Your App
Why Have a Marketing Plan?p. 249
Top 10 Reasons Why You Should Have an App Marketing Planp. 250
Summaryp. 256
Components of an App Marketing Planp. 257
Marketing Goals and Objectivesp. 259
Market Analysisp. 260
Business Environmentp. 261
Strengths, Weaknesses, Opportunities, and Threats Analysisp. 262
Marketing Focusp. 264
Financial Informationp. 265
Marketing Calendarp. 265
Summaryp. 268
Marketing Essentials and the Right Mixp. 269
Keep Your App Store Content New and Excitingp. 270
How Much Should I Spend?p. 270
Striking a Balancep. 271
Summaryp. 274
25 Essential iPhone/iPad Marketing Activitiesp. 275
Delivering Your iPhone/iPad App to the Worldp. 276
iPhone/iPad Pricing and Promotionsp. 279
App Product Websitep. 280
Social Media Marketingp. 281
Other App Marketing Activitiesp. 283
Summaryp. 285
Implementing Your Planp. 287
Determine Goals for the Marketing Campaign-What Results Do You Hope to Achieve?p. 288
Establish Measurement Criteriap. 289
Gather Prospects to Target for Campaignp. 290
Tracking Results-Measuring Marketing ROIp. 290
Managing Your App Marketing Activitiesp. 291
Summaryp. 293
iPhone/iPad Apps for Corporate Marketingp. 295
Is an iPhone/iPad App Right for Your Company?p. 297
Build an App to Extend/Reignite the Brandp. 298
Apps to Extend a Web-based Product's Usep. 301
Summaryp. 305
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