Features of app promotion in the CIS, in Western markets and in Asia
Previous article about 15 non-standard promotion tools mobile apps unexpectedly well came on habré. This suggests that the theme of community relevant.
In this article you will find a large text (. TLD:DR!) on the progress of the application in the CIS, in Western markets and in Asia, with a detailed analysis of each market and a large number of useful links.
Stock up on tea and welcome to under the cat.
In the preparation of this paper helped Egor Karpov, consultant mobile app promotion AppBrain.
The purpose of this article to give you an understanding of how to build a marketing plan for your app in each of the regions. How to allocate the budget, what tools to use.
Start with Russia and the CIS, as it is the most familiar market for my readers, most of whom concentrated only on it. All of what I write below about Russia intersects with my videos on this topic, but everything in the article is a little more detail.
Examining the CIS market, I'll tell you:
the
In preparing this article, I wanted to do something to stand out against other "watery" articles about mobile marketing and to tell you about a special promotion tools in Russia and CIS: porn traffic, pop-under and other obscure channels. But then I regained common sense.
How to determine which channels to use for promotion? First consider where our audience is sitting, where she spends most of the time. Look at the first screen of your smartphone. No, seriously, right now take your smartphone and look at the first screen. In these applications you need 95% of the time when using the smartphone. In these applications you can find and sell you a new app.
the
1. Sitting in social networks (Vkontakte, Facebook, Odnoklassniki, Twitter). Most of the time do we spend it in social networks. The mobile audience of the social media wins of the web is in the ratio 70% to 30%. Here are the stats for September 2015 — now the numbers are even more interesting.
2. Watching a video on YouTube. Percentage of mobile audience can be seen in the diagram.
3. Reads sites. For the most part this media.
4. Leafs Instagram.
5. Playing games.
No need to invent anything — the mobile audience, you need to look at these sites.
the
All who follow my material know that I am not indifferent to the media. They can give huge coverage at minimal cost a budget — of course, provided that you do it correctly. I have a video on how to work with the media, will soon write separate article about this tool. Very brief talk about the work with this channel:
1. Make a list of the publications in which you plan to move. Think that's reading your audience. Don't make the mistake of most startups and not focus exclusively on digital publications — look wider. You have a female audience? The choice is clear — women's magazines.
I would love to show you an example of signs with promotion in the media, but I can't for ethical reasons: we communicate very well with most editors and don't want to show their contact details. So, the structure is:
the
2. Write directly to the editor. No "Dear editor" — make the letter as an individual. Consider the interests of a specific editor to whom you are writing, and the interests of its audience.
3. Fill the table after announcements. Record, how to respond to the editor how long he answered, what was the effect of the publication, and so on. You it is very useful in the future.
Speak online publications who can write about your app.
the
Also very sympathetic to this tool. Why? It's simple. First, it is a low eCPI (effective cost of installation).
CIS is still undervalued tool for promoting applications, in contrast to the West, where the developers spend much more time and effort on promotion in YouTube blogs than in the media. Therefore, the cost of the review from Russian blogger can be quite low, and the review of your application for some 10 thousand rubles will see 100 thousand people. It's very cheap. Speaking specifically in numbers: with the right approach eCPI from YouTube can come in 3-5 times cheaper, than from an ad network.
Secondly, this is a high LTV. Obviously, your app will download people who are already superficially familiar with it, know what to expect and how to use it. In this respect, the audience loyalty will be much higher than when using any other tool. Respectively, significantly higher and the LTV.
the
1. Make and take table is the same as with the media. Think of your audience: what is she watching?
2. It is important to let the blogger to do a review as honest. If something in the app it doesn't like — let him say it. In any case, beyond it will not work. Advertising in the CIS is not particularly like, so the more honest the review, the better.
Remember Flappy Bird? The game got such a sharp increase due to the reviews on YouTube, and believe me, they described its benefits. There's every other word was obscene, and at the end of the video flying into the wall.
3. The price and contact bloggers can learn writing them a letter in the mail. Address they usually leave in the About tab on YouTube.
For example — top 100 bloggers CIS that can tell you about your application. You can safely begin with a 30-th line further down.
the
I will not dwell on this instrument: I have a separate video on how to work with paid traffic sources. We need only say that this is a game in math. A simple formula for success with paid tools — LTV > eCPI. In the "game" involved almost all the top world developers, but this does not mean that this tool need to use everyone, rather the opposite.
I suggest to use this tool only when you need very precise targeting, and you have grown to a level where other promotional tools is not enough. Need a continual flow of traffic, and all internal mechanics of the application details debugged. But if you are, let's get to the numbers:
1. Advertising network in the CIS:
the
2. In the CIS can receive up to 10 thousand units per day with advertising networks.
3. eCPI varies from $0.5 to $3 depending on the application and how well the advertising campaign is configured.
CTR in CIS in the advertising networks can reach up to 10%. Someone who has already launched an advertising campaign that, to put it mildly, to doubt, because the average CTR comes, God forbid, to 3%. But 10% or even 20% is a real number. Better all how to fix this mobile arbitrazhnyi — their blogs, I suggest to read to those who want to minimize installation costs through the ad networks.
the
First and foremost is to remind you of the fact as "ad blindness". Our compatriots have already subconsciously know where will is, and pass it — the CIS it is much more developed than in any other countries. All of the following methods will be directed to your banners "advertising blindness" has not worked.
1. A parasite on the well-known brands.
Especially effective bunch of well-known brand and the target audience of his fans. How it works: you find in "Vkontakte" several groups dedicated to "Star wars", with a total audience of 3 million users. Add in your banner advertising of the characters from "Star wars" and by using targeting Unscrew the banner just for this audience. It will greatly increase your CTR and consequently a much lower installation cost.
2. The picture involves viewing — the text on the banner or over it prompts to action. This is the basic principle of mobile banner.
3. Use custom contrast. Just raise the brightness of your advertising banner in a graphics editor — this will already allow us to distinguish you from the news feed of the user.
4. Use a non-standard combination. Blue strawberry, red bananas — all the things that "breaks" people's brains and distracting from the overall advertising noise. This will allow you to delay on itself the gaze of the user.
5. Use in promotional materials for the slang of your target audience. for Example, your audience is teenagers between 12 and 17 years. Learn their slang and add it to your banner. Again, this will stop their eyes on the banner and also would break the "advertising wall": you have them speak the same language.
6. Use trends. has more recently been enormous media hype around the film "Deadpool". All who used it in their materials, it has benefited in the conversion.
the
Excellent, moderately undervalued tool that can give very low cost of installation with almost unlimited volumes. There are also extensive possibilities for targeting, and as narrow as possible. Right now I'm working on promoting the application client in St. Petersburg, and one of our main tools is the "Vkontakte" group: here, the maximum coverage and the lowest eCPI.
To search for sites I used a service Sociate. Their search allows an extremely targeted group of audience that you need. For this task it is absolutely free. The service allows you to buy advertising in these groups and to analysis of each publication, which takes a Commission of about 30%. But in our case we are placed directly through the editors, Analytics lead at my side.
Tell us about analytical services. Here are the settings sharding:
It is possible to segment the resulting group on a price per 1,000 views, audience engagement, number of subscribers and so on. I suggest to watch it on CPM.
theInstagram
Two years ago I was told at seminars that YouTube — a smart tool for the promotion of the application. At that time, due to the low advertising demand, you could buy a review for a penny and get a huge number of installations. Now the market has changed, and power of YouTube has realized many advertisers.
Now I say that the most underrated tool for marketing of apps — Instagram. And I don't mean their advertising platform, which is still raw and has too high cost of installation and promotional recordings directly in the accounts. Instagram can now let the volume and targeting capabilities comparable groups in "Vkontakte", the installation costs can be lower at times.
You make a list of well-known Instagram accounts, which can be signed by your target audience. Don't take TV stars: they have either too high prices for publication, or they don't sell ads in your account. In addition to these very hard to reach. Make a list of accounts known bloggers and groups (example is below). Contact them easier, and the cost of entry will be much lower.
Live case: right now I'm promoting one of the applications with geolocation on St. Petersburg, and Instagram — the most powerful tool for us. What is the process of searching and posting:
1. Sociate in Instagram and choose set segmentation.
2. Get a list of sites and unload them in CSV, then in Excel. In the end I have a list of about 50 sites, with indicators of engagement and cost of entry. Location — St. Petersburg.
3. Forgive me Sociate — I love to save money and go to write everyone a personal message in Instagram. Agree on a publication and track the results.
the
Another cool case that can demonstrate the power of Instagram to promote the app MSQRD.
The app, which invested my good friend Nikolai Davydov, gained little less than 10 million units in two months. The point is simple: it allows you to impose the image of their face various masks and record it on video or take pictures.
According to Nikolai Davydov, to promote the application was not spent a penny — the whole marketing was based solely on word of mouth. Virality provided it is Instagram: famous people with millions of subscribers were posted to my account videos or pictures with masks MSQRD. All three liked the idea of the app and they downloaded it for themselves: in the lower right corner of each posted pictures or videos posted word MSQRD.
the
A great tool for promotion, easy and free. It is strange that very few people use it. Perhaps you've noticed that references to "Ответы@Mail.ru" stand very high on many search queries. We can use this to their advantage, and it is absolutely free.
If very briefly, the process of working with "Ответами@Mail.ru" is like this. We create two accounts. With the first account create a pool of questions related to your application that are compiled in advance, based on analysts Yandex Wordstat.
For example, you app food delivery in Moscow. You publish the pool of questions:
the
From the second account themselves these questions are answered: "it is best through the app X to suggest". With the first account choose this answer the best, which automatically makes it first. Example:
So you can be up to 30 or more queries, and a small part of them could get to the top and collect free traffic.
the
1. Conduct their own social networking groups?
My opinion does not coincide with the majority opinion of "experts". Of course, much easier to say: vbuhivayut money in the conduct of their groups, and someday it will pay off, but I don't believe it.
In my experience, investments in the management of their groups did not pay off. The cost of living subscriber can start from five roubles, besides, you simply have nothing to catch. Entertainment content it receives in the other groups, and to read the news about your application he is not interested — unless he's a fan. Better spend the money on the promotion of the groups already collected by the target audience. This will give a much greater effect.
I believe that the application group is needed for technical support in social networks and for news and releases — who is interested, he will sign up himself.
2. Whether you want CIS to use incentivized traffic?
Only if your app is interesting for every second person, that is broad in scope. Also you will need to work on my page in the app store: users already know what app in the top is not necessarily good. They read reviews and descriptions.
Overall, for the CIS this is a very risky tool, so as to recapture the costs of organics in the power of an overheated market is very difficult. Incentivized traffic, I would advise only to the West — there it works well.
3. Whether to go to the publishers?
Similar question — "to Search for investors?". Depends on your application and business objectives. Here a list of mobile publishers in CIS.
the
The marketing plan is customized for each application, but I am often asked to show an example. Tell how I would have allocated advertising budget for promotion in the CIS countries:
the
Example marketing plan one of my clients. And another good plan:
the
In the media there are practically no articles on the topic of mobile app promotion in the West, especially the practical materials. It is believed that today only the big publishers can afford an advertising campaign abroad, they say, it is expensive. I believe that the advancement in Europe and the United States — not so expensive, the main thing — to do it right. Ready to match words with their own experiences.
Speaking about the promotion in Europe and the United States, we will do the following:
the
you'll Also get three gifts:
Wanted to divide this part into two: promotion in Europe and promotion in the United States, but, when made for these markets detailed plans, I realized that they are very similar.
the
Less competition
In the Russian market now compete with skilled marketers with an excellent knowledge of the CIS market and the talented programmers who create high quality products. All this greatly fuels the market.
In Europe the competition is, oddly enough, are much lower, especially personnel. Accordingly, the market is less heated, and move much easier.
More vysokoprochnaja audience
It is an obvious fact — you should compare wages in the CIS and Europe. In the West they are significantly higher, especially given the current exchange rate. In addition, the European audience, in contrast to the CIS, used to pay for the content.
People are more socialized
Take for example Dating services. If Russia is to say that you met a girl for a permanent relationship on the Dating service — it's weird. And in the West it would be strange if you did not meet him on a Dating service (of course, I'm exaggerating). If your project involves communication base inside the app, for you as well as for the market, the European sozialisierung is a big plus.
Each country should be considered separately
Do not consider Europe as a separate entity — all tools should be viewed on a specific European country: choose the media and journalists to launch the campaign.
the
Thought to give you some narrow and unknown tools that you can use only in Germany or in Italy. But then I analyzed what spending time our Western audience in the smartphone, what sites she uses.
the
These sources cover most of the mobile traffic in the West. The set of sites is the same as in the CIS differs only in the format of working with them.
the Distribution of mobile traffic in North America
the
Let's start with the tool that can give a wide coverage at minimum cost for marketing — if done correctly. The algorithm works with the media we have already discussed in the article about the promotion in the CIS. The only difference is that in Europe and the US journalists are a little more spoiled, and they require a more personalized approach.
Gift — filled list of the media
The last two years working in the mobile industry I often promoted the various applications in the West, particularly in the media, and had made friends with the editors. All these two years I was your speak editors, their features, interests, contacts — everything you need to promote your app in the media. Now this list of more than 300 media. It can be said, exclusive.
For those who are promoting the mobile game, there are contact list 200 Western media that can to write about them.
the
The algorithm works with YouTube as described in the article about the promotion in the CIS. Western developers have realized the power of help and customize them for their advertising campaign, often giving priority to them, not the media. I like this tool for two reasons:
Gift — the list of YouTube-channels.
I already started writing a list of help and showed the format in which it is desirable to do. With this template you can pick up those people whose watching videos your target audience.
the
Also you found a list of 1000 help. We will start with the 300-th row to add them to our plate and fill in a prescribed pattern. Believe me, those efforts will pay you very low installation cost, wide coverage and loyal target audience.
the
In the above example the Russian market I have already discussed this tool. Mobile advertising network in the US and Europe are much more highly developed than in the CIS. If Russia has three of the monopolist, in the West a lot of ad networks that accumulate the most traffic: Facebook, Admob, InMobi, Chartboost, Vungle, Flurry.
If you have a good experience in working with ad networks and LTV you have more eCPI — you can safely move with the help of this tool. It is even possible to confine them to if things are going well.
When we promoted Dating service LoveTime in the West, we concentrated on the procurement of traffic advertising networks, and not even thought about advertising in the media, blogs, and so on, which was probably our mistake. However, this tool enough for us to pick up 6 million installations.
the
In my opinion, the best tool of all advertising networks. The principle is simple: you know the list of people who have paid in your application. Get their ID, phone or email and upload to Facebook. He will find people whose interests similar to the interests of your paying audience. The installation cost can reach 30-50% below.
It's not a complicated tool as it seems. Will take a couple days to study, given practice, but can greatly reduce you cost of installation and will give access to almost unlimited traffic.
If you still decided to engage in "Ad maths", then learn from "arbitration specialists" mobile traffic. They concentrate on the optimization of advertising campaigns thus to minimize eCPI.
theInstagram
The algorithm works with West Instagram accounts does not differ from that described in the article about CIS.
The power of Instagram to promote your app great. demonstrated MSQRD. Undoubtedly, the guys took off from for a great product, but a lever of growth was Instagram, but rather, the people who shared their videos and photos with masks MSQRD.
the
Quora is something like an analogue service "Ответы@Mail.ru" only much more functional. Working principle: create an account, find a theme for your application questions, such As "how to increase productivity", the detailed answer and in the end put a link to your app.
Also, Quora is great for finding partners, investors and publishers for your application. How to use Quora, you can read here. We promoted through this service Appintop, and this tool gave traffic comparable to the top articles in the Western media.
the
A great tool that will help new developers to get tips on improving your apps and hundreds of free plants. You will be able to analyze how behaves a Western audience in your app.
Find groups or forums that concentrate on surveys of mobile applications, and ask them to preview your application.
Gift — the list of groups and forums, where can free to do a review of your application.
the
To the West is something like Livejournal in the CIS, where people share their opinions. More youth and "hipster" option. Not a very hot tool that you can and should use to promote your app, if the theme allows it. The work is done on the same principle as with the media.
the
If in CIS, I do not advise to use it, then the West can and should do if they have the budget. Organics in Europe and the United States will be much higher. More likely you will block the money invested. Of course, only if your application fits at least every second or third person.
the
There are more articles that you can use Snapchat to promote your apps. Plus they recently rolled out some kind of advertising platform.
I myself am just starting to learn this tool. Best article on the topic of Snapchat. If you have experience with it in the West — be sure to write in the comments, it will be interesting to hear from you.
the
Something like YouTube for retsplejelov, plus the functionality of the donuts, making channels and so on. In almost no differences from YouTube. This tool is ideal if you promote the game.
the
55-60% European audience speaks English, but however, the application must localize. Think of yourself — most of you probably knows the English language, due to the specifics of our field. But you must admit that to use the application in their native language is much easier than in foreign.
If we are talking about the European market, locate the app you need in five languages: English, German, French, Italian, Spanish. These five languages cover more than 90% of the European market.
How to localize:
the
Before you start promotion in countries such as England, Italy, France, Germany, Spain, do a soft-launch in some smaller European country.
For example, in Portugal, before the promotion in Spain, or in Ireland before to promote the application in Britain. And then calmly, with customized internal mechanics and monetization to enter larger markets.
the
The plan is highly dependent on the specifics of your mobile app. Your skills in mobile marketing. Your budget and objectives. But I am often asked to show the "average hospital" plan.
How would I distribute the application to advance in the West:
the
Here sample plan for one of my clients. It is common, of course, we painted each tool in detail.
the
The purpose of this part is to provide a General understanding of what is, especially from leading Asian mobile markets: China, Japan and South Korea. That they represent a large part of the Asian market is about 94%.
Asian regions are quite different from each other. The difference between, for example, the mobile markets of China and Japan much more than between the markets of Germany and Russia. So as a single subject of Asia can not be viewed.
A good illustration of the large difference between the markets is at least the fact that the revenue per user in Japan is 8 times more than in China, but the Chinese market takes its volume in the country according to various estimates, from 360 million to 785 million mobile players.
Time differences between markets are significant, and the level of penetration of English is not as high as in Europe, it is imperative for each of the regions to localize graphics, and often the gameplay, starting as from market realities and local cultural diversity.
The order of promotion in the Asian market, I recommend the following: South Korea, Japan, China. From the relatively simple to the complex.
The first step towards localization in each of them, in my opinion, should become acquainted with local cash the top ten games. See how they made, how all is drawn, presented, and try to repeat in the framework of your project.
the
The most “simple” market listed in the article. He Asian like European and American. Accordingly, it is easier for self-promotion.
Features Korean market
the
the Social network in Korea
"Mental" game features:
1. People of all ages love to play mobile games. Absolutely normal to see 70-year-old Korean grandfather playing Clash of Clans.
2. Graphics should be as bright, it should prevail bright colors. This is true for all Asian countries, but Korea in particular.
3. Koreans love to give animals human qualities.
Favorite genres of Koreans according to AppLift:
the
the
the
Where he spent time with the Japanese audience with smartphones:
the
1. In Japan's modern pop culture revolves around manga and anime. This should be considered when adaptations of the project or at least its promotional materials.
2. The Japanese are very hazardous. Partly this is due to the success of the gacha mechanics-mechanics. More information about it can be read SDAs.
3. The main payment audience in Japan — men and women 35+.
TOP 5 most popular game genres in Japan:
the
the
the
habrahabr.ru
In this article you will find a large text (. TLD:DR!) on the progress of the application in the CIS, in Western markets and in Asia, with a detailed analysis of each market and a large number of useful links.
Stock up on tea and welcome to under the cat.
In the preparation of this paper helped Egor Karpov, consultant mobile app promotion AppBrain.
The purpose of this article to give you an understanding of how to build a marketing plan for your app in each of the regions. How to allocate the budget, what tools to use.
Start with Russia and the CIS, as it is the most familiar market for my readers, most of whom concentrated only on it. All of what I write below about Russia intersects with my videos on this topic, but everything in the article is a little more detail.
Examining the CIS market, I'll tell you:
the
-
the
- How to work with the Russian media; the
- How to work with RU advertising networks; the
- How to increase CTR in Russia and CIS countries; the
- features of promotion in these markets; the
- How to plan promote and distribute the budget.
In preparing this article, I wanted to do something to stand out against other "watery" articles about mobile marketing and to tell you about a special promotion tools in Russia and CIS: porn traffic, pop-under and other obscure channels. But then I regained common sense.
How to determine which channels to use for promotion? First consider where our audience is sitting, where she spends most of the time. Look at the first screen of your smartphone. No, seriously, right now take your smartphone and look at the first screen. In these applications you need 95% of the time when using the smartphone. In these applications you can find and sell you a new app.
the
On what platforms is the mobile audience of Russia and CIS
1. Sitting in social networks (Vkontakte, Facebook, Odnoklassniki, Twitter). Most of the time do we spend it in social networks. The mobile audience of the social media wins of the web is in the ratio 70% to 30%. Here are the stats for September 2015 — now the numbers are even more interesting.
2. Watching a video on YouTube. Percentage of mobile audience can be seen in the diagram.
3. Reads sites. For the most part this media.
4. Leafs Instagram.
5. Playing games.
No need to invent anything — the mobile audience, you need to look at these sites.
the
media
All who follow my material know that I am not indifferent to the media. They can give huge coverage at minimal cost a budget — of course, provided that you do it correctly. I have a video on how to work with the media, will soon write separate article about this tool. Very brief talk about the work with this channel:
1. Make a list of the publications in which you plan to move. Think that's reading your audience. Don't make the mistake of most startups and not focus exclusively on digital publications — look wider. You have a female audience? The choice is clear — women's magazines.
I would love to show you an example of signs with promotion in the media, but I can't for ethical reasons: we communicate very well with most editors and don't want to show their contact details. So, the structure is:
the
-
the
- link to media; the
- the name of the editor; the
- of his contacts (the more the better);
what message should be in the article to please the editor.
2. Write directly to the editor. No "Dear editor" — make the letter as an individual. Consider the interests of a specific editor to whom you are writing, and the interests of its audience.
3. Fill the table after announcements. Record, how to respond to the editor how long he answered, what was the effect of the publication, and so on. You it is very useful in the future.
Speak online publications who can write about your app.
the
YouTube
Also very sympathetic to this tool. Why? It's simple. First, it is a low eCPI (effective cost of installation).
CIS is still undervalued tool for promoting applications, in contrast to the West, where the developers spend much more time and effort on promotion in YouTube blogs than in the media. Therefore, the cost of the review from Russian blogger can be quite low, and the review of your application for some 10 thousand rubles will see 100 thousand people. It's very cheap. Speaking specifically in numbers: with the right approach eCPI from YouTube can come in 3-5 times cheaper, than from an ad network.
Secondly, this is a high LTV. Obviously, your app will download people who are already superficially familiar with it, know what to expect and how to use it. In this respect, the audience loyalty will be much higher than when using any other tool. Respectively, significantly higher and the LTV.
the
How to work with bloggers
1. Make and take table is the same as with the media. Think of your audience: what is she watching?
2. It is important to let the blogger to do a review as honest. If something in the app it doesn't like — let him say it. In any case, beyond it will not work. Advertising in the CIS is not particularly like, so the more honest the review, the better.
Remember Flappy Bird? The game got such a sharp increase due to the reviews on YouTube, and believe me, they described its benefits. There's every other word was obscene, and at the end of the video flying into the wall.
3. The price and contact bloggers can learn writing them a letter in the mail. Address they usually leave in the About tab on YouTube.
For example — top 100 bloggers CIS that can tell you about your application. You can safely begin with a 30-th line further down.
the
Advertising network
I will not dwell on this instrument: I have a separate video on how to work with paid traffic sources. We need only say that this is a game in math. A simple formula for success with paid tools — LTV > eCPI. In the "game" involved almost all the top world developers, but this does not mean that this tool need to use everyone, rather the opposite.
I suggest to use this tool only when you need very precise targeting, and you have grown to a level where other promotional tools is not enough. Need a continual flow of traffic, and all internal mechanics of the application details debugged. But if you are, let's get to the numbers:
1. Advertising network in the CIS:
the
-
the
- myTarget — 80%; the
- Google AdMob — 10%. the
- Facebook — 10%.
2. In the CIS can receive up to 10 thousand units per day with advertising networks.
3. eCPI varies from $0.5 to $3 depending on the application and how well the advertising campaign is configured.
CTR in CIS in the advertising networks can reach up to 10%. Someone who has already launched an advertising campaign that, to put it mildly, to doubt, because the average CTR comes, God forbid, to 3%. But 10% or even 20% is a real number. Better all how to fix this mobile arbitrazhnyi — their blogs, I suggest to read to those who want to minimize installation costs through the ad networks.
the
How to increase CTR of a mobile banner
First and foremost is to remind you of the fact as "ad blindness". Our compatriots have already subconsciously know where will is, and pass it — the CIS it is much more developed than in any other countries. All of the following methods will be directed to your banners "advertising blindness" has not worked.
1. A parasite on the well-known brands.
Especially effective bunch of well-known brand and the target audience of his fans. How it works: you find in "Vkontakte" several groups dedicated to "Star wars", with a total audience of 3 million users. Add in your banner advertising of the characters from "Star wars" and by using targeting Unscrew the banner just for this audience. It will greatly increase your CTR and consequently a much lower installation cost.
2. The picture involves viewing — the text on the banner or over it prompts to action. This is the basic principle of mobile banner.
3. Use custom contrast. Just raise the brightness of your advertising banner in a graphics editor — this will already allow us to distinguish you from the news feed of the user.
4. Use a non-standard combination. Blue strawberry, red bananas — all the things that "breaks" people's brains and distracting from the overall advertising noise. This will allow you to delay on itself the gaze of the user.
5. Use in promotional materials for the slang of your target audience. for Example, your audience is teenagers between 12 and 17 years. Learn their slang and add it to your banner. Again, this will stop their eyes on the banner and also would break the "advertising wall": you have them speak the same language.
6. Use trends. has more recently been enormous media hype around the film "Deadpool". All who used it in their materials, it has benefited in the conversion.
the
Groups "Vkontakte"
Excellent, moderately undervalued tool that can give very low cost of installation with almost unlimited volumes. There are also extensive possibilities for targeting, and as narrow as possible. Right now I'm working on promoting the application client in St. Petersburg, and one of our main tools is the "Vkontakte" group: here, the maximum coverage and the lowest eCPI.
To search for sites I used a service Sociate. Their search allows an extremely targeted group of audience that you need. For this task it is absolutely free. The service allows you to buy advertising in these groups and to analysis of each publication, which takes a Commission of about 30%. But in our case we are placed directly through the editors, Analytics lead at my side.
Tell us about analytical services. Here are the settings sharding:
It is possible to segment the resulting group on a price per 1,000 views, audience engagement, number of subscribers and so on. I suggest to watch it on CPM.
the
Two years ago I was told at seminars that YouTube — a smart tool for the promotion of the application. At that time, due to the low advertising demand, you could buy a review for a penny and get a huge number of installations. Now the market has changed, and power of YouTube has realized many advertisers.
Now I say that the most underrated tool for marketing of apps — Instagram. And I don't mean their advertising platform, which is still raw and has too high cost of installation and promotional recordings directly in the accounts. Instagram can now let the volume and targeting capabilities comparable groups in "Vkontakte", the installation costs can be lower at times.
You make a list of well-known Instagram accounts, which can be signed by your target audience. Don't take TV stars: they have either too high prices for publication, or they don't sell ads in your account. In addition to these very hard to reach. Make a list of accounts known bloggers and groups (example is below). Contact them easier, and the cost of entry will be much lower.
Live case: right now I'm promoting one of the applications with geolocation on St. Petersburg, and Instagram — the most powerful tool for us. What is the process of searching and posting:
1. Sociate in Instagram and choose set segmentation.
2. Get a list of sites and unload them in CSV, then in Excel. In the end I have a list of about 50 sites, with indicators of engagement and cost of entry. Location — St. Petersburg.
3. Forgive me Sociate — I love to save money and go to write everyone a personal message in Instagram. Agree on a publication and track the results.
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Case MSQRD
Another cool case that can demonstrate the power of Instagram to promote the app MSQRD.
The app, which invested my good friend Nikolai Davydov, gained little less than 10 million units in two months. The point is simple: it allows you to impose the image of their face various masks and record it on video or take pictures.
According to Nikolai Davydov, to promote the application was not spent a penny — the whole marketing was based solely on word of mouth. Virality provided it is Instagram: famous people with millions of subscribers were posted to my account videos or pictures with masks MSQRD. All three liked the idea of the app and they downloaded it for themselves: in the lower right corner of each posted pictures or videos posted word MSQRD.
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"Ответы@Mail.ru"
A great tool for promotion, easy and free. It is strange that very few people use it. Perhaps you've noticed that references to "Ответы@Mail.ru" stand very high on many search queries. We can use this to their advantage, and it is absolutely free.
If very briefly, the process of working with "Ответами@Mail.ru" is like this. We create two accounts. With the first account create a pool of questions related to your application that are compiled in advance, based on analysts Yandex Wordstat.
For example, you app food delivery in Moscow. You publish the pool of questions:
the
-
the
- Where to order pizza in Moscow? the
- Where to order sushi in Moscow? the
- , Moscow.
From the second account themselves these questions are answered: "it is best through the app X to suggest". With the first account choose this answer the best, which automatically makes it first. Example:
So you can be up to 30 or more queries, and a small part of them could get to the top and collect free traffic.
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advanced questions
1. Conduct their own social networking groups?
My opinion does not coincide with the majority opinion of "experts". Of course, much easier to say: vbuhivayut money in the conduct of their groups, and someday it will pay off, but I don't believe it.
In my experience, investments in the management of their groups did not pay off. The cost of living subscriber can start from five roubles, besides, you simply have nothing to catch. Entertainment content it receives in the other groups, and to read the news about your application he is not interested — unless he's a fan. Better spend the money on the promotion of the groups already collected by the target audience. This will give a much greater effect.
I believe that the application group is needed for technical support in social networks and for news and releases — who is interested, he will sign up himself.
2. Whether you want CIS to use incentivized traffic?
Only if your app is interesting for every second person, that is broad in scope. Also you will need to work on my page in the app store: users already know what app in the top is not necessarily good. They read reviews and descriptions.
Overall, for the CIS this is a very risky tool, so as to recapture the costs of organics in the power of an overheated market is very difficult. Incentivized traffic, I would advise only to the West — there it works well.
3. Whether to go to the publishers?
Similar question — "to Search for investors?". Depends on your application and business objectives. Here a list of mobile publishers in CIS.
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Example of marketing plan in the CIS countries
The marketing plan is customized for each application, but I am often asked to show an example. Tell how I would have allocated advertising budget for promotion in the CIS countries:
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the
- YouTube — 20%; the
- Groups "Vkontakte" — 20%; the
- Instagram — 20%; the
- media — 15%; the
- Ad network — 15%; the
- Rest (incentivised traffic, ASO, spam and so on) — 10%;
Example marketing plan one of my clients. And another good plan:
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the United States and Europe
In the media there are practically no articles on the topic of mobile app promotion in the West, especially the practical materials. It is believed that today only the big publishers can afford an advertising campaign abroad, they say, it is expensive. I believe that the advancement in Europe and the United States — not so expensive, the main thing — to do it right. Ready to match words with their own experiences.
Speaking about the promotion in Europe and the United States, we will do the following:
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the
- Prepare the promotion plan, based on your budget and objectives; the
- Understand how to work with the media. A gift from me with a detailed media contact; the
- will Examine how to work with ad networks; the
- mark the features of promotion in Europe and the United States. Understand where and how to localize the application.
you'll Also get three gifts:
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the
- List of more than 300 Western editors with all contacts; the
- List of Western help, which overlook mobile applications; the
- List of West forum where they are free to do a review of the application.
Wanted to divide this part into two: promotion in Europe and promotion in the United States, but, when made for these markets detailed plans, I realized that they are very similar.
the
features of promotion in Europe
Less competition
In the Russian market now compete with skilled marketers with an excellent knowledge of the CIS market and the talented programmers who create high quality products. All this greatly fuels the market.
In Europe the competition is, oddly enough, are much lower, especially personnel. Accordingly, the market is less heated, and move much easier.
More vysokoprochnaja audience
It is an obvious fact — you should compare wages in the CIS and Europe. In the West they are significantly higher, especially given the current exchange rate. In addition, the European audience, in contrast to the CIS, used to pay for the content.
People are more socialized
Take for example Dating services. If Russia is to say that you met a girl for a permanent relationship on the Dating service — it's weird. And in the West it would be strange if you did not meet him on a Dating service (of course, I'm exaggerating). If your project involves communication base inside the app, for you as well as for the market, the European sozialisierung is a big plus.
Each country should be considered separately
Do not consider Europe as a separate entity — all tools should be viewed on a specific European country: choose the media and journalists to launch the campaign.
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our audience
Thought to give you some narrow and unknown tools that you can use only in Germany or in Italy. But then I analyzed what spending time our Western audience in the smartphone, what sites she uses.
the
-
the
- Social networks (Facebook, Twitter); the
- YouTube; the
- Mobile web mostly for reading media;
- Mobile game.
Instagram; the
These sources cover most of the mobile traffic in the West. The set of sites is the same as in the CIS differs only in the format of working with them.
the Distribution of mobile traffic in North America
the
media
Let's start with the tool that can give a wide coverage at minimum cost for marketing — if done correctly. The algorithm works with the media we have already discussed in the article about the promotion in the CIS. The only difference is that in Europe and the US journalists are a little more spoiled, and they require a more personalized approach.
Gift — filled list of the media
The last two years working in the mobile industry I often promoted the various applications in the West, particularly in the media, and had made friends with the editors. All these two years I was your speak editors, their features, interests, contacts — everything you need to promote your app in the media. Now this list of more than 300 media. It can be said, exclusive.
For those who are promoting the mobile game, there are contact list 200 Western media that can to write about them.
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YouTube
The algorithm works with YouTube as described in the article about the promotion in the CIS. Western developers have realized the power of help and customize them for their advertising campaign, often giving priority to them, not the media. I like this tool for two reasons:
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the
- Low eCPI. With the right approach eCPI YouTube can get 3-5 times cheaper than any advertising network. the
- High LTV. The obvious fact that your app will download people who are already superficially familiar with it and know what to expect and how to use it. Loyalty to the higher LTV.
Gift — the list of YouTube-channels.
I already started writing a list of help and showed the format in which it is desirable to do. With this template you can pick up those people whose watching videos your target audience.
the
- Channels where you are free to move. the
- Channels, where they like to overlook the mobile application.
a Few hundred YouTube channels. the
Also you found a list of 1000 help. We will start with the 300-th row to add them to our plate and fill in a prescribed pattern. Believe me, those efforts will pay you very low installation cost, wide coverage and loyal target audience.
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Advertising network
In the above example the Russian market I have already discussed this tool. Mobile advertising network in the US and Europe are much more highly developed than in the CIS. If Russia has three of the monopolist, in the West a lot of ad networks that accumulate the most traffic: Facebook, Admob, InMobi, Chartboost, Vungle, Flurry.
If you have a good experience in working with ad networks and LTV you have more eCPI — you can safely move with the help of this tool. It is even possible to confine them to if things are going well.
When we promoted Dating service LoveTime in the West, we concentrated on the procurement of traffic advertising networks, and not even thought about advertising in the media, blogs, and so on, which was probably our mistake. However, this tool enough for us to pick up 6 million installations.
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Facebook Lookalike
In my opinion, the best tool of all advertising networks. The principle is simple: you know the list of people who have paid in your application. Get their ID, phone or email and upload to Facebook. He will find people whose interests similar to the interests of your paying audience. The installation cost can reach 30-50% below.
It's not a complicated tool as it seems. Will take a couple days to study, given practice, but can greatly reduce you cost of installation and will give access to almost unlimited traffic.
If you still decided to engage in "Ad maths", then learn from "arbitration specialists" mobile traffic. They concentrate on the optimization of advertising campaigns thus to minimize eCPI.
the
The algorithm works with West Instagram accounts does not differ from that described in the article about CIS.
The power of Instagram to promote your app great. demonstrated MSQRD. Undoubtedly, the guys took off from for a great product, but a lever of growth was Instagram, but rather, the people who shared their videos and photos with masks MSQRD.
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Quora
Quora is something like an analogue service "Ответы@Mail.ru" only much more functional. Working principle: create an account, find a theme for your application questions, such As "how to increase productivity", the detailed answer and in the end put a link to your app.
Also, Quora is great for finding partners, investors and publishers for your application. How to use Quora, you can read here. We promoted through this service Appintop, and this tool gave traffic comparable to the top articles in the Western media.
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Related to your application
A great tool that will help new developers to get tips on improving your apps and hundreds of free plants. You will be able to analyze how behaves a Western audience in your app.
Find groups or forums that concentrate on surveys of mobile applications, and ask them to preview your application.
Gift — the list of groups and forums, where can free to do a review of your application.
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Tumblr
To the West is something like Livejournal in the CIS, where people share their opinions. More youth and "hipster" option. Not a very hot tool that you can and should use to promote your app, if the theme allows it. The work is done on the same principle as with the media.
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Vincent-traffic in Europe
If in CIS, I do not advise to use it, then the West can and should do if they have the budget. Organics in Europe and the United States will be much higher. More likely you will block the money invested. Of course, only if your application fits at least every second or third person.
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Snapchat
There are more articles that you can use Snapchat to promote your apps. Plus they recently rolled out some kind of advertising platform.
I myself am just starting to learn this tool. Best article on the topic of Snapchat. If you have experience with it in the West — be sure to write in the comments, it will be interesting to hear from you.
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Twitch
Something like YouTube for retsplejelov, plus the functionality of the donuts, making channels and so on. In almost no differences from YouTube. This tool is ideal if you promote the game.
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Localization
55-60% European audience speaks English, but however, the application must localize. Think of yourself — most of you probably knows the English language, due to the specifics of our field. But you must admit that to use the application in their native language is much easier than in foreign.
If we are talking about the European market, locate the app you need in five languages: English, German, French, Italian, Spanish. These five languages cover more than 90% of the European market.
How to localize:
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the
- to Contact the agencies; the
- to Give up on freelancing, but then must be focus groups and propritery (locals who will be able to see and verify the correct localization); the
- be Sure to do the description and skrinshoty applications for each country. It's not such hard work, but that can greatly increase conversion setup application.
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Soft launch
Before you start promotion in countries such as England, Italy, France, Germany, Spain, do a soft-launch in some smaller European country.
For example, in Portugal, before the promotion in Spain, or in Ireland before to promote the application in Britain. And then calmly, with customized internal mechanics and monetization to enter larger markets.
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an Example of a plan in the US and Europe
The plan is highly dependent on the specifics of your mobile app. Your skills in mobile marketing. Your budget and objectives. But I am often asked to show the "average hospital" plan.
How would I distribute the application to advance in the West:
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the
- 25% of YouTube; the
- 25% — Instagram; the
- 15% — media; the
- 15% — ad network; the
- 10% — Tumblr, and Twitch; the
- 10% — ASO, Incent, Quora.
Here sample plan for one of my clients. It is common, of course, we painted each tool in detail.
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Promotion in Asia
The purpose of this part is to provide a General understanding of what is, especially from leading Asian mobile markets: China, Japan and South Korea. That they represent a large part of the Asian market is about 94%.
Asian regions are quite different from each other. The difference between, for example, the mobile markets of China and Japan much more than between the markets of Germany and Russia. So as a single subject of Asia can not be viewed.
A good illustration of the large difference between the markets is at least the fact that the revenue per user in Japan is 8 times more than in China, but the Chinese market takes its volume in the country according to various estimates, from 360 million to 785 million mobile players.
Time differences between markets are significant, and the level of penetration of English is not as high as in Europe, it is imperative for each of the regions to localize graphics, and often the gameplay, starting as from market realities and local cultural diversity.
The order of promotion in the Asian market, I recommend the following: South Korea, Japan, China. From the relatively simple to the complex.
The first step towards localization in each of them, in my opinion, should become acquainted with local cash the top ten games. See how they made, how all is drawn, presented, and try to repeat in the framework of your project.
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South Korea
The most “simple” market listed in the article. He Asian like European and American. Accordingly, it is easier for self-promotion.
Features Korean market
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- Transparent conditions for market entry; the
- Dominate three of the app store: Kakao, the App Store and Google Play. the
- Kakao installed on 95% of mobile devices; the
- 85% of devices are running Android;
- On our experience reaching the TOP 10 Overall Korea was worth 3 times cheaper than similar item in the United States. Plus, access to TOP Korean was 2 times more efficient, in terms of organic growth; the
- Before you get to TOP and do a product launch in Korea, you need to carefully optimize the page of the app in the store on the subject of cultural characteristics of Koreans, to consider their tetraphobia (fear of numbers), etc. Definitely need propritery (locals who will be able to test the correctness of localization);
Koreans are good at English but due to cultural features definitely need at least a language localization; the
the Social network in Korea
"Mental" game features:
1. People of all ages love to play mobile games. Absolutely normal to see 70-year-old Korean grandfather playing Clash of Clans.
2. Graphics should be as bright, it should prevail bright colors. This is true for all Asian countries, but Korea in particular.
3. Koreans love to give animals human qualities.
Favorite genres of Koreans according to AppLift:
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the
- Puzzles, the
- Race; the
- Simulation; the
- Action; the
- Strategy.
the
How to enter Korean market:
the
-
the
- and need to go to the Korean market on their own; the
- marketing Plan is very similar to those in Europe and the United States. Work here the same tools as in the European markets; the
- works Well TOP. A high percentage of organic matter.
the
Japan
-
the
- , the Japanese mobile games market closer to market in South Korea than Chinese; the
- Japanese gaming audience are very well paid (according to EEDAR, on average, $9,39 per month, versus $5,91 that leave monthly Korean players); the
- ARPPU ~$50 — the highest in the world; the
- needs a very good support. The Japanese are fastidious. Often write in support. Very upset, not receiving an answer;
- Five major stores: Mobage, the App Store, Google Play, Line and Mixi;
the Japanese will sit in your game as long as possible until you are buying everything they can. But they will act only if they understand that you are ready to develop your app, if you have a good Support and you are constantly updating the game; the
Where he spent time with the Japanese audience with smartphones:
the
the"Mental" game features:
1. In Japan's modern pop culture revolves around manga and anime. This should be considered when adaptations of the project or at least its promotional materials.
2. The Japanese are very hazardous. Partly this is due to the success of the gacha mechanics-mechanics. More information about it can be read SDAs.
3. The main payment audience in Japan — men and women 35+.
TOP 5 most popular game genres in Japan:
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the
- RPG; the
- Puzzles, the
- Simulation; the
- Action; the
- Card game.
the
How to get in Japan
the
-
the
- you Can go out on their own, but still it is desirable to have in Japan, local representative, and even better — the publisher. the
- Required language localization.
the
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