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readwriteweb:GetJar首席营销官总结十种应用销售渠道

发布时间:2010-11-18 17:45:12 Tags:,,,,

最近在美国旧金山举行的“Open Mobile Summit”大会上,全球第二大应用商店GetJar的首席营销官帕特里克·莫克(Patrick Mork)在一个讨论环节中,向与会开发商介绍了多种应用销售途径,鼓励他们利用多种资源销售产品,他表示,“选择越多越好。”主要观点摘录如下:

app stores

app stores

1.应用商店/应用推荐网站

开发商首选的销售渠道当然是应用商店,不过在应用商店遍地开花的今天,大家的选择越来越多,并不仅限于iTunes上的App Store,比如说Android Market、诺基亚的Ovi Store、微软的Windows Phone Marketplace,另外还有一些独立应用商店(如GetJar)、运营商应用商店、手机应用商店、平板电脑应用商店以及Amazon将推出的Android app store等等。

虽然莫克并没有细评应用推荐网站,但我们在此建议开发商也可以选择一些可靠的网站作为分销渠道。据我们所知,应用推荐网站非常有助于推动下载量。例如,具有应用服务推荐和搜索功能的网站Appoke,AppStoreHQ等,应用推荐引擎appESP、Applolicious、Chomp、AppsFire、AppBrain、Appboy、AppAware、Smokin Apps、iApps.in等;可查看Facebook好友使用产品的跨平台应用推荐引擎16apps、 Apptism、Freshapps、ScatterTree、Frenzapp;专为开发商打造的推荐平台Sidebar;iPhone应用推荐平台Chorus和Appsaurus等等。

Appolicious

Appolicious

2.将应用预装到手机平台

怎样才能让自己的产品成为手机的原始配套应用?那就是你自已掏钱给手机厂商。虽然这笔费用很高,但这种预装手段对应用销售来说却是“极其管用的方式”。每8到10款的应用中,仅有1款应用可以获得预装资格。即使你预装的只是一个应用样本,后面的付费转化率也会很高。GetJar表示这种付费转化率高达25%。

3.优化应用搜索渠道

应用开发商必须通过传统搜索引擎优化自己的网站,将网站访问率转化为应用下载量。GetJar提供了一个网页微件,可以贴到手机网站或Facebook页面,为用户指明GetJar最热门的应用。除此之外,GetJar的链接还可以自动根据用户的手机配置情况,推荐最适合的应用版本。这就提高了终端用户的操作体验,他们不需要考虑自己的手机型号、操作系统等配置问题,只要直接点击链接,就能找到适用的产品。这些链接可使用于Facebook页面、YouTube网站、Twitter帐号或开发商的其他任何运营渠道。

4.专业性媒体报道

另一种有效方式就是提高应用的媒体曝光率,尤其要注意选择那些具有权威性、专门评价应用的媒体。莫克表示,“多数人低估了公共关系的作用,在你想吸引用户时,这一点尤为重要”,他认为开发商很有必要配备一名公关人员。另外,让相关应用消息首先在网络曝光,然后通过Facebook、Twitter等社交渠道进行病毒式传播,这种方法也不容忽视。

5.网络广告

莫克表示,网络广告对推动流量、提高知名度都很有效,但是这种手段的劣势在于,你可以追踪点击率,但无法追踪应用下载量。

tapjoy

tapjoy

6.按安装次数付费(Pay-Per-Installs)

莫克还推荐开发商使用Tapjoy网站的功能(这一点可能有点争议),Tapjoy原名是Offerpal,去年因欺骗性广告事件而备受遣责,现在该公司洗心革面,改面了发展策略。他们称Tapjoy的定位是“一款应用推荐和促销引擎,用虚拟商品和虚拟货币奖励已安装某款应用,并正在试用其他产品的用户。”目前使用了该网站服务的手机平台有8000万部,每月应用安装量达数百万次。

GetJar本身也提供按下载次数付费(pay-per-download)的广告赞助解决方案,让开发商根据下载次数,出价竞购GetJar应用商店的黄金广告位。开发商还可以自己设定每日最大广告预算,使用GetJar的独家信息服务,推动基于地区、手机或运营商定位的多种促销活动。这种解决方案的竞标系统与谷歌AdWords提供的服务类似。

7.免费发放应用

对应用产品进行限时免费促销同样是行之有效的手段,GetJar推出了“GetJar+”这项试点工程,让开发商供应无广告、无注册要求或其他附加条件的高级应用,然后GetJar会付钱给开发商,在某一特定时段,将这些应用无偿供应给网站访问者,并通过在线广告收回成本。

OpenFeint-logo

OpenFeint-logo

8.手机游戏平台OpenFeint

OpenFeint为用户提供了一些免费游戏的下载服务,虽然目前仅面向iPhone和Android用户开放,但如果你的手机游戏加入了这个平台,它的曝光率肯定会大大提升。

9.开发网络版手机应用

创造一款以HTML5编写的手机应用网络版,有助于打开智能手机平台之外的产品销路。莫克表示,你可以像原始手机应用一样,将网络版应用投放到GetJar。上传操作流程仍然不变,只要将URL、产品描述、图片等内容添加到GetJar网站就成,当用户点击安装这款应用时,安装程序就会在主界面显示,这一点与原始手机应用无异,大多数用户根本不会发现它是一个网络版本。这种方法不但能帮助你向新平台推广应用,而且你还可以根据网络版的分析数据,决定下一个发展平台。

10.电视广告

登电视广告并不总是需要花大价钱,尤其是那些非高峰期的本地节目时段。这种方法可能并不一定很有效,不过,观众都已经受够之前在电视媒体播出的大量手机铃声、壁纸之类让大家掏钱的广告。所以,你的广告如果明确指出,用户不需要花钱,只要发送短信就能获得应用下载链接,应该就会取得不错的效果。电视广告的另一个好处在于,它的受众面更广,曝光率更高。只是要记住,采用这种方式一定要量力而行。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

10 Distribution Channels for Mobile Applications

At the recent Open Mobile Summit in San Francisco, Patrick Mork, CMO of the second largest mobile application store GetJar, detailed a number of ways developers can distribute their mobile applications.  In a breakout session he led, entitled “Monetization and Acquisition in App Stores,” Mork discussed the large number of channels now available to application developers for distributing apps, and encouraged them to utilize as many channels as resources allow. “Broader is better,” he said.

1. App Stores/Recommendation Sites

The first and most obvious choice is “app stores” as a distribution channel. Of course, today that doesn’t just mean iTunes. There are a large number of app stores out there, including app stores for non-Apple platforms like the Android Market, Nokia’s Ovi Store, Microsoft’s Windows Phone Marketplace and others, plus independent app stores (like GetJar), carrier app stores, device app stores, tablet app stores, Amazon’s forthcoming Android app store and more.

Although Mork didn’t go into detail on application recommendation sites, we can suggest these as another viable distribution method. App recommendation sites are doing a great job at driving downloads, we’ve found. Some app recommendation sites and services to check out include Appoke, a new combo Android app, store and social network, AppStoreHQ and its recommendation engine at appESP, Applolicious, Chomp, AppsFire, AppBrain, Appboy, AppAware, Smokin Apps, iApps.in, a forthcoming semantic search engine for apps (yes!), 16apps, Apptism, Freshapps, ScatterTree, Frenzapp, a cross-platform app and recommendation engine that looks at what your Facebook friends like, Sidebar, a recommendations platform for developers, Chorus and Appsaurus, iPhone apps and recommendations platforms and others (who did we forget?).

2. Pre-Loads

How do you get to be a pre-loaded app on a device? You pay. While the fee will be sharp, pre-loads are still a “very effective channel” for application distribution. Apps pre-installed on a handset are usually only one of 8 to 10 apps on that channel. Even if your pre-load is only a demo version, conversion rates are high. GetJar says it has seen conversion as high as 25%.

3. Optimize Search Discovery and the Channels You Own

Application developers should also optimize their websites for discovery through traditional search engines and then convert website visitors to application downloaders. GetJar provides a Web-based widget which can be pasted onto mobile websites or Facebook pages to point visitors to the hosted app at GetJar. In addition, GetJar links, when viewed from mobile devices can automatically detect the handset a visitor arrives from and then point them to the correct version of the app. This improves the experience for the end user because they don’t need to know anything about their device type, like OS or model. They just click a link. Those links can be used on a website, Facebook page, YouTube site, Twitter account or any other channel a developer operates.

4. Specialist Press

Another good way to get your application out there is having it reviewed by press, especially those who review apps exclusively. “People underestimate the power of PR,” said Mork, “especially if you’re targeting consumers.” Dollar-per-dollar, there’s no better value than leveraging a PR agency, Mork stated. And the news which begins on the Web, spreads virally through social channels like Facebook and Twitter, too.

5. Ad Networks

Ad networks can be useful for driving traffic to a particular place or driving awareness in general, said Mork. However, the downside to using ad networks is that while you can track clicks, you can’t always track referrals all the way to the application download.

6. Pay-Per-Installs

Mork also recommended the use of sites like the (somewhat controversial) Tapjoy. Formerly known as Offerpal, the company was in hot water last year for using deceptive advertising. Now, the company has rebranded and changed its emphasis. Today, the company says its “a recommendation-driven promotion engine that rewards users with virtual goods or virtual currency in one app for installing and trying another app.” It reaches 80 million mobile devices and enables millions of installs per month, the company tells us.

GetJar itself offers a PPD (pay-per-download) advertising solution that offers developers the opportunity to bid for premium catalogue placement per download in GetJar’s store and distribution channels. Developers can also set their own maximum daily budgets, run multiple campaigns each with its own unique messaging and/or geo-target their campaign by country, handset or carrier. The PPD solution operates on a bidding system much like Google’s AdWords does.

7. App Giveaways

Offering a certain number of free downloads for a limited time can also be an effective method for distributing apps. GetJar is now offering to support giveaways through a pilot project called GetJar+ which allows developers to offer premium mobile apps with no ads, registrations or other catches for free during limited promotions. GetJar pays the developer for the apps, then gives them away for free to site visitors, recouping its investment though on-site advertising.

8. Openfeint (For Games)

Openfeint is a mobile social network for gamers which lets users download a certain number of games for free. Although only available on iPhone and Android for now, participating in the network can provide great exposure for your mobile game.

9. Create a Mobile Web Version of Your App

Creating a mobile Web version, coded in HTML 5, is a great way to enable wide distribution outside of the smartphone audience. You can add your Web app to GetJar, just like any other native application, said Mork. The upload process is the same – you add the URL to the site, the description, graphics, etc. and when the uses clicks to install the app, it will appear on the homescreen just like any other one. Most users won’t even realize it’s a Web application. Not only does this enable distribution of the app to new platforms, you can use analytics from your Web application to determine what platform to build for next.

10. TV Ads

TV ads don’t have to be that expensive, especially if you buy local programming in off-peak hours. They’re not as good for selling content, however – people are wary of being billed for content thanks to a number of deceptive ringtone/wallpaper-type ads that have used this medium previously. However, if your commercial makes it clear that you won’t bill users for anything but the text message they send to get the link to the app, there can be a good response. Another benefit to TV ads is that it provides more visibility with carriers. Just remember, the economics have to work for this to be worth your while.(source:readwriteweb)


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