Cost Benefit Analysis

A cost benefit analysis is a process to help you understand the total anticipated costs of your app development project as compared to the total expected financial benefits. This analysis will help you determine if this project is worthwhile for you as an independent developer or your development team. If the results of your analysis show that your financial benefits outweigh the costs, you can proceed with the development of your app with greater confidence. For simplicity sake, the Android...

Search for Synonyms

If you've found a few words that might work for your app name, you can also check for synonyms to see if there are any similar words that might work even better for your app name. You can use the thesaurus in Microsoft Word to get started with Figure 5.8 The app Face Melter plays off of the ubiquitous success of Photoshop. Figure 5.8 The app Face Melter plays off of the ubiquitous success of Photoshop. similar words, or you can go to one of many thesaurus websites, such as www.the-saurus.com....

Cross Selling

Figure 16.2 The Shotgun app invites the user to purchase the paid version to avoid further ads. Another way to cross-sell is to provide an announcement to purchase other apps within your app. You can provide a separate screen with your other apps to promote within the app your buyer already has. Also, some developers have formed consortiums to help each other sell their app. This is something you would have to arrange between fellow developers because Google does not provide a means to handle...

Tie Your App to Part of a Wider Solution

Perhaps the most popular category of apps is that of social networking-related apps. Any time there is a powerful and well-known Internet application such as Facebook, Twitter, MySpace, LinkedIn, and others, there is an opportunity for you to create an ancillary app to one of these (and many more) Web 2.0 technologies. Look for ways to add value to these applications and you may be able to create a blockbuster app that people will purchase to help them use these other technologies. Figure 2.9...

Free Apps with

Some developers have found success by building free apps with ads. Their strategy is to make money by achieving huge downloads for their apps and selling ad space on them. Companies that wish to advertise on the new emerging mobile platform can utilize mobile ad platforms and bid on ad placement just like with Google AdWords. This can be profitable for you as a developer if your apps achieve significant downloads and lots of users click through on ads displayed by your apps. Some developers...

Managing Your App Marketing Activities

To reiterate, you need to manage your marketing activities. Use your marketing plan to write down what you want to accomplish and when. Your marketing plan will help you to chart and track your initiatives. You can also use your marketing plan as a tool to review how many marketing projects you've implemented and their levels of success. You could also use a checklist to keep track of what you need to do and when to implement an Android marketing activity. You should also set up an...

Your App in Traditional Media Newspapers Radio TV

You might think it's crazy to pursue these options, but let's look at a few ways you can get free press on TV or in your newspaper. You have to approach this from the standpoint that newspapers and local television stations are always looking for stories that will be of strong interest to their reading or viewing audience. If your application is newsworthy or could fit into one of their columns or news segments, then you've got a shot at getting some free publicity for your app. Naturally, if...

The Four Questions

You need to answer four questions to help you define your app's unique value and create a unique selling proposition. The answers to these questions become the pillars of your marketing efforts and should be incorporated into your overall marketing plan for maximum success What are the key features of your Android app What are the benefits of your Android app What is unique about your app Your marketing message matters now more than ever. With more than 70,000 Android apps for sale, you must do...

Identifying Your Apps Unique Value

In this chapter you will learn the criteria and steps required to develop a unique selling proposition, including details on understanding your application's unique qualities, strengths, weaknesses, and competitive selling points. Working through these steps will provide you a messaging platform that you will use through all of your marketing programs. What is really meant by marketing To many developers, marketing typically means two things advertising and selling. However, marketing is really...

Twenty Five Essential Android Marketing Activities

You can use numerous marketing activities to gain exposure and sales for your app. Because the Android Market and Android apps are relatively new in the world of commerce, there is a learning curve in understanding what works and what doesn't for marketing apps through the store and from your own product website. In this chapter we'll discuss 25 Android marketing activities that are essential to your sales success. Some of these activities we have discussed in more detail in other chapters, but...

Creating Electronic Word of Mouth

As mentioned many times in this book, getting your app approved for sale on the Android Market is only the first step (and probably the easiest) in the selling process. It takes a special mix of marketing activities to get your app noticed and to produce consistent sales success. Each marketing activity discussed in this chapter, when well executed, will contribute to more downloads of your app. Simply rewording your app's top description on the Android Market, for example, may result in an...

Mobclix

Mobclix is a mobile application platform that, as part of its solution, delivers analytics data for the Android along with its ad network. Mobclix is one of the largest mobile ad exchange networks and gives developers a sound technology if they decide to pursue an ad-generated business model. Figure 17.1 Sample analytics from the Flurry Analytics software for the Android. Figure 17.1 Sample analytics from the Flurry Analytics software for the Android. Figure 17.2 Sample analytics from Pinch...

Identifying Your Target Audience

As you learned in the previous chapter, identifying your app's unique message is one of the keys to successful marketing. Now it's time to take a look at your target market so you can carefully focus your message to the right audience. Some app developers think it doesn't really matter if they identify their target market. As long as their app is on the Android Market, it will take care of itself. They think the right people will find their app regardless of what they do, especially if they get...

Apps to Extend a Web Based Products

Another option companies can use is to develop an app that is an extension of an existing product or service. These types of apps typically provide a scaled-down version of the main web-based service. They often lack all the features of the original app because the app is new or because the original web service is much more complex than an Android app can support. These types of apps offer a lot of the functionality for traders, but not all of it. Complex option trades are currently not...

Setting Your Apps Price

Price high initially and measure the results. Pricing high does not mean you pick a random high price. It means that you choose a price that falls in the high end of the range for your app's category. For example, if you are pricing a game, the range is generally priced between 0.99 on the low end and 1.99 on the high end. So, a high price initially would be 1.99. However, pricing higher in your category means you've got the features to back up your price. You can't just start out with a high...

Video Basics

Figure 7.8 YouTube videos can be incredibly powerful to help sell virtually any product, including your Android and Android tablet apps. Figure 7.8 YouTube videos can be incredibly powerful to help sell virtually any product, including your Android and Android tablet apps. Write out a script to cover what you will say in the video. Shooting the video without a script will look like, well, you shot the video without a script You can do the video with a 300 digital video camera. No need to...

Using LinkedIn

LinkedIn started out as a site for business professionals to stay connected, and although it has morphed into much more, its primary purpose remains the same. Just like many social media sites, LinkedIn has added lots of features, such as complex search capabilities, advertising, job postings, and groups. Its power for you as an app marketer lies in the fact that there are literally thousands of groups you can review and join to take part in discussions and promote your apps. For example, a...

Using Social Media in Your App Marketing

When you hear the term social media, what comes to mind You're probably thinking of Facebook, MySpace, Twitter, Digg, YouTube, and many other websites that enable you to interact within a community of users. But social media is much more. It also includes blogs, RSS feeds, LinkedIn, del.icio.us, StumbleUpon, and other social marketing activities we will discuss in this chapter. One of the biggest mistakes developers make is thinking that using social media will generate leads and sales of their...

Integrate Your App with Other Apps

You can build your app to work with a number of very popular apps in the area of social media. Search the Android Market for popular apps around MySpace, Twitter, Facebook, YouTube, and many others. Look for ways to enhance or expand the use of these social networking sites with your Android app. When someone searches the Android Market for a social networking app, your app will also appear in the search results. For example, when you search the Android Market using Twitter as a keyword, you...

Coordinated Marketing Effort

The first step is to make sure that all your marketing content uses your newly created unique message, as discussed in Chapter 1,Your Android App Marketing Strategy Grand Slam or Base Hits Marketing content means every written word and every graphic you use to convey the value of your app. This includes content for your product website, videos on YouTube, product descriptions, blog entries, and so on. If, for example, you have decided to focus your message on the fact that your new game app...

Use You Tube Promotions

Here are some ideas for using YouTube to promote your app Create a YouTube video describing and demonstrating your new app. You can set up an account for free in a matter of seconds on YouTube. In your video, highlight the use of your app and how its features and benefits make it worthwhile. Videos are very powerful because people will tend to watch a video over reading about a subject. So, once you post a video on YouTube, you can have literally thousands of views in a short period of time....

Electronic Word of Mouth

One of the biggest challenges for any developer is figuring out the best marketing strategy, tools, and techniques to successfully sell Android apps on the Android Market. Your app, for example, may already be posted on the Android Market and you are experiencing moderate sales success. Now you're looking for what else you can do from a marketing standpoint to influence even more downloads. Or you may be getting ready to launch your app and you want to learn what you can do to get people...

Your Marketing Message

Everything from naming your app to the text you place on the Android Market (and many other components) contributes to your marketing message. What sets your Android app apart from all your competitors How can you convey that unique message to your buyers Let's face it. There are lots of competitors with similar apps. In this part of the book, you'll review steps to help you create a unique message that will distinguish your app from the competition. You'll do this by examining positioning,...

Pricing Your Android

A key aspect of marketing your Android app is to carefully set your price. Setting your price is not a trivial matter. Part III of this book walks you through pricing considerations and helps you understand the buyer's mentality and decision-making process. You'll learn how to create promotions and cross-sell your app where possible another important aspect of pricing. The following chapters are included in Part III Chapter 10 Pricing Your App Perhaps one of the biggest challenges of developing...

Is an Android App Right for Your Company

I would argue that most companies should create an Android app to either promote their brand or extend existing services to their customers. However, this advice comes with a caveat The company must have the resources and the wherewithal to keep the app relevant and significant in the eyes of its customers. Using Android as a branding tool has had mixed results for a number of companies as they have launched their apps. Using the app as a customer acquisition tool has seen limited success....

Provides a Roadmap for Growth

If you intend to create multiple apps and build a brand, having a marketing plan is a must. With a marketing plan you can create a roadmap (timeline) for when you want to release each app into the Android Market. Your plan can include a launch calendar, and you can strategically launch each app in succession. Without a calendar to track all your development and launch activities, you will experience confusion in building your brand. Companies that provide serial types of apps will benefit by...

Build Something Unique

The best way to come upon a unique idea for an app is to rely on your own personal experience and identify where you see a need. This is easier said than done, because most of us go along and may not think about how we could improve our lives with a new technology solution. You have to make a conscious effort to envision new ways of doing things. You can start by considering the following questions What are your favorite hobbies Is there anything about those hobbies that could be improved by...

Summary

If possible, always have a pricing strategy before you post your app for sale. Know exactly where you plan to set your app price. Be sure to research your entire category for app prices. If you are selling a game, be sure to look at the categories of games for your specific prices. Reports by research companies such as Distomo can be very helpful in providing the latest app-pricing information. Keep your price set for the first few months so you can gather sufficient data about how sales are...

From Paid to Free

Some apps start out as paid apps and then over time the developers move them to free. This can occur for a number of reasons, but generally it's because an app is no longer producing sufficient revenue to warrant that it continue for sale. Thus, if you are developing other Android apps, do not simply pull the app from the Android Market. Convert the paid app to a free app by logging in to the Android Market and changing the price to free. Having a free app will give you the benefits of keeping...