W

Walgreens, 276

weaknesses, SWOT (strengths, weaknesses, opportunities, and threats), 243 Web 2.0 technologies, 30 web-based products, extending use of, 279 websites, 86 audiences, 75 building, 74-75

developing great web copy, 75-76 letting visitors market your site, 261 SEO (search engine optimization), 260 user-friendly content, 76-77 winning apps building something unique, 22-24 created from other platforms, 30-31 new features, 25

tying into seasons and holidays, 28

tying into trends and news, 26-28 tying to part of a wider solution, 2930

word of mouse, 83 word of mouth coordinated marketing efforts, 85-86 creating, 82-84, 258 positive external reviews, 84-85 WordPress, 112

worksheets, competitive worksheets, 281-282 writing about app updates, 250 press releases, 130 anatomy of, 131 body copy, 134-135 headlines, 132-133 outsourcing, 129 summary copy, 133-134 text for Android Market, 70-72

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