Segmentation starts when you post your app on the App Store through the categorization required by the store. Some developers are not sure what category their app should be placed in and should seek the opinions of others for help. Game developers can use one or two subcategories to help them segment their game within a very large market.
Beyond the App Store segmentation, as a developer you must also look at and understand the market from a demographic perspective. This will help you craft the right message, one that allows your audience to understand what your app does. What gender mostly uses your app?
If it’s a motocross app, your most likely buyer is a male teenager, although female teenagers might buy it, too. If you’ve developed a lifestyle app, your buyer might be a hobbyist or a professional player of some sort. Knowing your market is important. You don’t want to waste time and money trying to advertise and market to an audience that doesn’t care about your app.
The “heavy users” of your app can be thought of as a market “niche” that you should attempt to dominate. Targeted marketing means targeting, communicating with, selling to, and obtaining feedback from the heaviest users of your business’s iPhone/iPad application. For example, if your market is a specific set of gamers who only like a particular type of game, you’ve got to make sure that your app and marketing message is spot on with that group.
If you have developed a health-related iPhone/iPad app, ask yourself who will be the most likely buyer: the patient or the caregiver? If the app is a reference to various health symptoms, it’s probably targeted to someone who needs to know more about the health issue. If the app is geared to giving treatment options, it may be targeted to a health care worker. Savvy iPhone/iPad marketers will recognize the best market for their app and provide appropriate messaging to their particular audience, or in other words the “heavy users” of the apps.
The other important point here is that once you have identified your target market, you can keep them coming back for additional applications. Every customer win should be cared for so that you can sell them additional apps or other products from your own website. Smart developers plan to sell not only one app but also a series of apps to the same customer. In an effort to build their brand, some developers are also selling other items on their product websites, including hats, T-shirts, and so on. This is not to build another income stream but to help establish a brand and keep their customers coming back to their site. Don’t be a one-hit wonder. Think longer term and get to know your market segment well. In turn, they will treat you well.
A number of developers are developing their game apps in such a way that they are constantly updating them to generate customer interest. Their strategy has been to first attract a following to their app and then constantly release updates to keep the customer coming back. This accomplishes several things. First, it keeps the customer engaged in using the app because a lot of app buyers tend to get bored rather quickly. It also gives the app developer another opportunity to go out with a press release announcing the new version that helps drive sales on a continuous basis.
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