Name: Google I/O 2012 - Google Play：開發者的營銷101 (Google I/O 2012 - Google Play: Marketing 101 for Developers)
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>>> Ladies and gentlemen, would you please welcome Patrick Mork.

to 不定詞

[ Applause ] >>Patrick Mork: Thank you. It's great to see

everybody today. Welcome to the marketing session of apps marketing 101 for developers

for Google Play. Delighted to see everybody here. It's been

a pretty amazing day, at least to say it's been a surprise, it's been full of surprises

even for some of us on the marketing team. It's been really exciting.

20 billion app downloads, of course, on Google Play. One and a half billion downloads every

single month. And, of course, the source of a lot of those revenues, as you've seen from

some of the previous sessions, in application billing, of course, being on a tear.

We're going to talk to you about marketing today, spend a couple of minutes on how we

market the store and your apps to consumers, which I think could be of interest to a number

of you, and then talk about app marketing in itself, what is app marketing all about,

how should we do it? What kind of frameworks can we share with you and what kind of tools

can we share with you? Let's think about marketing for a second.

And probably some of you out there in the audience have heard of the famous four Ps.

Who's heard of the four Ps? Okay. A couple people.

Well, let's talk first of all what the four Ps are not.

Please, please, please, please download my application. Please, please, please buy my

app. Yes, you can do marketing that way, of course,

it's not the most effective. But we're going to talk about all the tricks in the books

that have to do with marketing, including the real four Ps which we'll get to in a minute.

One of the things I want to share is a little bit our friendly neighborhood checklist for

what it is to do marketing when we're talking about apps.

So if your eyes do kind of start glazing over at this point, it is 4:00 in the afternoon.

It's been a very exciting day. Don't worry. The presentation is going to be available

offline. And we'll have versions for you to download, especially of this particular slide.

What we're going to talk about is basically our apps, our business models, how to promote

applications, and how to distribute applications. And what we've done, actually, for all you

developers in the house to make this even easier is we've kind of color-coded everything.

So, basically, if you're a new developer or you're a developer who don't potentially have

a lot of experience developing or marketing applications, then there's a lot of this is

going to be new to you, especially the stuff in blue, which is the basic stuff on marketing

that you should be looking at. If you're already a little bit more advanced or an intermediate

developer with some basic marketing experience, you're going to want to look at all the things

that are highlighted in green. And, of course, for those of you who have

been really successful, or some of the larger developers who are making some money on Android,

which is always great news to hear, then a lot of the color coded stuff in red is advanced.

But before we go into the actual nuts and bolts, let's play a little video which gives

you a good idea of how we actually market apps to consumers.

This is gears and premiers exclusively at Google Play.

[ Video. ] >>> Suppose you buy an app on your computer

to send to your smartphone. You might need a cable to transfer it from one to the other.

And if you want it on your tablet, you need to transfer it again.

Suppose you used Google Play. You can buy an app on your computer and send

it to any of your Android devices instantly, with no cables.

Because Google Play makes your apps available anywhere, so you can enjoy them everywhere.

Google Play, your entertainment all simply here.

[ Video concludes. ] >>Patrick Mork: So this is kind of a little

bit just an example of how we're actually getting out there and really starting to market

applications on your behalf and going out and talking to consumers.

I think it's also worth sharing a little bit what are the other kinds of things that we're

doing to market Google Play. In particular, one of the things that's worth sharing with

all of you in the room and all of the people in our international audience who are live

streaming this today, is just how much effort is going into marketing the store.

In the first six weeks of launch alone, we did over 5 billion impressions to consumers

all over the world. Not to mention a lot of the other advertising that you may have seen,

for example, seeing Google Play available on the nav bar across all our Google properties.

Or a lot of the emails in CRM that we've been doing or a lot of the work that we've been

doing with partners. The advertising effort on behalf of the team

at Google Play and the marketing team has been nothing less than spectacular over the

past couple of months and is only going to grow and accelerate over time.

More importantly, though -- and this is really kind of, like, a big callout to all of you

in the room and to awesome of the developers who have supported us, as Hugo said in his

keynote -- is there's been a lot of love from the developer community, there's been a lot

of support from all our content partners, whether that's game developers, app developers,

books publishers, music labels, and movie studios. Really, kind of the feedback that

we've gotten from the community, from all our partners, has been tremendous. And has

really also helped accelerate the awareness of consumers of what Google Play is and as

a destination to get all the things content for their devices. So this has been amazing,

and we really thank you for that. But let's get to the nitty-gritty. Let's get

to the stuff that we're really interested in and excited about. And that is, how do

we actually market apps? Well, one of the ways that we look at things

at Google, and we encourage our partners to do the same, is really this very simple matrix

that our CMO, Lorraine Twohill, has come up with, which really guides the essence and

philosophy of marketing at Google. And that is really understanding users, building magical

experiences -- which in this case is you guys building magical applications -- and then

really connecting the two. So let's take a really kind of bizarre but

fun and specific example of how that works in reality when we talk about apps.

Let's say that you're a carpenter. Or you're doing DIY in your house. And you're fixing

chairs and you're hanging frames up on your wall and you're maybe adjusting beams, you

know, in your house and you're doing all sorts of work in your house. Well, how cool would

it be if when you're putting that frame up on the wall, the one that you kind of like

have to ask your wife to sit 50 meters behind you to tell if you it's crooked or straight,

how cool would it be if you had a little application that could do that for you? Like Ben Zibble's

bubble app. I could fire up my bubble app and place my phone on top of that frame and

see if the frame is perfectly aligned or not. Saves me a lot of time. Makes my life easier,

and to some extent as well, it's kind of a magical experience.

The point is that applications are either enhancing our lives or making our lives more

productive, or they're entertaining us. And they do it in such a way that really has a

magical quality and component to it. And our role as marketers and your role as

marketers is, how do we connect those two. How do we connect the magic of the apps that

we build with, essentially, an entertaining experience for a consumer or a productive

experience for consumers? But, really, before we actually get into the

nuts and bolts of the four Ps themselves, let's talk about research for a minute. Because

when you talk about users, it really starts with research. Before you even write that

first line of code, you really have to understand who your consumers are, what they're doing,

how they download apps, where they download apps, and how they consume and use those applications.

And, really, it's a lot simpler than would you think. People always think, oh, research.

They think about IDC or they think about Nielsen or they think about tens of thousand of dollars

spent on research. It's really not that complex or that expensive.

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Google I/O 2012 - Google Play：開發者的營銷101 (Google I/O 2012 - Google Play: Marketing 101 for Developers)

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