Beruflich Dokumente
Kultur Dokumente
07 Week 3 Assignment
Dave Sue
SECTION ONE (4 Parts)
Part 1A
App name: CNN App for iPhone [Note: Rated 2 stars out of 5 stars]
Category: News
Part 1B
Important goals:
o Downloads
o Income: The Paid Partner Content reveals that CNN has advertiser
revenue via this app
o Branding: have more viewers select CNN over other news channels; this
app is one part of their overall marketing strategy to secure more viewers of
CNN online and on TV
Part 1C
App Annie: Account created
Search Man: Account created
Part 1D:
Keyword research
o Identify 7-10 keywords which you think provide the best opportunity for the
example site to rank for:
1. World news
2. World events
3. Global news
4. Current events
5. Latest news
6. News now
7. Whats happening now
8. World news updates
9. Subjects e.g., Politics, Business, etc.
10. CNN
o Identify long-tail keyword opportunities
world news live streaming
world news live video
What other features do you see in competitive apps for this keyword that enable other apps
to rank higher? For example, ratings or reviews, descriptions, or images.
o Flipboard higher ratings
Are there patterns you notice regularly among the competitors?
o Most of the apps in this field are quite similar in function and layout
Part 2B
Choose three other competitive apps for a specific keyword or group of keywords. Pick those
apps that rank well consistently for keyword phrases similar to your first app.
1. Wall Street Journal
2. BBC News
3. Fox News
Once youve selected the three apps plus your original, take screenshots of the following data
charts and put in a document or slide deck (as if preparing a research and competitive audit
presentation for a client):
Visibility Score (use Search Man app)
CNN for iPhone App
WSJ App
BBC
Fox News
Download Volume and Velocity (use App Annie app)
CNN for iPhone
BBC News
Fox News
Reviews
Wall Street Journal
Ratings (not available)
Reviews
BBC News
Ratings
Reviews
Fox News
Ratings
Reviews
Part 2C
Images
1. CNN for iPhone image heavy; limits viewers to notice the stories CNN prioritized
2. Wall Street Journal images and articles, with stock markets across the top
3. BBC News images but the headlines are alongside the images
4. Fox News image heavy on top but headline listings on bottom
Descriptions
1. CNN for iPhone almost none; only headlines; not very useful
2. Wall Street Journal 4-5 lines of text for each story; useful
3. BBC News article titles only like CNN but articles categorized viaTop Stores, Live,
My News, etc.; useful
4. Fox News article titles only but the article listing without images on bottom allows
viewers to more quickly sift through more articles
Part 2D
There werent that many differentiators between the apps as noted in Part 2C. The app that
stood out among these four apps was the WSJ app. The WSJ app differentiated itself with its 4-5
summary lines of text with each story. Its use of the stock market tickers on top of their app
screen also set it apart. It felt like a different type of news app vs the others in its competitive set
i.e., more fact based, more business oriented (rightly so as it is the WSJ, etc.
Part 2E
What I liked about the CNN app for iPhones competitive positioning:
Established brand awareness
High search volumes on brand
What I did not like about the CNN app for iPhones competitive positioning: