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Praxisguide App-Marketing: Grundlagen Zur Akquise, Aktivierung, Bindung Und Monetarisierung Von App-Nutzern
Paperback
ISBN13: 9783658429805
Publisher: Springer Gabler
Published: Feb 1 2024
Pages: 372
Weight: 1.41
Height: 0.82 Width: 6.69 Depth: 9.61
Language: German
- Grundlagen: Begriffe, Ziele, Einbettung im Marketing-Mix, organisatorische Verortung sowie aktuelle Trends und Entwicklungen
- Überblick: Marktdaten, Geschäfts- und Erlösmodelle, grundlegende Technologien sowie Erwartungen und Anforderungen von App-Nutzern
- App-Vermarktung: Definition von Zielgruppen, inhaltliche Ansätze und ausführliche Überlegungen zur Nutzer-Akquise auf 14 Kanälen
- App-CRM: Ansätze zur Steigerung des Engagements der App-Nutzer sowie zum Einsatz von Push Notifications, insbesondere mit Blick auf Segmentierung & Personalisierung, Location-Based Marketing und Marketing Automation
- Tracking und Analytics im App-Marketing: Relevante Kennzahlen und technischen Ãœberlegungen bei der Erfolgsmessung entlang des gesamten Lebenszyklus der App-Nutzer
- Beispiele aus über 80 Unternehmen
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