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2023 | OriginalPaper | Chapter

5. App-CRM: Bestehende Nutzer aktivieren und langfristig binden

Author : Atilla Wohllebe

Published in: Praxisguide App-Marketing

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Ein professionelles App-Marketing erfordert die ganzheitliche Betrachtung eines App-Nutzers über seinen kompletten Lebenszyklus hinweg. Im Kern des App-CRM steht dabei weniger die Frage, wie ein Nutzer gewonnen, sondern vielmehr, wie er immer wieder zu Interaktionen bewegt und langfristig profitabel monetarisiert werden kann. Angefangen vom Onboarding über ein personalisiertes Nutzererlebnis bis hin zu Gamification und sozialen Komponenten finden sich hierzu zahlreiche Ansätze und Methoden. Im App-CRM und im Mittelpunkt dieses Kapitels steht die kommunikationsbasierte Steigerung des User Engagements durch Push Notifications. Insbesondere bedeutsam sind dabei die Einsatzmöglichkeiten von Personalisierung, Location-Based Marketing und Marketing Automation im Sinne des App-CRM.

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Metadata
Title
App-CRM: Bestehende Nutzer aktivieren und langfristig binden
Author
Atilla Wohllebe
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-42981-2_5