Month: October 2015


Retention marketing is all about signals. When someone downloads your app, they are giving you their first and most important signal: that they intend to use your app. The basic assumption we make about people who download the SeatGeek app is that they are ultimately interested in purchasing tickets to live events. Therefore, any actions we take that move them towards a purchase benefits both SeatGeek and our users. The most important thing to remember about retention marketing is that it provides value to your users; they will be more engaged and interested, and that will make them more valuable to you.

Let’s take a look at how SeatGeek successfully employs retention marketing by looking at the key components: The Media and Audience Segmentation.

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This post, written by John Michaeli from Medisafe, originally appeared on Mobile Heroes.

Unlike many of the mobile apps and games in the market today, we provide our app users with a service that they are less inclined to share with their friends. Our Medisafe mobile health app helps patients stay on top of all their medications – a private and personal piece of information that you’re unlikely to see in your friends’ news feeds anytime soon. Yet, like virtually all mobile startups, we cannot afford to strictly pay our way to the top.

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Last week we hosted the very first Mobile Heroes event at MoPub headquarters in San Francisco.  It was great to see so many marketers of non-gaming apps having meaningful discussions about the challenges they face on a daily basis and getting valuable advice from other marketers who have found themselves in the same position. We’re hopeful this is the start of a community that will continue to grow and thrive.

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One of the most important things I’ve learned in my years as a mobile marketer is that my success often hinges upon the success of the partners I work with. A big part of the job is working with mobile user acquisition partners to make sure they’re delivering on their promise, that we’re setting reasonable expectations of each other, and that the line of communication is clear.

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Mobile marketing is unlike any other form of marketing. Despite its explosive growth and limitless potential, few companies have developed a revenue growth strategy around mobile. Several brands have reported seeing more than 50% of their traffic come from a mobile device, but mobile is still far from the biggest priority for a majority of brands.

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