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Mobile Marketing and User Retention

Rechten: Alle rechten voorbehouden

Mobile Marketing and User Retention

Rechten: Alle rechten voorbehouden

Samenvatting

The research report concerns the research on mobile marketing and user retention. Smartphones with mobile internet access and mobile applications have become parts of our daily lives. However, there are over a million of mobile applications in both leading app stores and therefore it is very difficult to make an application visible. Bright Side of Life Computer Consultancy developed a social mobile application DilemmaMatch, which has to compete with more than 30,000 other applications in the same category in both app stores. Competing means not only in downloads but also in user retention and engagement. This research is done for the company BSL Computer Consultancy and researches what are the best ways to market a new social mobile application targeting young adults. DilemmaMatch is a free social mobile application, which based on elaborated algorithms and users’ interest settings and dilemma answers finds people with similar opinions. The basic application is available for free from the leading app stores, but there is also a paid premium version with additional features. Mobile marketing allows the opportunity to reach customers search with other interactive sources. Mobile marketing is a section of digital marketing and Mobile Marketing Association defines mobile marketing as a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through and with any mobile device or network. User retention is also one of the main objectives. The research directly implicate the answer to the question “How can The Bright Side of Life attract 10.000 active DilemmaMatch users before the end of 2015?”.
The research shows that social media, mainly Facebook and Instagram are heavily used among the target audience as well as the fact that iOS users install more mobile applications than Android users. The research found that users don’t install and delete apps very often and have preference for free mobile apps.
The research suggests DilemmaMatch to utilize the full power of social networks Facebook and Instagram, and initiate more sophisticated ASO (app store optimization) in order to get new users. The content of the app should be renewed more frequently and communication or chat function should be added to DilemmaMatch in order to retain existing users.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
InstituutAcademie voor Economie & Management
PartnersBSL Computer Consultancy
Gepubliceerd in
Datum2015-06-30
TypeBachelorscriptie
TaalEngels

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