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Einleitung

In: Praxisguide App-Marketing

Author

Listed:
  • Atilla Wohllebe

    (Fachhochschule Wedel)

Abstract

Zusammenfassung Die Verbreitung des Smartphones und die Etablierung weitgehend offener App-Marktplätze, die es Unternehmen und Entwicklern ermöglichen, eigenständig Apps vor allem für Android und iOS zu veröffentlichen, haben die Grundlage für den Milliarden-schweren App-Markt gelegt. Mit der zunehmenden Professionalisierung der App-Entwicklung braucht es zur erfolgreichen App immer stärker auch ein professionalisiertes App-Marketing. Dieses muss weit über die Vermarktung im Sinne des Generierens von Downloads und der Akquise neuer Nutzer hinausgehen. Vielmehr braucht es ein umfassendes Verständnis über den gesamten Lebenszyklus der App-Nutzer hinweg, welches auch die Konzeption und Entwicklung von Features, die Aktivierung der akquirierten Nutzer und deren Bindung sowie die langfristige Monetarisierung einschließt.

Suggested Citation

  • Atilla Wohllebe, 2023. "Einleitung," Springer Books, in: Praxisguide App-Marketing, chapter 0, pages 1-6, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42981-2_1
    DOI: 10.1007/978-3-658-42981-2_1
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