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App-Vermarktung: Neue App-Nutzer gewinnen

In: Praxisguide App-Marketing

Author

Listed:
  • Atilla Wohllebe

    (Fachhochschule Wedel)

Abstract

Zusammenfassung Die App-Vermarktung ist eine der wichtigsten Teildisziplinen des App-Marketings. Zur Akquise neuer Nutzer müssen zunächst Zielgruppen definiert und anschließend inhaltliche Ansätze zur App-Vermarktung gefunden werden. Insbesondere Featurebezogene und monetäre Anreize sind in der Praxis populär und werden umfangreich und anhand vieler Beispiele diskutiert. Die Beschreibung zahlreicher ausgewählter Kanäle der App-Vermarktung – Owned, Earned oder Paid Media, digital und analog, im App Store, auf der Website oder am Point-of-Sale – liefert umfassendes Wissen und hilfreiche Tipps für App-Marketer, begleitet von Beispielen aus der Praxis. Der abschließende Abschnitt zum Tracking skizziert relevante Kennzahlen und geht insbesondere auf die technischen Herausforderungen bei der Erfolgsmessung ein.

Suggested Citation

  • Atilla Wohllebe, 2023. "App-Vermarktung: Neue App-Nutzer gewinnen," Springer Books, in: Praxisguide App-Marketing, chapter 0, pages 163-280, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42981-2_4
    DOI: 10.1007/978-3-658-42981-2_4
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