Apptivate: App Marketing Explained The “Engagement Pyramid” that Keeps Customers Coming Back - Peggy Anne Salz (MobileGroove)
Peggy Anne Salz is the lead analyst and founder of MobileGroove, a resource for mobile marketing content, analysis, and research. She is also a senior contributor to Forbes Magazine, the chief content officer for the mobile marketing association in Germany, and a co-host of the Mobile Presence Podcast.
Questions Peggy Anne Salz Answered in this Episode:
- How does a brand show that it cares today?
- How has retention changed over the years?
- Can you talk about the engagement pyramid framework and how marketers actualize it to improve retention?
- Where can people learn more about engagement marketing and retention?
Timestamp:
- 7:51 How brands can show that they care in these times
- 9:53 How retention has changed in the mobile industry
- 13:46 The “engagement pyramid” framework in mobile marketing
- 17:34 Picking up the signals to actualize the framework
- 21:43 Evolving with our audiences today
- 23:54 Knowing when to let go
- 28:20 Where to learn more about retention and engagement marketing
Quotes:
(7:27-7:43) “Now we talk about brand love. We talk openly about these concepts. You have to show you care, particularly in these times. A brand that doesn’t show it cares right now is not going to be relevant when this all passes. People will remember who cared, who showed it, and how much.”
(12:49-13:`16) “We’ve evolved in marketing. And the next step, I think, is to master the mid-funnel and the deep-funnel. We’ve nailed top-of-funnel. That’s not a problem. That’s why marketers are amazingly data-driven and accomplished. But the next step will be figuring out that journey and, above all, making it specific to individuals--or individualization, not even personalization, but really getting deep into the metrics and really getting deep into the segmentation.”