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Studies have shown that mobile users not only expect mobile apps to be designed for their convenience, but they also expect their apps to take advantage mobile-specific features like location.
Location offers a massive opportunity for mobile marketers to take advantage of real-world moments — such as engaging with users through offers or rewards at physical locations or providing valuable information about services or events in their area.
Catherine Mylinh, GM of New Markets, Upsight
Matt Norris, Head of Product, Grindr
Ben Muessig, Tech Editor, San Francisco Chronicle
At MobileBeat — July 8-9 in San Francisco — Ben Muessig of the San Francisco Chronicle will moderate a fireside chat with Matt Norris from Grindr, a gay social network, and Catherine Mylinh from Upsight, an analytics and marketing platform for web and mobile apps.
Note: MobileBeat starts tomorrow and tickets are nearly gone. Grab yours before they sell out!
With more than 7 million users engaging with their apps monthly, Matt and Catherine will dive into detailed examples of how Grindr and other mobile marketers are capitalizing on data to learn what users are doing in the real world. They’ll also discuss how they’re creating customized location-based marketing strategies to improve engagement, and to make more money.
Matt will explain how location-triggered notifications participate of a relevant and organic personalization of the experience. With the right analytics strategy they are quickly able to re-engage users at significantly higher rates than broadcast-type blasts. Examples of such messages can bring up local matches, offers and upgrades tied to a physical location nearby to entice more users to try out the paid version.
Grindr also bakes location into their analytical growth strategy by enriching at geographical profiles of their most engaged users, paying members, or more successful match patterns.
Matt will detail how crucial location proves to be for these variables that make up engagement and growth. In addition to bolstering user satisfaction with the app, location-enriched profiles help refine the targeting of advertising in the free version, a lesson for all publishers out there.
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VentureBeat’s VB Insight team is studying email marketing tools.
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