CMO roundtable: Mobile user engagement is the new user acquisition

Presented by

John Koetsier; VP Research VentureBeat

About this talk

Sponsored by TUNE There's no point in acquiring users if you're not going to engage them. By the end of this year, brands and publishers will have spent $70 billion on mobile ads. The inevitable result? The cost of mobile user acquisition is skyrocketing, hitting the high $3 and $4 range this year on average, but jumping to easily $15 to $20 for apps in hot, lucrative spaces. That’s why we’re saying user engagement is the new user acquisition. Almost 70% of users you acquire do NOT become long-term loyal users, players, or customers. Bringing that number down could halve or massively reduce your average cost of acquisition per user. How do you do that? What do you do? What do you NOT do? What results are possible when you engage better? There might be no one on the planet who has studied this space as much as VentureBeat's former VP of Research, John Koetsier. He's going to sit down with some chief marketing officers who are leading in the mobile engagement -- and we're also going to talk to the chief marketing officer from Playboy Media, a venerable publishing titan that has been around longer than than many marketers have been alive. In this webinar, you'll * Hear the mobile strategies that top tier B2C companies are using to engage consumers. * Discover the mistakes some marketers make in measuring mobile engagement. * Achieve the sweet balance between mobile customer engagement and user acquisition. * Get top notch industry survey results from VB Insight's latest mobile report. Speakers: John Koetsier, Mobile Economist, TUNE Robin Zucker, SVP Marketing, Digital Research, Playboy Media Jason Allen, VP, Multichannel, GameStop

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