App Marketing

Mobile Spree video recap: Tackling retention during activation with Paul Malicki

James Haslam
Senior Content Manager
Topics

Second in our lineup of speakers at Mobile Spree, Paul went over some key topics around customer retention, including targeted improvements and the specific tactics involved, as well as an exploration of methods to reduce churn through better marketing. Paul also shared his favored method of promotion: viral marketing campaigns that maximize reach and minimize cost.

Latin America is one of the most exciting growth markets in the world, a fact well known by EasyTaxi. Yet while there’s scope to grow, EasyTaxi were finding that high-value users only make up “17 percent of your base, but drive 85 percent of spend.” With retention rates as high as they are, it’s important to keep that group of paying users returning again and again, and Paul drove this point home throughout the presentation.

Key takeaways

  • A typical high-value userbase is tiny - only 1.7 percent of all acquired users constitute a high-value cohort.
  • Loyalty programs reap rewards if used effectively.
  • Viral marketing can have a huge uplift, especially on word of mouth.

Speaker profile

CMO Paul Malicki has been working for Easy Taxi since December 2013, coordinating strategies across local markets to deliver effective campaigns that aim to build the brand into becoming the next ‘Big Thing’.

Company profile

Easy Taxi launched in April 2012 in Rio de Janeiro, and since then it has become the pioneer online taxi service in Latin America. The Easy Taxi app connects taxi drivers and passengers allowing them to experience a fast, convenient and safe ride, at just the tap of a button. Available in 30 countries and 420 cities, the app has globally redefined taxi booking.