![]() This is done through a trigger (pop up notification), which in turn increases the frequency of use and ends with a reward (a week of premium). The dual uses of the habit loop: The marketing piece is inserted within a habit loop that Duolingo has designed for the user. ![]() Let's be honest, we all love free stuff! But what exactly can we learn from this? What made me put in the extra effort? What made this so effective. Bam! I had myself a premium week trial, at no extra charge. ![]() Immediately I installed it for her on her phone. In other words, I’m like many consumers–I’m not engaging with the ads.īut this time was different, as soon as I got the notification, I immediately sent the invitation to my mother who I knew did not have it installed. I was using the free one and I got a push notification inviting me to get a free week of Duoling Plus (see picture below).įirst, I have to confess, I am one of those skip-ad people and sometimes I even let the ads play while I do something else. Today, being more strategic and efficient in marketing isn’t an option, it’s a necessity.Ĭoming back to Duolingo, as is the case with many apps, the company applies a freemium model: you have a free version full of ads that pop out every time you complete a lesson and also a Plus version with a price range $6.99 - $9.99 a month. Around 60% of leading brands’ digital marketing spend is wasted and results in annual losses of close to USD 50 billion for the industry according to The Drum. Even the massive companies who produce consumer packaged goods in the supermarket or drug stores struggle with this. This year Statista estimates that in 2019, advertising spending worldwide will surpass USD 560 billion. Half the money I spend on advertising is wasted the trouble is I don't know which half. The genius behind Duolingo is that its strategy is cleverly designed using behavioural principles with two goals in mind: 1) keeping you playing on the app longer than you would normally 2) growing its consumer base.įor the purpose of this article, I will focus on how behavioural principles are used in the marketing of Duolingo to increase its user base. First, I started training around 15 minutes per day, but now I’m spending more than an hour per day on it. The app gamified language learning–and I was hooked and grew increasingly empowered by my progress. It was through using this app that I realized how leveraging consumer behavior can improve marketing effectiveness in today's competitive world, especially in the app market. I have been using Duolingo, the language-learning app (created by a Guatemalan compatriot no less!). ![]() But like most young people, I’ve turned to my mobile for help. ![]()
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