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July 16, 2020
The Era of Engagement is here.

Building a product and getting people to try it is easier than ever, but actually getting people to pay for and stay loyal to your product has become harder than ever.

Building a product and getting people to try it is easier than ever, but actually getting people to pay for and stay loyal to your product has become harder than ever.


The Era of Engagement is here.
Marketo popularized the era in 2014 with the playbook on engagement marketing - but it seems like it's not really been integrated into our products just yet?

At least not when talking about how we measure product engagement...

With Corona, things are becoming even more interesting, because now you are likely to get a bunch of new users who weren't in your target audience from the start.

As soon, as they can go back to "normal" they will likely become dormant. Think about it...

Some people love face 2 face meetings; will they continue with using virtual conferences as frequently as they currently do if they have a choice?

Probably not - and how about your new hobby? Is it knitting? Or maybe baking?

If new users have entered your product on the base of a temporary use case - then you have to figure it out, such that you do not use the new increase in usage as a benchmark for optimizing other users' usage.

Sure, you can change the habit of some people - but have three months been enough to form a long-lasting habit?

Nicki Friis

Passionate reader | People person | The one behind NICQI
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