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The first paragraph should be ¡°Based on the app marketing and business advice on http://bit.ly/1HhprVV - Go to the website for more strategies and tactics to grow your app business.¡± Are you an app developer who is struggling with low user engagement and retention? If you answered yes, (BTW if you answered NO, then you are lying) then this post is for you. In this post we share a very easy and quick way to increase your user engagement and retention. Why is User Engagement and Retention So Important? Based on your app monetization model, user engagement and retention can mean either success or failure for your app business. If you get a million downloads, but users just use the app for 1 minute and then leave the app then all your efforts for getting downloads are basically wasted. Especially if you use ads or in-app purchases to monetize your app, then engagement and retention are the most important metrics to manage. Also if you are doing paid marketing campaigns then it is even more important that you retain the users you spent money to acquire. What is the point of all the app marketing if you can¡¯t keep the users who downloaded the app. Why is Improving User Engagement and Retention So Difficult? Most people think that by building a good product the engagement and retention metrics will automatically improve. This is true to some extent but is not 100% accurate. Even well built apps struggle with user churn (opposite of retention). The reason for this is that improving user engagement and retention is more of an art than a science. You need to come up with different creative solutions to try out and there is no way to guarantee which solution will really work out. Based on this background, I think it is important to understand why incorporating messaging can be valuable for your app. As you will see when you read below, messaging has really helped some apps get extraordinary results. Also the number of moving parts when you incorporate messaging are very few so the chances of you not seeing results are fewer. Today we want to share some tips on incorporating messaging in your apps to improve user engagement and retention for your app. These tips are shared by Steve Chung, CEO of Frankly, whose company creates an easy to use SDK to incorporate messaging and chat functionality in your app. Trends in Messaging Puneet: A lot of top experts have called Messaging a top trend to watch out for in 2015. Can you tell us what your thoughts are on this? Steve: In just a few short years, we have seen the emergence of more than a handful of 10+ billion dollar pure-play messaging companies¡ªan unprecedented growth for any industry. Even Facebook CEO Mark Zuckerberg recently said, ¡°We believe that messaging is one of the few things that people actually do more than social networking.¡± Messaging can be the #1 way people around the world¡ªand brands¡ªcommunicate and connect in 2015, and we are incredibly eRead less