Så byggde de en global succé – med en uggla och smart psykologi

Innovation Duolingo har nått global framgång genom smart marknadsföring, stark varumärkesstrategi och innovativ teknologi. För svenska vd:ar finns det mycket att lära, från hur man skapar kundengagemang genom gamification och AI, till hur sociala medier kan driva tillväxt. Den röda tråden? En kombination av data, kreativitet och en förmåga att anpassa sig till ett digitalt landskap i ständig förändring.

Så byggde de en global succé – med en uggla och smart psykologi
Ugglan Duo – smartare än du tror. Foto: Stock Adobe

Sitter du ibland och scrollar i Duolingo och tänker att du ska bättra på skolfranskan? Eller har du uppmuntrat barnen att använda mobilappen för att utöka glosförrådet i B-språket? Den populära språkinlärningsappen är inte bara en digital lärare, utan också en framgångssaga inom varumärkesbyggande, gamification och AI-användning.

Någonting är fel

Du är inloggad som prenumerant hos förlaget Pauser Media, men nånting är fel. På din profilsida ser du vilka av våra produkter som du har tillgång till. Skulle uppgifterna inte stämma på din profilsida – vänligen kontakta vår kundtjänst.

Fast Company har analyserat hur Duolingo vuxit från en gratisapp till en global marknadsledare som utmanar traditionella affärsmodeller inom utbildning. Företaget har lyckats kombinera lärande och underhållning, byggt en lojal användarbas och skapat en affärsmodell där endast 10 procent av användarna betalar – men ändå genererar lönsamhet.

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