App Marketing Knight

Ads which make people happy is going to be the only way

Abhishek Patil
    User Growth Lead

Abhishek Patil On Mobile Marketing

How has Hyperlocal Marketing evolved?

From offline marketing in print, tv, and radio, hyperlocal marketing has evolved into a more targeted practice through digital. With the wave of new internet users in the JIO generation, the digital reach is exponential. Search engine optimization (SEO) and Adwords have further helped with targeting the right consumer. Monitoring and measuring ROI has never been easier.

What are the challenges in service-based marketing?

A service-based business thrives on repeat business (in turn frequency). The major challenge is getting the right set of users and retaining them to drive the first desirable action (lead, subscription or purchase). Once this is solved, the next step is to reduce churn which is users leaving the platform. Full funnel marketing (acquisition + onboarding + retention) and seamless user experience, has helped to overcome the challenge of churn. You have to improve on all aspects of the experience, reduce friction and use data to your advantage.

How do you stay ahead of changes in mobile marketing?

Studying the latest changes and practices in the space helps a lot. Running experiments from time to time enbales me stay ahead of the curve. Learning from those experiments is key and you have to improve your process by 1% daily and constantly monitor the performance.

Any latest mobile marketing trend that seems exciting to you?

Programmatic play is one, Dynamic contextual ads is second. Combine that with storytelling. Ads going to make people happy is going to be the only way.

How do you keep your team motivated?

You don't hire to tell them to do something. Asking the right questions keeps them thinking and they always come up with newer approaches. This helps to get that impact-ownership feeling which motivates the team to do more.

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About Affle

Affle is a global technology company with a proprietary consumer intelligence platform that delivers consumer engagement, acquisitions and transactions through relevant Mobile Advertising. The platform aims to enhance returns on marketing investment through contextual mobile ads and also by reducing digital ad fraud. While Affle's Consumer platform is used by online & offline companies for measurable mobile advertising, its Enterprise platform helps offline companies to go online through platform-based app development, enablement of O2O commerce and through its customer data platform.

Affle India successfully completed its IPO in India on 08.08.19 and now trades on the stock exchanges (BSE: 542752 & NSE: AFFLE). Affle Holdings is the Singapore based promoter for Affle India and its investors include Microsoft, D2C (an NTT DoCoMo subsidiary), Itochu, Bennett Coleman & Company (BCCL) amongst others.

Mission Statement - 'Driven by passion, innovation and entrepreneurial commitment, Afflers create sustainable value for stakeholders globally, through our consumer intelligence marketing platform for consumer acceptable ads on connected devices'.