Akash Goyal On Mobile Marketing
What do you like most about marketing?
In marketing, I like the growing patterns of the user's behavior for a specific product over time, which makes it engaging and always refreshing for us as marketers. Talking specifically about online marketing, we have so many new tools that could determine when and how we need to approach a user for bringing him to the consideration stage for a brand, and then how effectively we should re-target him to bring him down to the final goal/funnel.
What do you see as the next trend in mobile marketing?
In mobile marketing, the next trend would be the different algorithms used to identify and reduce new emerging digital ad frauds. I will not be amazed to see different and unique ad slots availability so as to acquire the attention of the available/limited target audience as there would be an increase in numbers of the users who would opt No ads policy(offered by Android and iOS)
What are your thoughts about increasing customer LTV?
For any product, it is very important to see the entire funnel. In addition, it is also important to see the Lifetime value. We are in any way moving towards this phenomena as we have already seen an entire OTT market being established in the last 5 years and becoming a self-sustained business entity by ensuring strong LTV and monetization.
Why is it important to connect with users across multiple touchpoints?
Every user has a unique journey. And when we study the journey across various touchpoints, we find different sets of users following different touchpoints. So it is really important to keep all these relevant touchpoints into consideration. Our products should continuously evolve to reach users within their specific journeys and influence them to use our product. This will help brands to provide an extra edge over their competitors.
How do you keep your team motivated?
I am managing a team of 4-6 people and the transformation from individual performance to a team’s performance has been remarkable. Of course, I get to learn a lot from my teammates. But having said that, there has been some calculated freedom, confidence and decision authority transfer within the team itself. This has helped them learn quickly and at the same time has given them a boost for leading and taking ownership of account/client objectives from the channels. Also, occasional team outings work in reducing the stress due to long hours sometimes, and it increases efficiency as well.