Akash Affle's App Marketing Knight

Identifying and reducing new emerging digital ad frauds is the key

Akash Goyal

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.

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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'.