Akshay Kanitkar Affle's App Marketing Knight

Personal touch will make customers feel more heard than ever

Akshay Kanitkar
    Director Operations

Akshay Kanitkar On Mobile Marketing

What do you like most about marketing?

Marketing is all about getting your brand message through people and convincing customers to buy your product or service which meets their needs, solves a problem, or fulfills a wish. This ensures that we build meaningful relationships with them, and that to me is what is the most rewarding aspect. There are many challenges and changes that happen all the time, and with the demands of the customer ever-changing, there is constant room for learning and growing.

How do I know if I am connecting with my customers in the right way?

No two customers are the same, and hence, I feel that there needs to be a good mix of quantitative and qualitative feedback from the customers. It is imperative to look at meaningful metrics when we are serving them the content, such as their click rates, LTV, their subsequent behavior on our site/app and more. However, it does not end there. I find that talking to our actual customers has given me equally valuable data that allows us to identify blind spots, and really get a heat check of how well we are really serving the customers. A customer in the metro city will certainly have a different need than that in a tier 2 city. Until and unless we connect with them, we won’t get to know it.

What strategies work best to convert installs into engaged users?

User acquisition is an important factor that should always be in consideration and worked upon. Once done, the focus could be on engaging the existing user base also. At times, there’s a major chunk of inactive users. So, instead of spending only on bringing new users to your website every month, wouldn’t it be better if you can make your existing users stay active regularly through omnichannel engagement? This definitely helps in a higher ROA, better conversion rates, and an increase in profits. The higher the repeat rate, the lower are your overall cost of sales.

Do you think Omnichannel marketing is the way to the future?

Customers are more brand-oriented nowadays than ever before. The brand they see is what they show interest in or buy. So for a brand that wants to grow & compete in the market, it becomes essential to make themselves visible to their audience across multiple touch-points and it goes the same with an established brand as well. The more the audience connects or associates with your brand, the more they purchase. Be where the customers are. Every year there would be a technological advancement, a new app or a new OTT platform will come up. So it is important to see if your marketing stack can help you reach your customers there. The brand recall has to be there in your customer’s mind, no matter if they are your loyal customers, just acquired customers or future prospects.

What are the new tools or tactics used to acquire and retain customers on your app?

It also comes down to what is your objective and what are you trying to achieve. One should choose a tool or a platform that helps to acquire and retain your customers and boost your marketing ROI. More than tools it's about the way you stay connected with your customers across channels and devices to acquire, convert & engage your website and app users at every stage of the customer journey. The personal touch will make them feel more heard than ever. With more ways to share your messages, it’s incredibly important to establish a cohesive experience across platforms. From social to your website, traditional to email, there are a number of ways to communicate. Make sure your brand voice remains consistent across the multitude of channels.

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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'.