Understand the changing consumer behavior & have a strategy to engage them as per their expectations

Ardi Kemara Pradipta
    Head Of Performance Marketing

Ardi Kemara Pradipta On Mobile Marketing

When did you decide to build a career in digital marketing and why?

I started my career in digital marketing around 15 years ago. I chose digital marketing as I found it to be a promising and growing field as the primary reason. Additionally, I always wanted to understand the challenges associated with traditional marketing and how digital could play a major role in changing the way brands reach their users.

How do you stay ahead of changes in mobile marketing?

Staying ahead in mobile marketing can be achieved by keeping oneself updated with the latest happenings across the marketing industry. You should be keen on observing the changes in the landscape and understand how the future discourses would be affected by it. Also, you must be alert in understanding the changing behavior of the consumers and have a strategy to engage them as per their expectations.

How do I know if I am connecting you with the right customers?

Connecting with the right customers is crucial to judge the performance of your marketing strategy. Fintech customers are more likely to use your solution only if they feel secure with the transactions they are doing, and there is no risk of losing money or fall prey to any fraud. Providing trust and security should be the aim for marketers in the fintech sector to win more customers and retain them when they have already converted.

Tell us about your approach to acquiring quality users.

No business can survive without user acquisition, so getting quality users is a priority for us. However, along with wooing new users across the marketing channels, we also concentrate on engaging the inactive users in our current database too. Most of the time, onboarded users stop interacting with your communication or turn inactive towards your app or website usage, so getting them active once again is a great way to improve the quality of the acquired users.

What do you think about the impact created by Video on consumers?

Videos are here to stay, evolve, and make a difference when it comes to consumer engagement. This is because videos can convey a huge amount of information within a short span of time and in a more impactful way than any other form of communication. For example, a textual or image-based communication needs a detailed explanation to express the value proposition, thus asking the consumers to spend more time in understanding it, but a video does so within a fraction of time. Leveraged in the right manner, videos can become the solution to effective user acquisition and retention for many brands.

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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'.