The best strategy to engage customers is through personalization and relevant communication at the right time

Arian Vivaldi
    Head Of Marketing

Arian Vivaldi On Mobile Marketing

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

I decided to build my career in digital marketing around 4 years ago when I started handling Branding in my previous organization. I think there are a few factors that prompted me to choose a career in this field. First, I liked the challenge of improving customer outreach and the branding of my organization across marketing channels with consistency. The second important factor was to conduct communication with customers in a more targeted manner. As I started my career in Sales, I was aware of the challenges of bringing new business to a brand. Therefore, I started digital marketing to find a solution to these challenges.

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

Finding the right customers are critical to the success of any marketing strategy. Customers in the healthcare industry need a lot more personalized approach if you are looking to convert them. This is because of the diversity in the healthcare issues that every person faces. Therefore, understanding whether a customer is right for us depends on their experience while opting for our services. We also encourage our customers to provide us feedback about their experience while using our app and website.

What strategies work best to convert installs into engaged users?

The best strategy that works best is the personalization and relevance of our marketing communications. We believe that the right messages are delivered to our customers at the right time, in a way that ensures maximum engagement through the right kind of content. Unless people find the messages according to what they expect, we will begin to lose engagement from them.

Why is it important to connect with users across multiple touch-points?

Customers in today’s time are not restricted to a single source of information and are active on social media, multiple websites, and other portals to find a solution to the issues they are facing. Unless we are on all of these platforms ourselves, we won’t understand how to be relevant to them. Also, all of these platforms have different purposes and mold people’s opinions in multiple ways about a website, app, or brand and build the conversion intent. Understanding these emotions are essential, which subsequently would require you to connect with your users through multiple touch-points.

How do you stay ahead of changes in mobile marketing?

The key to staying ahead in the digital marketing industry is to keep yourself updated with the latest happenings across the marketing landscapes. Also, one should constantly observe the changing trends and have the foresightedness to understand how a certain development in the technology or a strategy might affect the mobile marketing industry. Constant learning and understanding the customers’ behavior are the two major factors I try to accomplish in order to stay relevant.

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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'.