The best strategy to convert installs into engagement is to build loyalty and trust

Falahuddin Rachman
    Senior Planning Executive

Falahuddin Rachman On Mobile Marketing

What made you pick a career in digital marketing?

Marketing is a fast-paced sector, and the application of digital technology only makes it more interesting. I chose a career in digital marketing because I like the challenges of learning about the latest trends in this domain to become a better marketer. Also, marketing gives me an opportunity to learn more about the changing nature of modern consumers and provide a solution that they would readily engage with.

How do you stay ahead of changes in mobile marketing?

Mobile marketing consists of a large diaspora of techniques, strategies, and real-life applications. I try to stay ahead in it by observing and learning about consumer behavior and analyzing their engagement rates with our marketing campaigns. Also, I keenly follow the innovations and discoveries and try to align them as per my marketing strategies if required.

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

Today, customers have become very picky about which brands they are interacting with. Therefore, you need to understand each of their needs individually and looking for a way to make them convert in a personalized way. I try to understand whether I am connecting with the right customers by observing the conversion rate and of course how much they can loyal to us. LTV will be another measurement that I used to classify more quality customers.

What strategies work best to convert installs into engaged users?

There are only strategies that work best to convert installs into an engagement is loyalty and trust. If your customers are loyal to you but have no trust, you will fail in having a true indication of the quality of your customer base. Similarly, if your customers trust you, but have no loyalty the number of conversions would decline. To win both, you need to understand their needs and provide a personalized solution to overcome the challenges they face. Doing so helps in creating a brand value that improves the engagement rates by several notches.

What are your thoughts about increasing customer LTV?

Increasing customer LTV is crucial as it helps you to reduce the acquisition costs, improve engagement, and subsequently allows more freedom to experiment with your marketing strategies. Besides, these customers also become your brand ambassadors and help you to acquire more customers without spending a lot on your marketing campaigns. Retaining your old customers and converting them repeatedly helps you to build a symbiotic relationship between the brand and the users.

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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'.