Engage your customers with personalized messages and provide them with a smooth experience for quality installs

Felix Darmoko
    Brand Manager & Overseas Business Manager

Felix Darmoko On Mobile Marketing

What made you pick a career in digital marketing?

I have always been interested in marketing. And as most of the companies are moving to the digital space, I didn’t want to miss the chance. Digital is a booming sector, and it gives you immense opportunities to grow as a marketer. Also, I love to explore the challenges in the digital industry and learn from them. All of these reasons together helped me decide to pursue my career in digital marketing.

How do you stay ahead of changes in mobile marketing?

Mobile marketing is a versatile industry, with so many reasons to trigger a change. I try to stay ahead by observing these changes and adapting to them. It is also essential to understand consumer behavior, analyze your campaigns’ impact, and optimize them for better results. I also follow what other brands are doing and understand the impact they are creating.

What strategies work best to get quality installs?

I believe the only strategy that works best for me is engaging the consumers across channels and being sensitive to their expectations. It is also essential to engage consumers with personalized messages and provide a smooth experience after the installation to keep them hooked on your brand. To do this, relevant advertisements that grab your consumers’ attention becomes crucial.

What are your thoughts about increasing customer LTV?

Consumer LTV has become one of the vital metrics to scale up any business. Acquiring new users can become cumbersome at times. So, the best way to improve your revenue can be achieved by retaining them by driving loyalty. Loyal customers help you with repeat purchases and become the brand ambassadors for you, thereby bringing in more customers over time without incurring any additional acquisition costs.

Why is it important to connect with users across multiple touchpoints?

Customers have become more aware of the products they are using and the brands they associate with today. Moreover, they are always looking for a more personalized approach by the brands before getting converted. To provide such an experience, you need to understand the interests and the intent of your customers. Multiple touchpoints allow you to analyze your customers’ behavior to approach them with better understanding and drive in a top-of-the-mind recall.

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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'.