The CLTV can only increase if the customers find value in our business and trust us

Gandharva Kumar
    Senior Growth Manager

Gandharva Kumar On Mobile Marketing

How do you stay ahead of changes in mobile marketing?

I look to stay ahead of the curve by ensuring that my day doesn't end without having seen or read about these two things. First, the latest trends in product / creative design or communication strategy or marketing channels. Secondly, read about the various strategies from Marketing Leaders I follow. I also try to back myself with occasional out-of-the-box strategies/growth hacks, implementing them, and analyzing their performances.

Tell us about your journey as a marketer so far?

My journey in the marketing sector is for almost half a decade. The opportunity to have worked across brands from almost every domain (BFSI, e-Commerce, Services, Consumer Tech) has broadened my exposure. I feel blessed to have been a part of early growth stories of some of the country’s big reputed startup names today. And such experiences ranging from executing things hands-on to devising strategies to impact consumer life, have made me what I am today. It has been a cycle of unlearning & learning through these years. I am looking forward to many more of these in the future.

What strategies work best to get quality installs?

An app’s discovery through the right channel by the right people and relevant content will always give you quality installs. And to figure out these three (channel, audience & communication), regular optimization is the key. Exclude the ones not working out & give more push to the ones working out for you.

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

Firstly identify the parameters that describe user behavior to understand whether the audience is right. Secondly, the truth lies in the data. So, analyze the user behavior data extensively & regularly and see if it resonates with the target group for your brand & product. The measurement of user engagement here is done through the usual tracking of CTRs, conversion rates, number of installs, bounce rate, churn rate, etc.

What are your thoughts about increasing customer LTV?

Increasing customer LTV is vital for any business, and we are no different, either. However, we believe that CLTV can increase only if the users find value in our business and trust us to solve their issues. To create such an ecosystem where trust and value addition exist together, we try to communicate with the customers and know the bottlenecks. Once the obstacles are removed, the journey becomes a lot smoother for the client and us.

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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'.