When you build a campaign, treat users the way you would like to be treated by other brands

Karina Wardhani
    App Marketer

Karina Wardhani On Mobile Marketing

How challenging is app marketing in the travel industry?

Since travel is not something that most people need on a daily basis, the challenge is on finding the customer right when they need it and making sure that they come back afterward. Since the travel industry is as competitive as it can get, earning loyal customers is among the top challenges. With the competitors everywhere (offline as well as digital) and of different levels (regional as well as global), we always keep it in our mind to acquire not just users - but loyal users.

Tell us about your journey as a marketer so far?

My journey as a marketer so far has been an exciting one! Through the years, I’ve got the chance to work with various media and various industries, from social media marketing to app marketing, from the banking industry to the travel industry. I must say that each and every part of it has its own charm and difficulties, but I enjoy it all. I have spent close to six years in the marketing industry and it has always been around digital marketing. I am enjoying how the industry is shifting towards a larger dependence on the data and user-centric approach. As new channels keep growing, it keeps the interest going for me as a marketer.

Any trends that you would like to share with us?

As for the trend, based on our survey, 8 out of 10 people are planning to travel in 2020. They are interested in scenic destinations, affordable destinations, and destinations with historical and cultural heritage. Also, I believe that the relevancy of the ads plays a big role. Thus, it is important to keep the ads targetted and relevant. We are trying different solutions—with programmatic being one of them—to serve the audience with more focused and relevant ads to improve the experience. With Covid, traveling has got reduced, and so, once the situation is better, it would only pickup more.

What keeps you motivated in the marketing domain?

The challenges and the everchanging nature of it. What worked a couple of years ago might not work today and what works today might not work tomorrow. Although the essence of it stays the same, the how is not and we need to always be ready to adapt. Some of the other key motivators for me are understanding changes in user behavior, learning various analytics models on different platforms, and accordingly framing my marketing strategy. I totally love this progress.

What advice would you like to share with young marketers?

Get a good understanding of the target audience—what they want, what they do, and what they might be thinking. They’re not only some numbers on your screen, after all! When you build a campaign, treat users the way you would like to be treated by other brands. So, keep up the hustle. Keep experimenting with your options. Keep taking some calculated risks. Rely on tested solutions, but keep looking for something new and untrodden. That’s how you learn the best.

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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'.