Kishore Kumar Palakodeti On Mobile Marketing
Tell us about your journey as a marketer so far?
Professionally, I have been a marketer for more than a decade now. I have enjoyed how the industry has transformed and how it is becoming important for marketers to expand their skillset across different expertise. I have probably touched every aspect of digital marketing during this period - whether it is email or PPC or affiliate. I have thoroughly enjoyed each one of them. I can’t say that it was smooth as there were always some challenges and probably that made the role even more exciting. So, the journey as a marketer has been a great one.
How do you stay ahead of changes in mobile marketing?
I believe we are not ahead in mobile marketing. We are just following the user trends. Understanding user behaviors is the key to successful adaption to the changes in mobile marketing. How do I do that? Well, that’s a tough ask. We have to consider various factors - we maintain a keen eye on available data points, follow several industry leaders who report such trends, and even experiment with various alternatives. And, we do all this with the central idea of enabling customers with the right knowledge to make the decision at any moment.
What strategies work best to get quality installs?
Understanding the quality install clearly is important. In the mobile gaming industry, the quality user is generally the one who regularly makes in-app purchases. There is no doubt that it drives profit, which is a valid point for them to qualify as quality installs. Another truth is that not every user is going to pay to play, and if we limit our target only to high-paying users, then we will have very limited users on the app, which will leave limited players to play with. So, to give them a better experience we need users who will spend more time playing the game. At Classic Rummy, we target both types of users and count them as quality users. The core of our strategy for driving more quality installs is reaching users across platforms and channels.
What are your thoughts about increasing customer LTV?
Here is definitely no one-size-fits-all solution here. Hence, personalization is the key. You need to convince the users that they are getting value for their money to increase the LTV. While some users are playing rummy to win prizes, while others may be playing just for the fun part of it. We try to figure out the need of the user early and then accordingly offer them the right deal with in-app purchases, such as more games, higher prize money, and other such perks. Such offerings, when triggered in sync with the user’s existing app engagements, get you more chances of conversions.
Why is it important to connect with users across multiple touchpoints?
Every platform and channel that the customer engages with has a role to play in their decision making. Utilizing them exponentially increases your chances of winning the customer. Serving ad at different touchpoints increases visibility, which easily boosts your brand awareness. Moreover, if you are customizing your ad messaging appropriately, you can drive higher installs and conversions as well. Also, mobile usage pattern among users is unique in many ways. You can’t ask the customer to go to social media to watch your ad. To be able to reach more customers, it is obvious that we have to go where the customer is.