Meaningful relationship with customers is most rewarding

Li Zhiliang
    Head of CRM

Li Zhiliang On Mobile Marketing

What do you like most about marketing?

We are so empowered by the advances in technology and data, allowing us to blend our creative juices with it to deliver a great experience to the customer! This ensures that we build meaningful relationships with them, and that to me is what is the most rewarding. There are many challenges and changes that happen all the time, and with the ever-changing demands of the customers, there is never a dull moment.

How do I know if I am connecting with my customers in the right way?

I feel that there needs to be a good mix of quantitative and qualitative feedback from the customers. It is important to look at meaningful metrics such as click rates, LTV, subsequent behavior on site/app and more when serving them the content. However, it should not only be limited to that. I find that talking to our actual customers have given me equally valuable data that allows us to identify blind spots, and really get a heat check of how well we are really aware of their subtle needs. With both the quantitative and qualitative pieces of information, we are better able to apply meaningful actions to any form of predictions or recommendations. By the way, "always be testing".

What are your thoughts about increasing customer LTV?

Increasing LTV is a difficult one. I would say one factor that is really important is the value that you bring to the customer's life. The more value you bring, the more you are able to have that share of the wallet. This can be from meaningful products or even timely targeting to ensure that you are there when the customers are ready to buy (or even excite them enough to make another purchase). Apart from that, your current high-value customers are definitely a good place to start. This is where you already have people who love your product/service. Find out why and what makes it work! Then see how you can serve them better, and at the same time what is missing for the customers who are currently stuck at early stages. Remember, brand advocacy is the state where a majority of your customers need to be.

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

Your customers are omnichannel today. So should be your brand. The personal touch will make them feel more heard than ever. With more ways to share your message than ever, it’s incredibly important to establish a cohesive experience across platforms. From social to your website, traditional to email, there are a number of ways to communicate. Make sure your brand's voice remains consistent across the multitude of channels.

What are the new tools or tactics used to acquire and retain customers on your app?

There are N number of tools and platform which help to acquire and retain your customers and boost your marketing ROI. A multi-channel platform which helps to re-target, re-engage and activate your website and app customers across channels at every stage of the customer journey is what can change the game for every marketer. The platform should also be backed by a good analytics tool that helps you to drill down to gather details.

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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'.