Leverage data to acquire future brand advocates

Neha Nalini
    Acquisition & Retention

Neha Nalini On Mobile Marketing

What made you pick a career in digital marketing?

Immense activity backed by the ability to measure actions. That's how I define the digital world of today. Add consumers to it and the game gets exciting. In today’s ecosystem of virality, users are no more just the source of data consumption but are also a source of data dissipation. Almost every day there is a new platform coming up, powering more visibility into the consumer mindset. While events are uncertain, digital makes it more measurable. That’s something which pushes me to work better, learn, and develop as a professional. In short, I have every research and stats to back my decision. I am more confident of an action today than tomorrow and that's why I am in digital marketing.

Tell us about your approach to acquiring quality users.

First of all, it is very important to understand who your users are. A gaming audience will be different from a traveler. Also, quality acquisitions need to be a long term & well-thought process. U don't just acquire, you intend to acquire high LTV users always. As such, audience understanding is critical - their behavior, intentions, and attitude. A strong DMP - data management platform adds intelligence to your audience acquisition, which can result in acquiring users who can tomorrow potentially be your advocates. Also, make sure, you are tracking the right metrics and investing in fraud-free sources of acquisition.

Which strategies work best to convert installs into engaged users?

Personalization with retargeting is the key game changers. Once your app is installed, you need to make use of the available information and user behavior. Use that information to gain the interest of quality users. Your push notifications on the app should reach the user when they are attentive to their phone while ad experience should remain smooth. App notifications perform better when we maintain a fine balance of cross-platform retargeting.

What do you think about the impact created by Video on consumers?

We all know time spent on videos has increased drastically over time. Not only the video ads increase engagement, but also gain more attention from the consumer. Almost every engagement & ad performance metric like CTR, conversion rate, and others are higher for ads. They increase confidence in online purchases thus leading to a boost in online and even offline conversions. Since the customers are shifting to small screens, marketers should create meaningful video content to influence the audience to drive conversions and increase engagement.

Why is it important to connect with users across multiple touch-points?

Customers are more brand oriented nowadays than ever before. The brand they see is what they buy or intent to show interest in. So for a brand that’s willing to grow & compete in the market, it becomes essential to make themselves visible to their audience across multiple touch-points. The same applies to even an established brand today. Loyalty would be driven by being in the consideration set, which in turn is built by frequency of touching base with your customers, which has now evolved into a multichannel exercise. The higher the top of mind recall, higher the loyalty.

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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'.