Multiple touchpoints help a brand to improve visibility and gain more conversations with customers

Omkar Rao
    Performance Marketing Manager

Omkar Rao On Mobile Marketing

What do you like most about marketing?

There are two aspects of marketing that I love most. The first is to get people to fall in love with a brand, and the second is to showcase our creativity. So, for me, marketing is all about what helps you to stand out of the crowd, and create something memorable so that there is a sense of accomplishment. Understanding people’s emotions towards a marketing campaign has been my prime motivation in marketing.

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

I know about the connect by listening to the feedback from my customers. I tend to collect a mix of both positive and negative feedback. Moreover, technology has now enabled us with tools to understand, analyze and identify customer’s insights on various factors like performance, and sentiments. It creates a reliable understanding of customers. Knowing the way how customers engage with our marketing communications and collaterals helps us to identify our blind spots, and ensures that we are actually contributing according to the customer’s needs.

What are your thoughts about increasing customer LTV?

Increasing the lifetime value of customers is really important, as it directly grows the revenue for any brand. Leaving aside the business perspective, I think that the LTV of customers will increase only if they find our product or services valuable and can relate to us in everyday life. It is also an indication of a strong relationship with the customers, i.e. we should be exciting and engaging enough to keep winning the customers we have. Apart from retaining customers, Customer LTV also is valid for the new ones. Unless we are able to offer an impressive experience to users the instant they lay their eyes on our brand, we won’t be able to have a customer with a high customer LTV.

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

Customers are everywhere and you can’t wait for them to come to you. Marketing is about reaching to the customers at their convenience. So, if we don't reach out to them with the right content at the right time where they are, lots of marketing efforts will go in vain. More importantly, brand perception and brand identification would take a hit. Multiple touchpoints help a brand to improve visibility and gain more conversations with the customers.

What’s new in your acquisition and retention strategy?

There are plenty of tools and platforms that help in acquiring and retaining customers. While dealing with this problem of plenty, it’s incredibly important to establish a cohesive experience across platforms. Make sure your brand's voice remains consistent across the multitude of channels. Based on my experience, platforms that can streamline retargeting, re-engagement and activation of your website and app customers is something that adds more value and ease for me as a marketer. I am looking to deploy them more effectively in my strategy. Along with that, I believe in utilizing the existing tools more instead of adding tools.

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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'.