Providing an immersive experience to customers is key to increasing LTV

Prabhat Taneja
    Head of Strategy & Performance

Prabhat Taneja On Mobile Marketing

What made you pick a career in digital marketing?

At the start of my entrepreneurial journey back in 2010, I dabbled with myriad fields of digital marketing – SEO, Website designing, Link Building. It was evident that digital is going to be the new rainbow industry thus, I set my eyes on digital marketing and there was no looking back. The past 8 years have been nothing but fascinating. This vast industry with a lot of creativity and fast-paced dynamics has made me love every bit of it.

What strategies work best to get quality installs?

Mobile install is the first but very critical step for any app marketing campaign. The key is reaching out to the Right audiences, at the right time, with the Right channel and messaging – Essentially to people who understand the value proposition of the app and integrate it as a part of their regular routine. Keeping the audiences engaged, constant effective communication, and creating win-win for consumers contributes to a great extent in building that stickiness.

What are your thoughts about increasing customer LTV?

Customer lifetime value is directly proportionate to the growth in revenue for your brand. One of the most effective ways of increasing the LTV is by providing the customers with value in our products and services e.g. bundling, subscription modeling, etc. Also, focussing on the relationship with the customers through relevant and engaging communication is imperative. An immersive experience to both the existing and new customers is the key to increasing CLTV.

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

The presence of social media, and high-speed internet on mobile phones means that the customers can access anything online with a single touch. Marketers can, therefore, no longer depend on a single communication channel to reach the users as they can be on any app or web at a given point in time. Connecting with the customers across multiple touchpoints lets you optimize your marketing communication by making balanced use of all the opportunities that you may have in grabbing your users’ attention.

How do you stay ahead of changes in mobile marketing?

The transition and the growth in the digital sector have been exponential over the last few years, and the only way to stay ahead is by constant observation and learning. Also, one should be open to run experiments, take small risks, and learn from their own mistakes to stay ahead in this competitive arena. Subscribing to crucial RSS feeds, I try and learn one new thing about mobile marketing every day and share it with my team. Another very important contributor is our regular brainstorming session - what better way to learn than picking brains of some brilliant people in our industry?

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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'.