Control and transparency in digital is the key to marketing

    Digital Marketing

Rohith On Mobile Marketing

Please share with us about your journey in marketing

Professionally it has been over 3.5 years of a ride in marketing and going on. To be true, getting into digital marketing was an accident. Worked in an agency in Hyderabad for two and a half years, then freelancing for 3 months and now I head digital acquisition in Rapido. Now that I think of it, I actually had an interest in marketing from college, from being the presenter in hackathons to blogging and to starting the entrepreneurship cell.

What do you like about marketing?

Perspectives. As a marketer, you get to work with different teams and customers at a given point in space and time. I had many days where the first half of the day, I spend with the data team, crunching & analyzing numbers and the second half with the design team creating visualizations, scripts, etc. Along with this, as the journey of the customer and the company grows, you are exposed to various users & their perspectives, different trends in customer behaviors. As a marketer, you get a chance to work with different teams and domains like design, tech, sales & data which opens and widens one's perspectives.

What are the trends and future in digital marketing that excite you?

In the future per se, every marketing activity will have a digital touchpoint or attribution. Coupled this with programmatic and being accessible to all small and big marketers, interesting trends and ideas pop up. New platforms and technologies pave the way to reach the users in ways we haven't thought of. Seeing the rate of development of digital advertising platforms per se in the last 20 years or so, the next few years will be very exciting to be part of.

Is there a challenge in digital marketing that you feel is unaddressed?

In addition to the two challenges: Attribution and Fraud, there is one very big challenge: duopoly. The 2 giants cover most of the digital advertising dollars and as a marketer, we have very little control over the platforms. The new platforms are emerging & challenging this status quo and hopefully grow and continue to do so, giving marketers many more options and importantly: control and transparency.

What is your goto mantra for emerging marketers?

Read. Read a lot. One needs to keep updating oneself with constant developments in marketing and consumer psychology. Along with reading marketing articles, do read various other disciplines to get exposure to various things and as I said earlier grow perspectives. You can read about design, data, behavioral economics, psychology, current affairs, etc. which definitely will help you in your work. You don't need to master them but can learn tidbits of the same. I tell my team and myself, even if you read 1 article per day, every day for a year then you would have completed a book, now keep increasing that number and the trove of knowledge you will have will be amazing.

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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'.