There's a lot to love about being a modern marketer

Ronak Jain
    Mobile & Growth Marketer

Ronak Jain On Mobile Marketing

What do you like most about marketing?

There’s a lot to love about being a modern marketer. The new era of marketing is getting more competitive, creative and technical these days. We can start with a cool idea, scale it soon, and share it with the world, all without leaving our desks. The best part is we get paid to write, create, and build relationships. If we’re doing the job right, we can have fun, and genuinely help people by creating awareness about a brand at the same time.

Marketing is a constantly evolving place and I am someone who loves to keep moving, I love change and I enjoy doing something new every day, it keeps me motivated.

What do you see as the next big thing in mobile marketing?

The market place is continuously evolving and this also indicated that we need to evolve with the market constant learning new things & innovative ideas to keep us ahead.

It’s important for all marketers to stay on their toes and adapt to the ever-changing marketing need. Trends, insights, and access to the right moment in marketing these days are very important.

I believe experiential marketing may be tough, but it’s worth it. Essentially, a brand creates an immersive brand experience for its customers. The goal is to build some sort of emotional connection between the customer and the brand at every part of their journey.

What strategies work best to convert installs into engaged users?

User acquisition is an important factor that needs to be taken into consideration and worked upon. Instead of bringing new users for your app every month, wouldn't it be a better scenario if you can make your previous users stay active on the app regularly? Inactive users sometimes are a major chunk, and if addressed rightly, can be seen as the lowest hanging fruit. This helps in higher ROAS & customer advocacy.

What do you think about retargeting ads? Am I informing my customers, or am I just annoying them?

We know that there's a very big correlation between user inactivity and uninstalls because the general behavior of a user when he doesn’t use an app as much, is to uninstall it. It becomes very necessary to retarget them with personalized ads to bring them back to the advertiser's app and complete the action.

The goal of marketing is to change customer behavior and drive action, whether that's to build affinity, encourage word of mouth, or spur a purchase. But more than that, it's about creating a win-win state. Customer-centric marketing (and the best marketing is always customer centric) benefits companies by building affinity and loyalty, and it benefits customers because a company's products or services meet their needs, solves a problem, or fulfills a wish.

The creative aspect of marketing for me is data-based and gut-based campaigns that achieve whatever the desired customer action might be. Notable creative is emotive, memorable, even risky. It may not be new, but definitely creating awareness in the minds of customers.

Can you spot the future mobile marketing trends?

Mobile usage is growing at such a very fast pace it's necessary for marketers like us to connect emotionally & communicate with the customers where they spend the maximum time. Artificial intelligence & machine learning would play the key role which will help us reach over customers across channels to Target, re-engage and convert users.

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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'.