Surasit Sachdev On Mobile Marketing
How do you stay ahead of changes in mobile marketing?
I try to stay ahead of the change by studying the latest developments in the mobile marketing industry. Also, small real-time experiments and application of the latest theories at times help me to stay ahead of the curve. Understanding the theories and observing the practical implications is the key to improve along with constant monitoring of the performances.
What strategies work best to get quality installs?
Getting quality installs cannot be achieved by following the same strategies that other players in the market are carrying on. Every brand has to follow certain unique strategies, which are just the amalgamation of the different quality practices that they carry out regularly. However, the first step towards getting quality installs is to identify the right set of the target audience. Also, we need to understand the kind of messages that would get people to install our app and be satisfied with our service offering. Being in the food industry, the messages must be visually appealing to the users and that should meet the expectations of the customers.
How do I know if I am connecting you with the right customers?
I know I am connecting with the right customers by measuring a few KPIs like engagement level, time spent on the app, and if they are opting for the services. I also listen to the feedback from the customers to understand if they are satisfied with the service we provide. I take the positive reviews as compliments and negative feedback as a stepping stone to improve our offerings. For us the key KPI to look at is bookings/orders + repeat bookings/orders.
What are your thoughts about increasing customer LTV?
Businesses today stress more on the retention of their customers so that they buy again and again from them. I believe that customer LTV will only increase if they find our services valuable and they are able to connect with us regularly to share their preferences and interests. Providing a rich experience is the key to improve user engagement, which in turn, enhances the lifetime value of the customers. We do a lot of marketing automation in terms of creating a personalized journey for each customer with ongoing experiments to optimize it.
Why is it important to connect with users across multiple touchpoints?
Marketing communication in today’s world is not restricted to one or two channels as it was in the past. Your customers are spread across channels and devices, and you cannot wait for them to reach out to you first. Connecting users across multiple touchpoints give you an opportunity to create a first impression for your brand and help you to connect with your customers to have an engaging conversation at their convenience. Unless you have reach and engagement, you would be able to build a lasting relationship with your customers.