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Key Take-aways from ad:tech 2015 for an APAC Marketer

Going with an APAC-first approach, we understand what it takes to be a marketer in this geography. Drastically different in cultures, marketing only gets more complex here. Here are some key take-aways from ad:tech (Delhi) for every APAC marketer out there.

India Japan and China are the three big giants here and show significant differences in technology and marketing expertise.

Japan: Closed market, dominated by large agency players and large publishers, ad serving is still considered a cost that is unnecessary.

China: Publisher dominated market, less advanced when compared to counterparts but is catching up quick.

India: Mobile first market. Native ads, video on mobile and cross devices are becoming huge.

Australia: small population but mature market for marketing and media, video marketing is huge and tech vendors are extremely advanced.

Others: 50% of impressions of ads are from mobile. US, which is considered a mature market is only 43%.

So how do you tackle this diversity? No matter now different a market is, some of the underlying factors remain constant. Building a strong marketing strategy around these commonalities is the key to the APAC puzzle – of course minor tweaks and localisations are not to be forgotten.

  • Irrespective of the country, mobile is going to disrupt the way digital works and marketers have to be smart about that experience. Traditional marketing is just not enough. Marketing is no longer about finding users (from your target pool) and definitely not about ROI. It is about finding ways to engage with them across devices and channels.
  • Using data to drive consumer experience is a journey. Some brands are so acquisition focused that they fail to see what else they can do to complement user experience. With the internet of “Everything” and devices everywhere, it is more important to look at what are your customers doing and why they are doing so. It is now critical for brands to think about how else can they interact and engage beyond transaction or a sale. Plan for and start thinking about building customer experiences.
  • Your marketing must deliver results too! Measuring things that matter is equally important. The predictive things come from what’s happening today and to a large degree attribution modelling is the holy grail of everything. One of the challenges for marketers today is what to measure. There is a lot of raw data and beyond a certain point, you are stuck because of analysis paralysis. Remember: Speed of actionable insights matters. Start planning for the future of cross device. ROI is not about just one channel anymore, think holistically.
  • The smartest of algorithms are to be designed with context in mind. Data has been around for some time now, speed and accessibility sure has increased, but actionable data is the key.

The think:tech session at ad:tech Delhi had a lot to offer and the pointers above are just the essence. Hear it all from the experts themselves, video coming soon!

What is DMP? [PM Video Series 4]

Have you ever wondered if you could predict the NEXT product that your customer might buy?
Imagine a customer walks into your store, like every Thursday. Picks up her weekly’s and leaves. She’s got friends visiting.She logs in to your website that Sunday to buy a few more things. There’s a pop up on her screen that says “Hey, looks like you forgot to pick your weekly dose of Broccoli from our store, would you like us to deliver that too?”
Interesting, ain’t it?
Imagine the power of knowing what your customer wants next! I am not talking mentalist or magic. It is called DMP.

Let’s now take a look at the real world. Most brands operate in silos today. Like Luma rightly puts it, this is how the marketing attribution model presently looks like – data lies fragmented in different departments and multiple agencies employed by the organisation working in isolation.

Three problems emerge in the business landscape today:

One: Piecing together all the scattered information to understand every customer. Speaking the lingo: it is fragmented data from all your sources- CRM, call centres, SMS database, website click data, store visits, feedback forms etc.

Two: Derive something meaningful by recognizing these behavior patterns- basically predicting the next move. Actionable Insights we call it. But that’s not enough is it?

Three: Persuade them to buy – but how? By marketing at the right place, at the right time with the right message. Offer discounts, place ads on social media, reach out to them on SMS, send them e mails (any marketing channel that you could think of).

So here’s the definition of a DMP- the one that solves these three problems. It brings together fragmented data, to give actionable insights and helps you engage or market to your audience.

Let’s say you are a banker. When a customer walks in, you surprise her by recommending the best home loans. You knew she was there for home loans even before she said so – you knew her next move. Remember: It’s not magic, you have been using a good DMP.

What to look for when buying a DMP? We’ll look at it in the next video.

 

Solving The Mobile Web vs App Puzzle…

‘If your plans don’t include mobile, your plans aren’t complete’ – Wendy Clarke, VP Marketing, Coca Cola.

When the VP Marketing of Coca Cola says something, I’d listen to her.

This is not just a fancy quote. It is backed by some solid facts. Let us look at the mobile internet scene in India for instance,

57% of internet users search for content online with their mobile and 58% of users use mobile to purchase products. These are numbers from 2015. India is a massive market for the new age internet consumer.

There are 110 million active mobile internet users in India as of March 2015. 90% of this user base uses mobile app while the remaining 10% uses mobile web. While 10% is a small number, it still amounts to 11 million users.

Mobile is here to stay. And grow. Exponentially. You need to catch up soon if you haven’t already jumped on the wagon.

Cookies on web work perfectly to capture customer or prospect behavior. But, throw in mobile and this gets complicated. The mobile browser uses a ‘cookie’ to identify users whereas the app uses something called a ‘device id’. There is a good chance that one user could be identified as two different users. And you end up serving two different ads to the same person, thereby defeating the purpose of targeted ad spending.

This problem however, can be solved. Here’s a quick presentation on how the mobile web vs app puzzle can be efficiently cracked.

You can now reach your target audience with greater accuracy and realize better ROI on your ad spends.

HTML5 is In. Flash Out!

 

Html5 and flash blog

Google Chrome announced that they will ‘intelligently pause’ Flash content that is not central to the webpage. The central content though will run seamlessly. For example, animations on an ad will not play unless the user clicks on the ad. A second click will then take her to the landing page. This essentially renders Flash ads ineffective since it isn’t capable of capturing eyeballs anymore. With this update Chrome will optimize the battery consumption of devices – studies reveal that Flash video reduces battery life 17% more than HTML5 on laptop and 12% more on tablet. Chrome will go live with the update in September 2015.

We at Vizury couldn’t agree more with Chrome. We have been advocating the principle of universal technology across devices and platforms for a while now. On those lines, HTML5 has always been our preferred ad platform for the obvious reason that it is much more powerful and efficient than the alternative.

Here’s a quick comparison that tells you why?

Html5 and flash comparison (1)

That’s not all. Here are five more reasons why we love HTML5:

  • HTML5 is absolutely mobile friendly. Mobile browsers are compatible with HTML, therefore creating mobile-ready content is that much more easier. 50% of internet users use mobile as the primary device for browsing the internet. With mobile dominating the mobile space in terms of content consumption and online transactions, HTML5 is clearly the way forward.
  • HTML5 is responsive to the screen size of your device, Flash isn’t. Users can always have access to the best available version of content on any device they prefer. Your ads will look great, irrespective of where the user views it.
  • Plays videos, animations and music without any additional plug-ins. Developers can use JavaScript to create graphics and animations.
  • Adapts to the browser you use and optimizes content accordingly – no restrictions there either.

And… HTML5 is free 🙂

We at Vizury believe that ensuring a superior user experience is vital and ROI will follow. The brands we work with also concur with our belief to place users at the center of everything we do. By September 2015, all of Vizury’s campaigns will work with HTML5 ads. Our campaigns will be perfectly compatible and run seamlessly across devices, platforms, browsers and screen sizes. This, we believe is yet another step in our march towards offering a flawless brand experience that is not bracketed into channels and devices but spans across the digital world.

Beyond Installs|Advertising in The App Only World

 

Beyond Installs_Vizury Event

 

 

 

 

 

 

 

 

Beyond Installs is an exclusive invite-only event hosted by Vizury and Apsalar for the mobile marketing leaders of India.

India has about 110 million mobile internet users as of March, 2015. 90% of them use mobile apps to consume content and make transactions. However, more than 50% of them never come back to an app once downloaded. Smartphones these days are crowded with apps but very few of them are used on a regular basis.

‘Number of installs’ as a metric becomes irrelevant to measure app performance anymore.

So, how do you get your users to come back to your apps? How do you engage them and prompt purchases?

To keep pace with the digital marketing which is quickly moving towards an ‘app only’ world, you need to be able to answer these questions.

‘Beyond Installs’ gives you just that – answers.

Vizury and Apsalar bring together the thought leaders from Myntra, Ola, Freecharge and Times who have cracked the app marketing puzzle. They will share their experiences and give insights into the best practices of the industry.

They will help you look beyond installs.

You can listen to some intriguing path breaking stories, ask your questions and take away great ideas. You can also get your hands on the exclusive Mobile Commerce India – 2015 report.

It is happening on Friday the 31st of July at JW Marriott, Bangalore and Tuesday the 4th of August at the Leela Ambience, Gurgaon.

Agenda – Bangalore – Friday, July 31

blore agenda

 

 

 

 

 

 

 

 

 

 

Agenda – Gurgaon – Tuesday August 4

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Venue details

JW Marriott – 24/1, Vittal Mallya Road, Bengaluru, Karnataka 560001

The Leela Ambience – Ambience Island, National Highway 8, Gurgaon, Haryana 122002

Any questions, write to us at beyondinstalls@vizury.com

Building Conversations beyond Ads

By 2017, the earth’s population will be 7.5 billion. The number of app users is estimated to reach 4.4 billion. That’s 60% of the earth’s population.

Mobile apps are the way ahead. If you are a brand and if you don’t already have a mobile app you probably want to hop on the wagon if you have any intentions of not going extinct. People spend 90% of their time on the mobile app and 10% on mobile web. This ratio is set to skew even more towards the app in the coming days. As of June 2014, more than 75 billion mobile apps had been downloaded from the Apple App Store.

Having said that – getting users to install your app is the easy part. The real challenge comes when you have to retain users and engage them on your app and ensure they transact. Otherwise you can have a million app installs and it would mean nothing to your brand.

Build-Conversations-Beyond-Ads_Twitter-image

The line between engaging your users and annoying them to the extent they uninstall your app is very thin. Let us look at a few things which will help you tread that line with elegance.

Engaging the mobile customer

  • Get buy-in, not push-back: Connect with your app users, make sure they never leave. Deliver a personalized experience that they will love to make sure they stay hooked on. Gather cross-channel behavioral attributes and build customer personas that will help you understand your customers better. Deliver personalized messages and offers for every customer, give them a reason to come back to your app.
  • Make ‘idle’ active: Did you know that just 1/4th of mobile users access an app more than once? Bring back your inactive users to life. Use your data to nurture cross-channel conversations. Communicate with them in places and ways they like. Go mobile-friendly and use technology that is compatible with mobile and renders flawless content. Make it personal – speak their language with customized messages based on intent, inactive period and purchase cycle. Fast-track purchase journey and keep it going.

Where your customer goes, you go!

  • Unify conversations, unify your brand: Meet your customer wherever he is with one single message across channels and devices. Get personal. Drive a consistent message across mobile websites, apps, social, email, sms, push notifications. Real time omnichannel personalization is the way forward. Get on it early to make the most of your marketing dollars.
  • Let your owned media do more: Exhaust your owned media before you spend money on paid marketing channels. Deliver customized messages in real time on your own channels like website, email and social media. Measure the response across these channels before you shift to paid channels and optimize your spends. Spend where it matters.
  • Talk to your customers where they like it: If your customer responds with enthusiasm on Facebook, do not send him emails. If he responds to email campaigns, do not spend money on display ads. Serving ads to your customers on their most frequented channels and get better at conversions.

Just an ad thrown at the customer isn’t going to cut it anymore. To remain relevant, you need to engage in meaningful conversations with your customer that would help them move up the purchase cycle.

Originally posted on NASSCOM

Vizury Head HR Ranked Among the 100 Most Influential HR Professionals in Asia!

We are thrilled to announce that Pradeep PG who heads our HR team has been ranked among the 100 most influential HR professionals in Asia at the Asia Pacific HRM Congress 2015.

The 100 MOST INFLUENTIAL HR PROFESSIONALS IN ASIA is intensely researched. Their research cell consists of experts in the field of management and the shortlist is then reviewed by a Jury comprising of senior professionals from across the globe. The criteria for shortlisting included looking at things from a strategic perspective, impact of HR on the organisation, an ability to sustain etc. among many others.

Congratulations Pradeep and keep going! Here are some pictures from the event:

KRJ_6988Pradeep- Top HR Professionals in ASia

This year’s largest Mobile Event in SF is here!

2016 is an ‘appy’ year! What are you doing differently on Mobile?

Vizury, in partnership with Leanplum and Apsalar bring to you the largest mobile event in San Fransisco- The Mobile Resolutions 2016. Are you an app marketer? Then this event is for you. You get to discuss the growth of mobile and listen to experts about what they plan to do differently this year. The stellar panel includes:

Manish Chandra – Founder and CEO of Poshmark
Peter Morelli – VP of Engineering for Lyft
Nikhil Raj – Cofounder Comp Genome and Venture Partner at Commerce Ventures. Previously VP of Advertising Technology, Walmart eComm
Alessandra – Sales Director of Marketing for Smule
Manu Sharma – VP Growth and Data Science for Shopkick

Mobile Resolutions 2016 is going to take place the evening of January 14th at 620 Jones Bar. It’s free, so register before space runs out.

RSVP now

More details on the event:

Thursday, January 14th from 5:30–8:30PM

Location:
Jones Bar
620 Jones Street
Just 3 blocks west of Union Square in the SF Financial District

Memoirs from Mobile Resolutions 2016

Memoirs from Mobile Resolutions 2016

Mobile Resolutions 2016 was a massive success and thank you, app marketers for making it that. 2016 could not have gotten to a better start with more than 150 app marketers from the US under one roof. In case you didn’t manage to get a copy of the ‘9 Mobile Learnings from the East’ report, you can download it here.

With industry stats and 9 crucial lessons from the East which has cracked the app marketing puzzle, you can’t afford to miss this one.

Here are some cool shots captured on the day.

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Vizury’s App Re-engagement Solution Just Got Lighter!

We now have partnered with Kochava, a leading mobile attribution and analytics platform to power our App Retargeting and Re-engagement campaigns with accurate performance measurement and attribution. Kochava offers advanced app performance measurement, attribution and analytics that help app marketers with their App retargeting campaigns.

kochava

Already using Kochava? You can simply opt for Vizury’s SDK-less solution for In-App marketing. The integration is simple and takes not more than 5 minutes. This partnership will help your brand boost engagement levels with app users through dynamically customized banners and maximize your mobile marketing ROI. As we all know, the success of any Retargeting or Re-engagement campaign relies heavily on understanding what the user is looking for and showing him relevant ads.

Kochava’s mobile attribution platform provides brands with precise, audience-specific, real-time data from initial launch through conversion and lifetime value (LTV) reporting. Its tools enable marketers turn their data into actionable information.

Do away with the integration hassles while improving the performance and results of your Retargeting and Re-engagement campaigns!