Internet and Marketing – Age of the Mobile App

The internet is changing as we know it. Especially, from India’s perspective, the internet landscape is evolving rapidly. Here are some staggering numbers to re-iterate my point – there were 350 million internet users as of June 2015 and this number is set to reach 500 million by 2017. This number looks even more enormous when you consider the fact that only 20% of India’s population currently has access to internet.

Surge of the mobile app

The most interesting trend to observe though is the surge of mobile apps. Apps are taking over the way people access information, consume content and buy products and services. 200 million active mobile internet users in India spend 90% of their time on mobile apps. With 20 million smartphones having been shipped in the second quarter of 2015 alone, India is set to overtake the US as the second largest market for smartphones after China by 2017.

We Indians have always been quick to embrace new technology, and that’s the reason we have almost completely skipped ‘mobile web’ to ‘mobile app’. User experience is another factor that to which this trend can be attributed. There is an app for almost anything now – getting a plumber for your house to buying a car.

The mobile app is here to stay. It is convenient, it is secure and it is right in your hand. I don’t think you need more than 5 clicks today to book a taxi or buy a shoe. Payment gateways have made transactions much quicker and safer. The leading e-commerce brands in India are generating more than 60% of their revenue from apps. Brands like Myntra and Ola have completely moved to ‘app-only’ while brands such as Grofers have started off with the app alone.

Age of the Mobile app

How marketing has evolved?

In a more or less ‘app-only’ scenario, what happens to the marketing mix of a brand?

10 years ago, a brand could probably have gotten away with a TV campaign, a print ad and may be an email campaign to communicate with its customers. Today, it is much more complex. Customers come into contact with brands on several online and offline touchpoints – store, call center, website, email, sms, social media, mobile app and others. With such a diverse set of access points and a growing number of devices and platforms, brands are forced to rethink their marketing strategy.

The crux of marketing is slowly shifting from ‘product’ to ‘customer data’. Brands have traditionally focused on product features and brand values to drive their marketing campaigns. Today, data has become the most essential component of any effective marketing initiative.

Get Personal

Marketing needs to be personal to be able to engage with the users across the myriad channels. I believe brands need to communicate a single message across all their channels. Different messages on different channels only end up confusing the user – this does not help bring them up the purchase cycle at all.

Who is your customer? What do they like? Where do they spend most of their time? Have they already made a purchase with you? Are they looking to buy something right now? These are the questions a brand needs to have an answer for, to crack the personalization puzzle.

With the surge of apps, personalization goes to a whole new level. User behavior can be tracked anonymously with the help of device ids and customized messaging can be pushed through push notifications, in-app ads and sms. Rich user experience in apps has found to directly impact conversions.

The way I see it, for the next 10 – 15 years, online marketing is going to be all about ‘personalization’ and Big Data will be at the crux of this phenomenon. Brands will have to make good use of the tons of data in their possession to drive personalized marketing and grow their businesses.

Originally posted on IBEF

Marketing Declutter Series (02)- How does Offline data impact Online Marketing?

Activate omnichannel personalization using your online and offline data across channels including second screen engagement for personalized advertising that is powered by predictive analytics and is optimized with programmatic buying for a marketing strategy that works.

We spoke about this statement last week and then discussed what omnichannel personalization meant with the help of a classic use case. Continuing this series of 5 articles, today let’s have a look at the second jargon in the sentence – online and offline data.

Well it’s pretty simple. Most of us know what it means. It literally means online data (data from online sources – clickstream, app) and offline data (data from offline sources – CRM data, events, emailers, ATM, call center)

However, what is the significance of these online and offline data? How can a brand make use of its offline data to impact its online marketing? Those are the questions we will be trying to answer with this use case.

marketing declutter series 2

Let’s say you are a bank. Getting more customers to use your bank’s payment wallet is one of the key objectives that you are pursuing. Here’s how you can use your customers’ offline data to achieve this. You have tons of offline customer data available, one of them is their debit card transactions. Now, the debit card transactions for Asha over the last quarter tell you that she has purchased from the fashion retailer Myntra’s app 3 times in the last 2 months. And the average value of these transactions is around INR 2200. What this means is that Asha frequently buys from Myntra.

marketing declutter 2_offline data

Knowing this, you can personalize your website banners for Asha every time she logs in. For example, the next time Asha visits your website, your website banner can say “25% off on Myntra app if purchased through your wallet”.

marketing declutter 2_myntra example

This is personalization in its true sense. You are targeting a loyal customer with an attractive offer while persuading her to use your wallet for the payment.

This is the simplest of use cases where a brand can make use of its offline data (debit card transactions) to drive personalized marketing online (website).

Write to us at with any questions or thoughts you might have on personalized marketing across channels.

Next week, we’ll talk about ‘second screen engagement’.

Vizury partners with TUNE to power its App Retargeting & Re-Engagement Offering

We have partnered with TUNE, the leading enterprise SaaS platform for marketers and their partners to measure results on mobile, to power performance measurement and attribution for our App Retargeting and Re-engagement campaigns. TUNE brings together measurement and attribution across paid, owned and earned media to help app marketers measure campaign performance on mobile.

If you are a TUNE customer, the integration couldn’t be easier! You can simply opt for Vizury’s SDK-less solution for in-app marketing by contacting us.


Currently people spend as much as 90% of their time on the mobile app and this number is only set to grow over the coming years. As a mobile marketer, it is time you powered up your mobile app strategy.

As your customers’ love for apps continues to grow, there are two major challenges you will face as an app marketer:

  1. Retain users and engage them on your app and ensure they find ongoing value.
  2. Accurate in-app measurement will be a crucial step in this process to demonstrate RoI on your mobile marketing investment

Vizury’s partnership with TUNE helps you tackle these challenges head on. Using over 100+ behavioral attributes, Vizury’s App Retargeting & Re-engagement solution helps you understand your users’ intent and preferences. It then customizes product recommendations for every single user and prompts them towards a purchase. It keeps a close watch on the user’s engagement levels and gets into action when a dip in activity is observed.

All of Vizury’s Retargeting & Re-engagement campaigns can be measured via TUNE® Marketing Console, which results in accurate performance scores for Vizury customers.

Partnering with TUNE makes Vizury’s App Marketing Solution industry leading, driven by accurate app performance analytics and attribution.

Vizury Partners with Dailyhunt to Expand App Ad Inventory

We are thrilled to partner with Dailyhunt to expand our App Ad Inventory for our App Retargeting & Re-Engagement product. Dailyhunt is a leading news app with 100 Million+ downloads offering the largest collection of news, books and magazines in 15 languages (which just means, you get to engage your app users in so many more ways!)
Vizury Partners with Dailyhunt_1
With the surge in the use of Apps and focus on In-App sales, User Retention & Re-Activation has become the primary objective of brands and we have significantly strengthened our App Retargeting & Re-Engagement offerings through this partnership with Dailyhunt.
For more info on our app retargeting and app re-engagement solution, click here.


Remember the first time you had the pleasure of experiencing an orchestral or choral concert. You asked yourself, what is that guy doing with the wand? Is it just for show? For those of us, who are still wondering and those of us who generally give that sort of a thing a wide berth (BTW it’s recommended that you don’t).
That gentlemanis a Conductor and what he’s waving is called a Baton. In layman’s terms, a conductor, through his gestures, sets the tempo and owns the sequencing of individual pieces. Of course, much of this is well rehearsed before the actual performance.

Imagine, a concert where there is an ensemble of great artists, who are required to debut an original piece, without any rehearsal and without a conductor on stage.  Assume for a moment that the notes given to them are their own part and not the whole work. Surely, the odds are that the resultant symphony, if one may call it as such, would not be music to our ears.  As Claude Debussy said, Music is the silence between the notes.

Cut back to our lives as Digital marketers. Indeed, some of us are conductors in our special (read boring) way. We have our own set of instruments, which we call Marketing channels. Except, we demand from our orchestra that they each play their part independent of each other, from the get go.  We think that the best outcome would result if every individual did their personal best.

Could it be that instead of an inspiring journey, the audience is taken through a whole lot of noise?  Do you hear thunderous applause in your theatre or find the seats getting empty rapidly?

Setting aside the analogy for a bit, would it make sense to first visualize what the ideal user journey looks like? The end goal would be to drive users towards a mutually fulfilling outcome, while optimizing for their experience and your dollars. Could this journey then be broken down to individual parts to be played by each marketing channel at the most opportune moment and in the most effective manner?

The crux of the problem is that the aforesaid channels do not interact with one another. They have an incentive to outperform one another and not the actual goal, which is to enhance user experience and lower CPA at an overall business level. The incentives are further reinforced by the way most attribution systems work. Ex: Last click or first click.

How does then an App marketer ensure that each of their users receives the most relevant message at the most relevant place at every point in time.

While there are technical challenges galore on the Desktop side, this is very much achievable with respect to Mobile Apps. The simple answer to the problem is to have an omni-channel mobile engagement platform, which enables App marketers to define and execute the ideal user journey seamlessly across marketing channels.  The ramifications of this approach in terms of customer satisfaction and cost efficiencies are astounding to say the very least.

After all, you might get to hear thunderous applause in your company boardroom and bow down in a more appreciable sense.


Online Retailer gets 3x higher conversions with Free before Paid

If only.

A hot girl walks into a bar. She appears to be smart and independent. Your eyes meet. She smiles at you. Your heart skips a beat. It feels like the two of you were just meant to be and that after all – there could be a happily ever after. You’d treat her like a queen but she doesn’t know it yet. There are a dozen other guys at the bar trying to woo her.  You know it’s now or never. The manager is watching you and walks up to you. He has her business card and is willing to trade contact information for Benjamin Franklins. Money doesn’t matter. You empty your purse for her coordinates. You text her, Whatsapp her, Send her a Facebook request, invite her on Hangouts, even LinkedIn…break a glass to get her attention.

You walk up to her and tell her that Irish joke. It turns out her mother is Irish. She is pissed off. She leaves with another guy. You are heart broken. And broke. Quite broke.

If only you knew she was Irish. If only you knew she loved dogs. If only you knew…she responds to emails.

It was only a dream, but…

The alarm bell rings. You wake up. You are glad it was only a nightmare. An hour later you are at the office of You are an App marketer. You try and reach out to your customers over Push notifications, In App Ads, Emails, SMS…yaaawn. You blow up someone else’s dough. Piss off some of your customers…a lot of your customers.

If only you knew which ads your customers would respond to. You could save so much for the business. If only you could tell them what they cared about, every time. You would not piss off so many app users. They wouldn’t leave. Your boss would be thrilled. You could get a promotion and a raise. You stop day dreaming. You call it a day.

The happy ending

You go to the bar. That lovely lady from your dream walks in. She is with a man. You are sad. You browse through your inbox. You have no unread emails. You want to distract yourself. You check your trash folder. You find an unread email from Vizury. It’s something about Engage App, a multichannel mobile marketing platform, which enables an App marketer to send out 1-1 personalized messages to App users at a channel of their preference. Wait…OMG… You deleted this? You read the case study. Your mind starts racing. There is a tap on your shoulder. It’s that lady. The guy is her wing man. She thinks you are cute. You smile.


16 Step Guide: How to scale up your BFSI digital business – Part II

Part I of this 16 step guide discussed the 6 steps to scale up ‘New customer acquisition’ in the ever growing online space of the BFSI business. Brands are striving harder than ever to drive incremental revenue through their digital assets. The 6 elements that contribute to new customer acquisition were – Search, Display, Social media, 2nd party data providers, Email markeing campaigns and TV Analytics.

Part II of this guide will now talk about the subsequent aspect of scaling up digital – ‘Engaging your existing customer base‘.

Here are 10 critical steps to personalize the experience of your existing customers across channels, boost user retention and upsell/cross-sell relevant products.

Click below the download Part II of the guide.

Disrupting Airlines Marketing – A True Growth Marketing Story

3 steps for airlines to enhance yield management with personalized offers

Airlines is the one industry where managing demand and supply has ever been the biggest pain point. The difference in demand between a weekday and weekend is starker than any other business. Airline companies have traditionally tried to close this gap by doing one thing – pricing. They offer flat discounts on ticket prices during weekdays to try and generate more demand. Weekends take care of themselves.

Subra Krishnan, SVP Products at Vizury, explains in this article, why this approach of airlines is not ‘user centric’. He goes on to explain 3 simple steps through which airlines can close this demand-supply gap from a personalized marketing stand point.

Click here to read the complete article

16 Step Guide: How to scale up your BFSI digital business-Part I

We are witnessing a revolutionary change in the way consumers purchase goods and services. A scenario which would’ve been unimaginable 5 years back – but these days consumers in the APAC region are increasingly transacting online and on their mobiles – anything from a cellphone to a t-shirt to booking a cab/flight to holidays. It’s imperative that insurance marketers leverage this opportunity to simplify the decision making process and incentivize the user to purchase insurance online.

Taking the insurance example – the online contribution to the revenue of insurance companies is significantly minimal compared to other industries. Looking at it the half-glass-full way, there’s immense potential to scale up the digital business to the tune of 10X+.

The key question though is – How do you go about achieving it? Here is a checklist of 16 steps which will help you assess your current marketing strategy.

These 16 steps are divided into 2 parts and we will discuss the first part in this guide – ‘New Customer Acquisition’




The Roast of AdTech- A Recap

It was a bright and sunny day. It was going to be just another adtech event at the Leela with panels and booths and a whole lot of people. Except…it was not. This adtech, something different was going to happen, though for a mere half an hour. Someone finally came up with a cool idea, an actually cool idea – The Roast of AdTech.

Vizury decided to do a Roast, of the industry, of its stakeholders, of itself, of everyone. Subra, the SVP of Products was going to do it. Invites had been sent out, word had spread over social media and a palpable buzz could be felt among people on the day. Everyone wanted a peek. ‘Just what are they going to do?’ they wondered.

Come 6.30PM, the Board Room Lounge at the Leela Ambience hotel had all its 120 chairs occupied and more people were standing at the back of the hall with craned necks.

‘Abhi toh party shuru hui hain’, the JBL speakers blared and Subra walked, well danced, up to the dais to a rapturous applause.

What happened next will make you laugh, if not blow your mind 😛

Here’s the full video.

Take a look at some pictures  – the audience had a ball.

before-ad-tech-roast-adtech-2016.jpg at-vizury-adtech-roas.jpg

PS: A big thanks to Jaswant Singh, GM – AdTech & IMedia Summits and Abhishek Punia, Co-founder, #ARM Digital for being such a sport. Abhishek you were truly awesome!