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4 Ways to Segment Users with Vizury Engage and Boost Your Marketing ROI

Is it difficult to merge data from siloed data sources and create marketing segments?

Do you have standard segments that you run 365 days a year?

Is it tough or maybe impossible to create out-of-the-box segments to test any of your hypothesis?

Is your segment-type limited by the features available in your current tools?

If your answer to any/all of these questions is YES, then your marketing efforts need a big boost. Performance of any marketing campaign can be easily improved by creating well-defined segments that help you reach right set of users. Here are 4 ways in which Engage can help you build the right user segments and power your marketing efforts.

Types of Segments

  1. Pre-defined segments:
    Vizury’s rich experience in each of the verticals has resulted in repertoire of use cases. Vizury Engage comes with pre-defined segments specific to every vertical.
    For Insurance – a) premium due date b) cross-sell based on life stage
    For Banks – a) personal loans based on account history b) credit card
    For All Verticals – a) search campaign clickers b) email clickers4-ways-to-segment-users-autosegment
  2. Rule- based segments:
    Engage gives you the option to customize segmentation rules. Based on your marketing goals, you could come-up with your own list of rules. After onboarding data from multiple sources, data for each of the rules is generated and made available in our world-class UI. You could create new targetable segments using any combination of these rules/groups. Rules can be added at any given point of time, but there will always be limitations on the number of rules and their usage.4-ways-to-segment-users-rule-based-segment
  3. Programmatic segments based on behavioral attributes:
    Vizury Engage’s proprietary algorithms can tell you out if a set of users are good to acquire, convert and engage. Such segments are executed by our customer success team after getting all the required approvals. For example, a predictive user score can be one fundamental algo-based segment.
  4. Discover:
    Since all your data is onboarded onto Vizury Engage, you have access to Vizury’s big query interface – Discover. At times, you might want to evaluate a marketing hypothesis and run campaigns around certain set of users. Any type of analysis is possible on the onboarded data and some of this analysis can be marketing centric. For example, you could find out how many of your loyal customers from the apparels category are looking at electronics. That’s not all. With Engage, you can save the output of a query as a marketing segment and market to those users as well.

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How each of these segments are helpful

Each type of segmentation has its own benefits and can help you achieve specific objectives.

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Future of Segmentation:

Finally, I leave you with the 3 important things to look for while evaluating a marketing platform.

  1. Verticalization:
    High level of verticalization of segments is required to improve the performance. The way BFSI clients look at their registered segments is different than that of online fashion brands.

  2. Scale:
    Supporting hundreds of segments will be an interesting problem to solve.
  3. Channel Orchestration:
    Once segmented, how to reach a user with right message at right time on right channel.

Originally posted on LinkedIn

Memoirs from Mobile Resolutions 2016

7 Mobile Marketing Trends 2016

2016 is going to be the year of customers and mobile. Mobile is the most preferred device for online transactions and brands are focusing on building customer-centric mobile app engagements. Here are 7 emerging trends through the year of Monkey.

  1. Mobile Commerce will continue to grow but desktop stays: Last year, over 40% of online transactions globally were on mobile. In mobile-first markets like Middle East, India and SEA, mobile apps generated almost 2X more conversions than desktop. In 2016, mobile commerce grows stronger but desktop continues to generate significant revenue worldwide. Brands will re-optimize their desktop and mobile marketing mix this year.
  2. “On-the-go” shopping is here to stay: A trend that got popular last holiday season will continue to grow all through 2016. While waiting for the bus or in the queue to buy movie tickets, shoppers will never miss a chance to cart products on their hand-held.
  3. Location aware and real-time marketing gain significance: All through 2016, staying relevant in the customer’s present will become a pre-requisite. The impetus on connecting the online-offline dots is greater than ever before in 2016.
  4. Optimization and sync: Marketers will strive to synchronize marketing across different channels and devices. For mobile, a synergy between different touch points will be explored.
  5. Cross-device: Customer one-view and engaging mobile customers on desktop will be crucial this year. Brands will explore options beyond Facebook to go cross-device.
  6. Use of data for marketing: Customer touch-points keep multiplying and marketers will be forced to look at cross-device transactional data with a whole new perspective.
  7. Personalized content: This is also going to be a year when personalization in marketing communication will take prominence. With customized push and social ads, personalization will grow to another level this year.

This is going to be an exciting year for mobile marketers. With so much changing, we look forward to an “Appy 2016”.

Originally posted on LinkedIn

3 Reasons Why Publishers Need a DMP

The global advertising spends are going to touch $540 billion by the end of 2015 and digital spends would have hopped up by 15.7%. As brands place bigger bets on digital, the emphasis on ROI and better engagement will continue to grow. With growing emphasis on making every dollar count, it’s not just about impressions anymore. It is more about reaching the right audience and this is especially true for publishers who dish out content and ads for their users’ consumption.

A DMP (Data Management Platform) helps publishers

  • Generate deeper audience insights and personalize experiences for every single user.
  • Monetize impressions better by offering relevant audience segments to their advertising partners.
  • Target new users and target a wider audience.

Read on to find out how all of this works with a DMP

It's about the audience,

Typically, publishers have user data scattered across different assets that do not talk to each other and identifying a single user across assets is almost impossible. This also means that publishers are unable to understand customer personas completely. Let’s take the example of a publisher who owns two assets – a news website and a music app. When a user visits the website, the pages frequently viewed, the time spent helps build a profile for this user. If the same user downloads the app, another profile is constructed. You must overlay these two user profiles to understand the user’s interests really well .

A DMP gathers customer data from different sources on a single platform to identify a single user across your assets helping you generate a deeper understanding of their users. Using data enriched using a DMP gives you three distinct advantages:

publisher DMP

  1. Enrich user experience – Mapping a user across different assets help you complete the user profile and personalize the user’s experience through relevant content and ads. For example, you could find out her frequently read topics/sections, the music that she listens to and then customize your emailers, ads, notifications to include content that are relevant to the user. With a DMP you can action multi-channel marketing and ensure that the same message is shared with the user on different channels. The user takes notice of your conversations and stays engaged.
  2. Offer niche audience segments to advertising partners – A fashion brand might want to target users who have visited the fashion section on your website at least 5 times during the last 2 weeks and has looked at articles about a recent fashion. The user must live in India, must be between 18 to 35 years of age and must be a frequent online shopper. With a DMP, you can easily create such niche user segments and show ads that are relevant to the user’s interests drawing more clicks and assure greater ROI for your advertising partners.
  1. Audience extension and look-alikes – Let’s look at an example. A DMP combines behavioral data displayed by your music app users across different transaction points and identifies common traits displayed by subscribed users. You can match these attributes with other users to identify potential subscribers for your music app. Focus your efforts to target these users and you could grow your subscribed user-pool significantly. You could go ahead and offer a similar audience extension to your advertising partners as well.

Marketing has always been about customers. With the evolution of technology and the personalized experience that customers are getting used to, it is imminent that publishers must focus on an audience-centric strategy. Want to know more? Reach out to us at marketing@vizury.com

Say Hello to Vizury Engage- A Unique DMP

It hasn’t been long since brands have realized the value of customer data and how it powers their marketing. And the landscape is now flooded with DMPs. The one question every CMO is pondering over is – how different is one DMP from another?

 

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Well, we can give you 5 reasons why Vizury Engage is different and better than the other DMPs out there,

  1. One Stop Solution for data onboarding, analytics and marketing
  2. Managed Services to support you through integration and after
  3. Access to raw data for ad-hoc querying
  4. Proprietary algorithm which enables new feature addition and optimization
  5. Seamless integration with existing marketing partners

One Stop Solution for data onboarding, analytics and marketing:

With Engage, you have one tool where you can onboard data from disparate online and offline sources – website, email, display ads, social media, sms, mobile app, store, call center, etc. – perform analytics and derive actionable insights and finally create and run your marketing campaigns. It all happens at one place.

One UI. One log-in.

Managed Services to support you through integration and after:

Our DMP experts will sort out all hassles through integration and will be available for support while you use the DMP. Any request for a new feature, modification or feedback will be taken care of by the experts who will work closely with your team.

We will not leave you high and dry after you have bought the license.

Access to raw data for ad-hoc querying:

You will have access to raw data, in the platform itself. We acknowledge the fact that the need for a new insight or report can come up anytime. Apart from the already available reports, if at any moment you think that you need to obtain a particular statistic or a trend, you just need to write a query or our experts can help you with that as well.

You have the freedom to do what you want with your raw data.

Proprietary algorithm which enables new feature addition and optimization:

The entire set of algorithms with which data is sliced and diced in the DMP is the intellectual property of Vizury. Engage does not rely on third party integrations for data onboarding, real-time bidding, ad serving and analytics.

New features or optimization can be added in pretty much no time.

Seamless integration with existing marketing partners:

With Engage, all your marketing efforts can be centralized at one place. If you are already working with a partner for your email or sms marketing, Engage can be integrated with them seamlessly.

All your marketing at one place.

With these unique features, Vizury Engage stands apart from the other DMPs in the market. It enables brands make use of the gold mine of customer data they are sitting on, personalize marketing across channels to reach their target audience and significantly enhance their marketing ROI.

When Your Customers are Not Always Online…

No visit to Japan is complete without a ride on their high speed, notoriously punctual rail network. Three years ago, I had experienced a rail network that had an average delay of about 0.6 minutes for an entire year. (Gasp, what’s the Indian average again?) I was at one of the most technologically advanced countries in the world. Interestingly, I saw a pile of catalogues in a corner, several of which were already being read by passengers. Intrigued, I picked up a copy and browsed through the products on display. I simply couldn’t fathom this – one of the most forward looking digital countries in the world was using an antiquated form of advertising. These readers were using QR codes to know more about the product or searching for the product online.

I later understood that the catalogue business is thriving, where several products are displayed with attractive short term discounts and in sync with latest trends. Toll free numbers provided in the catalogue enabled customers to place orders. A little research told me that along with Japan, Europe employed the catalogue model to push product sales.

When your customers are not always online...twitter

But what really caught my attention was that the discovery process was entirely offline. Even in the most digital-friendly nation, offline was massive. There is much to learn from customers’ offline behavior. Because, once I map a user offline, I can send a personalized catalogue to that consumer based on his interests and purchasing behavior. This is a win for a consumer and a brand.

For example, Shawn may have liked a black shirt in the catalogue, and might have called up to find out if they have it in red. Later when Shawn buys the red shirt online, we link this data to the catalogue delivered to him. So the next time, we know what Shawn might be looking for. By capturing customer browsing behavior online, and linking it to all the offline data captured about him, we can open a line of conversation which is not just engaging, but far more meaningful.

The whole point of doing advertising right is not just hitting the right target audience, but hitting them at the opportune moment. No amount of images depicting delicious, mouth-watering food will have any effect on a person once he has finished a meal. This is where contextual advertisements come into the picture. If advertisements are supposed to inform, they should be displayed when the customer wants that information. Otherwise, the ad remains an encumbrance.

Power of Contextual Advertising

Digital advertising today includes advanced tracking, profiling, contextual ads, native ads, re-targeting, performance marketing and all the gazillion other industry buzzwords. Apart from the standard parameters like age, gender and location, these days software’s track customer’s interests by using heat maps, duration of viewing, speed of clicks and more. This results in highly personalized ads delivered to the customer in a context that makes browsing and purchasing so much easier, simpler and faster.

Here’s an example of what we did for a leading middle-eastern airlines to help target their ads better. When customers visited the airline’s website, we simply logged their browsing patterns. The customers were profiled as to which location they were from, where they would like to go, which date range they would prefer to travel in, etc. If the customer did not ultimately buy the ticket, then their browsing behavior was logged and studied using powerful algorithms, to understand which aspect of flying with this airline had disinterested the customer.

The algorithm would understand whether the price of the ticket made the customer reconsider the purchase, or lack of a particular service, or unsuitable timings, etc. The customer who found the price to be unaffordable will get an advertisement informing him of cheaper rates on another date. Another customer will see an ad informing him of a premium flight service for the location of his interest, offering additional features which the customer was looking for. With data analysis, ads just became that much more contextual.

Getting Super Contextual: Offline Data

We’ve simply seen the tip of the iceberg when it comes to interpreting data to make business decisions. Using micro-segmentation, customers are grouped together based on their characteristics and browsing patterns. The algorithm can learn what each micro-segment’s behaviors and interests are like. When the algorithm logs a new customer, he is profiled and added to one of the existing micro-segments. This allows the algorithm to tap into data collected by similar users in the past and offer the customer an advertisement which is targeted specially to him. This means, the algorithm does not have to wait to collect every individual’s data extensively, instead it uses the data that’s already been logged about a customer’s micro-segment. Naturally, it also increases the algorithm’s response speed.

Digital advertising, just like anything else, has its weakness. A major chunk of a customer’s time is spent offline rather than online. Vast amounts of data can be captured from customers’ offline interactions with brands. By on-boarding offline customer data onto our servers we can link them to their online profiles. This provides brands with a holistic view about the customer.

There are several aspects to incorporating offline data which make it a challenge. A customer provides his name in a call to customer care. Using the name and possibly purchase history, algorithms have to identify his location, his approximate age and other demographic, geographic characteristics. Powerful analytics tools need to be employed for this task. Using the insights companies have to take corrective steps in their current processes, once the customer pain point is identified. After all, every customer wants it done his way.

The Future – Redundancy of Offline Data

This might seem a tad absurd. Only a couple of paras back, I was singing praises about how important offline data is. But bear with me for a moment. A couple of decades ago, there was barely any data online. The world ran on offline data. Since then, the world has rapidly gone online, and the development of technology has catapulted it to a space we’re still playing catch-up to.

The sheer importance of offline data is now felt everywhere. Now, it’s time to take offline data and add it to an online environment. Make a truly hyper-connected digital world that benefits consumers and brands alike. Almost all offline data should be on-boarded to ensure seamless analytics and results.

The explosion of technologies like wearable devices and Internet of Things will add to this data on-boarding. Wearable tech will indicate customer satisfaction and dissatisfaction. Internet of Things will log data of every unit of every product out there. Advanced analytics software will provide deep insights into consumer behavior. Rather than pushing products out to customers, advertising will evolve into a discovery platform. Here customers will learn about new products and engage with the advertising algorithm through data. This data oriented model, will open new conversation lines with customers in today’s extremely consumer focused market.

Originally posted on Adage

DMP 101

DMP is a buzz word that is being tossed around quite a bit. It seems like a solution that rises from Big Data and performs some complicated analytics to ease out a marketer’s life. The perceptions and jargons attached to a DMP have got many of us wondering – what is a DMP anyways and does my brand really need one?

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A DMP (expanding into Data Management Platform) gathers customer data from different sources within a company and stores it at a single place. It scans through this data and helps marketers answer four critical questions about their business.

  1. Who are my customers? As brands get busy with customer acquisition they reach out to customers in different ways – email campaigns, social media, website, events. Sometimes they connect with a single customer through multiple channels and customer responses to each of these are stored as disjoint pieces of data scattered across data-bases, CRM, web logs and so on. A DMP matches all customer data generated in different formats and channels to create a single customer database, and helps brands map their customers across these channels to understand their customers’ needs better.
  2. How did they find me? Where has the customer transacted – online, offline or both? Mapping customer activities from different channels helps you determine the route of purchase for all your customers. For example, you can find out how many of your customers who looked at flights on your website have booked using your app. Or how many of your customers that received promotional emails, have gone ahead and made a purchase from one of your brick and mortar outlets. Once you know this, you can group customers based on where they buy from and connect with them on these channels. A DMP helps your brand measure, validate and attribute your marketing efforts across channels for greater effectiveness.
  3. What do they want? While it is still difficult to decipher someone’s mind, customers do leave intent signals behind every time they transact with your brand. The products that they looked at, the time that they spent on those pages, the products that they have bought in the past – a DMP tells you how customers have been transacting across your assets and predicts their future purchases. With the right DMP you could customize your recommendations for every customer.
  4. Why do they like me? Why do they like me- (1)

An answer to this question is the Holy Grail that brands seek today. Brands are constantly striving to maximize customer LTV(Life Time Value). What brings your customers back? Do you have better deals, better products, is your service better or do they just like the way your app works? How can you bring back those lost customers? A DMP does a thorough analysis of all customer transactional data before giving you these answers. Moreover, with a good DMP you can ask any question and you will get clear insights that can steer your business ahead.

But does your brand need a DMP? How do you choose the right DMP partner? What are the first steps? How about best practices? All this and more coming soon.

How Digital Advertising Companies Are Evolving

Ours is multi-layered digital world. It takes more than mere algorithms to triumph here – it requires performance. So how is performance measured in a digitally saturated industry? While many choose to measure their success with impressions and clicks – I say a conversion is the preponderate. After all, why advertise if it doesn’t give you returns? Our simple maxim: If a brand wins a client, that’s revenue for the client and revenue for us. It is this thought that has enthused us to build products that are true blue performance engines. In an industry which changes sails to the whims of the winds, tech companies need to embrace innovation. Apart from all the goals that our clients define for their campaigns, performance is what defines and differentiates competition.

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Digital advertising started off as simply shooting mails to bulk mailing lists, trying to get as many people to see your content as possible. Today the industry has evolved to more sophisticated and advanced processes, which are less about the impressions and more about conversions. Rather than throwing out ads at anyone and everyone, the ads are displayed to those who would actually be interested in it. This also helped change the customers’ impressions about advertisements being a hindrance.

The key aspects of digital advertising are that they are accurately measurable, customizable and actionable. Traditional advertisement formats like TV don’t give you a picture of the customers’ response to better optimize your next ad to perform better. Digital ads come with the implicit caveat that it needs to have a defined metric that tells a marketer how a consumer reacts to an ad. Companies have to be on top of the data analytics pyramid to analyse ad performance and customer browsing behaviour to deliver guaranteed value to a Chief Marketing Officer (CMO.)

Most advertisers looking for digital advertising services have one question – “How do we know who the high-value users are and how do we optimize our ad spends to target these consumers?” To address this question, companies realise that ROI hinges around improved targeting in digital advertising. To improve targeting, companies employ complex algorithms to glean what their customers browse and respond to. They need to understand what makes customers tick. Once they know that, delivering the right ad is just that much easier.

Reading Consumer Behaviour – Data Is The Kingmaker Customers are not that simple to understand. Consumer behaviour is a whole massive field found at the intersection of psychology, economics and marketing. Digital advertising has taken the lead in understanding this behaviour. Up until now, companies focussed on online browsing behaviour, but now have shifted their interest to offline as well. Customers exhibit a lot more behaviour offline than they do online. For example, an average customer interacts with the company online only when making the purchase. But receiving the product and experiencing it usually occurs offline.

Analytics tools today are able to crunch massive amounts of data and offer insights like never before. What do customers like? What do they dislike? Which soap is bought more by men in a particular demography during the summer season? Do sales of aerated drinks spike on Fridays? Data analytics has answers to all these questions and more. With massive amounts of data, companies can gain deep insights into customers and the patterns they follow. But that’s not enough. The online world is only a small portion of a consumers’ decision-making. Marketers have to go one step ahead and on-board offline data as well, from customer care centres, delivery personnel, point-of-sale etc… Making sense of offline behaviour is the golden goose of customer profiling.

The internet advertising industry is vastly dynamic, with several players entering the field every day. The industry revenue itself exceeded $135 billion last year (as per a 2014 report by PwC) and is being torn apart by several players vying for market share. The PWC report also states that the figure is expected to grow to $239 billion by 2019. The ever faster penetration of the internet will no doubt be a major contributor to this. The vast number of people who will be online then will require much more potent performance marketing techniques.

Companies that have robust data engines that can make sense of offline and online behaviour are more likely to thrive. So why shouldn’t advertising companies deliver smart insights into their client’s customer behaviour? This sort of packaged solution would entice the clients, as well as simplify the process of delivering ads, making companies far more responsive to changes in audience trends. After all, in a hyper-connected world, the very least a marketer expects is to reach out to their niche target audience.

Originally posted on Business World

Ad Blockers: Why So Serious?

In a recent interview with NDTV Prime’s “All About Ads Prime” I was talking about the growing trend of ad blockers and how this in turn affects online advertising. Here are my thoughts on how online advertising will shape up in the years to come.
Online advertising across publisher websites has become a necessity for brands to attract eyeballs and generate ROI. But with the rising usage of ad blockers, what happens to online advertising and how can brands & publishers cope with this change?

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To answer this question, let’s look at why users block ads in the first place. Most of us visit publisher websites for rich content; but too many roll-out banner ads and obtrusive ads have become the norm on publisher websites today. Websites appear to be advertising billboards rather than rich sources of content, this could be annoying to the user and the trend of adoption of ad blockers is quickly catching up.

Does this impact the publishers alone? The online advertising ecosystem has three entities – advertisers – these are the folks with ad-spend budgets, the publishers with rich content that attract audience and the ad tech companies who power innovation, technology and in creating platform to help advertisers & publishers, achieve their objectives better.

Now the way i see it, ad blockers will rather act as catalysts to the above three key players in the ecosystem; say, to advertisers in being a lot more picky & adamant around “enriched user experience” so that brand value does not degrade..to publishers, in coming up with “richer content” so that the user continues to be hooked on for the right reasons i.e content and finally, the ad tech companies out there to pull up their socks and deliver an overall experience to the ecosystem that ensures that the brands enjoy better & positive recall, publishers get a better payout for coming up engaging content and ensuring great user experience in a non-obtrusive manner.

How Vizury, enables this experience to the ecosystem is a great case study. Vizury, does not blindly bombard the user across the web without even considering if the user is the right one to go after, keeping the pool of advertiser brands in mind. What this means is, Vizury makes sure that the right user > gets to see the right brand > at the right time > on the right publisher website > in an ad-format and most importantly only that many no of times to ensure, no brand-fatigue is at the core of our business strategy and all of this without interfering, with the user experience. The science behind the delivering to the above principle, is derived from Vizury’s strong data capabilities & understanding the user behaviour better.

So if I were to sum up, ad-blockers will help in making sure that only the right set of users will get to see the ads of relevant brands and on relevant websites and here is where big data & tech companies, such as Vizury will play a pivotal role. And as companies like Vizury make sure that there is no carpet bombing of static & non-dynamic ads across networks, most relevant slots on publisher websites will command a premium price and concerned advertisers will be willing to pay higher $CPM, for such slots. These ads will command a premium price also because, the RoI for advertisers will be much better than just random pray & spray of ads.

While i don’t subscribe to the thought that ad blocking is a the solution to unwarranted ads, it definitely will bring the focus back on data driven targeting technology and creative innovation, which will help in making sure that the entire ecosystem stands benefitted.

This will enable brands to drive online advertising to newer frontiers of personalized and relevant ads that are carefully crafted with user privacy completely taken care of.

What do you think? I would love to hear your thoughts around this.

Also, here’s the complete video, do take a look if you have missed the telecast.

Cross Channel – The Future of Airline Marketing

A Travel Marketer’s Mantra:

Make an offer he can't refuse_ Cross channel marketers

Loyalty has been the foundation of marketing in the airlines industry for the past few decades and it is not going to change any soon. All marketing programs revolve around one objective – repeat customers.

The only way you can earn your customers’ loyalty is by rewarding them for flying with you. That’s precisely why ‘reward programs’ have been the most prominent form of marketing for airline brands for as long as we can remember.

Today, the technology landscape has transformed. Several online-offline touch points have evolved and customers have grown to expect personalized experiences in all of these. ‘Customer delight’ has taken a whole new meaning. Reward programs and membership cards won’t cut it anymore. You need to meet your customers and communicate with them through website, mobile, social media, email, airport kiosk, magazines – the list goes on.

How do you keep your customers engaged at so many touch points and ensure that they come back? How do you justify the money you are spending?

A cross-channel marketing strategy with data at the crux is the answer.

You need to be able to understand who your customers are, what they are looking for, what channels do they spend most time on and then personalize their experience with consistent messaging across devices and channels. This level of personalization will help make decision making-easier for your customers. They remember your brand and the next time they want to fly, they will come back to you. The cost of earning a repeat customer is much lesser than that of winning a new customer.

It is easier said than done though. What cliché! But true, you need to get a few things right to crack your cross-channel marketing. Here they are,

  1. Integrate your data
  2. Targeted messaging
  3. Get social
  4. Attribute and measure across channels
  5. Use a universal ad technology

Integrate your data

You have tons of data about your customer which is great news. But how do you make use of it? Integrate all the customer data you have from various sources – loyalty, CRM, etc. – in one single data management platform. Create a unified view of your customer, his preferences and buying behavior.

Targeted messaging

Now that you know your customers, what he wants and where he spends most time on – target him with the right messaging through the right channel. It is all about the personalization. Make him feel special. It works wonders.

Get social

Your customers are on social media and they are spending loads of time there. Meet them there and you are bound to catch their attention. Engage them on Facebook and they will remember you.

Attribute and measure across channels

Your customers use multiple devices to search and book for flights. Target your campaigns on their most preferred channels – email, social media, sms, etc. – and measure performance across these media. For example, Ben who had searched for tickets to Amsterdam on his desktop, has later booked the flight using his mobile. Wouldn’t it be annoying if Amsterdam flight ads continued to greet Ben everywhere on the internet?

Use a universal ad technology

User experience is directly proportional to conversions. You need to make sure your ad content renders flawlessly across devices and platforms. If your ad doesn’t capture the customer’s attention, he is never going to click on it. If he doesn’t click on it, the chances of him booking your flight are drastically reduced. HTML5 would be a smart choice. It is perfectly compatible on desktop, mobile web and mobile app on all screen sizes.

Technology is opening up new avenue every passing day and your customers are adapting quickly. You need to stay on your feet and evolve to keep pace. Your marketing strategy needs to ascend beyond device and channel boundaries to ensure that you are there to help your customer at every step through the decision making journey.

5 Things Every App Marketer Should Know- Learning from Beyond Installs

It was a consortium of the most exciting mobile marketers in the country. It was the perfect launch pad for any new brand venturing into the mobile marketing landscape and a revitalizing experience for brands that are already in the space and looking for new ideas.

If you couldn’t make it, you sure did miss some incisive insights. But fret not, we have tried to compress and consolidate the myriad ideas that were discussed around app user engagement. Getting an install for your app is easy. Retaining users is the difficult part. If you are looking for advice on how to get new installs for your app, look away, we won’t be talking about that.

The first 7 days are key

If the user hasn’t come back to your app in the first 7 days after installing, there’s a good chance he will never come back. So make sure you drive intensive retention campaigns in the first 7 days to retain your users and keep them active which will eventually lead to monetization.

It is all about the user

All your marketing efforts need to focus on your user and not on your product or service. Personalize your marketing messages, make the user feel special and you’ve got yourself a good chance of him buying. The mobile phone is a very personal device and Sushant Jaipuria, the Head of Digital Marketing at Ola issued a stern warning against invading the user’s privacy.

We all know social media is a favorite marketing channel these days. But Rajat Suri, the Yatra Head of Mobile went on to reiterate how well their Facebook engagement campaigns worked in retaining their app users. You could also add users acquired through other channels to your Facebook lists and target them there.

Measure what matters

Do not get carried away with metrics which don’t mean anything to your brand. Numbers such as ‘number of installs’, ‘Facebook likes’, ‘Twitter followers’ are nice to have but at the end of the day you need to ask yourself what they mean to your business. Pravin Jadhav who leads Product & Growth at Freecharge listed down metrics that matter – number of transacting users, current installs, number of transactions resulting without any promotion activities.

Double-counting credit for installs is costing you big money

For every install your app gets, all your partners are going to claim credit since you do not have a solid tracking mechanism to track back the user to.Justin Fibich, the India Country Manager for Apsalar revealed that on an average, it takes 198 clicks for your app to get installed. That is definitely much more than what you thought it was. Implement relevant attribution to track and credit installs to all media, referral and APK app distribution including Facebook campaigns to avoid paying 2 to 3 times for the same transaction or install.

Don’t thank us yet. Catch some interesting trends in mobile app marketing from our Mobile Report India 2015

Watch this space for more from the event – speaker presentations, expert interviews and some fun videos are to come!