Marketers need to segment app users: Shubham Jha, Adjust

Shubham Jha, Sales Manager India, Adjust, talks of the overall mobile and app marketing scenario and how bot frauds are a growing problem for the industry

e4m by Dipali Banka
Updated: Jun 26, 2020 5:58 PM
Shubham Jha

“It makes business sense to move to a new, retention-focused model, one that maximizes lifetime value (LTV) through a mix of retargeting campaigns and re-engagement,” says Adjust’s App trends 2020 Report.

However, it is not that straightforward. Successful retargeting also requires marketers to move towards real-time personalization and more granular audience segmentation, says the report.

Shubham Jha, Sales Manager India, Adjust talks to us on this and more.

What is the positioning of Adjust in the mobile marketing and technology space in India?

Adjust is a global app marketing platform that includes measurement, fraud protection, cyber security and marketing automation product. A primary goal is to help clients build the most successful app in the world. We do that by providing high quality analytics and measurement capabilities through our product. Essentially, that means we help brands to understand where the app users are coming from, and how they're interacting with the product once the app is installed.

We launched our latest tool which Control Center, which automates campaign management and allows marketers to view data across their apps and campaigns and act on it pro-actively.

 What, according to you, are the key mobile marketing strategies that one should consider in the current scenario?

A lot of marketers have been focusing on user acquisition. However, as consumers’ spends increase, and users become more likely to use apps to shop, there could not have been a better time to invest in paid advertisement. Marketers should not only constantly fill the funnel with new users, but also keep the existing users engaged. Mobile retargeting is the best way. Marketers can bring back most valuable customers by enticing them with specific incentives and offers. For example, according to Adjust App trends report, e-commerce app installs were down 12% week on week throughout March 2020. Companies had pulled out advertising, which led to decrease in paid installs of 35% from March to April. From April onwards, when companies started focusing on re-targeting and re-engaging with users, users returning to their favourite e-commerce platform increased by 43% and this was just because of the combination of paid campaigns.

 A key takeaway of the Adjust App trends report is also that app marketers should broaden their range of networks to find new audiences, but go case by case, and not all out. Can you explain this further?

In order to find organic users, more and more apps use large networks. It increases the competition of quality inventory. This is where Return on Ad Spend (ROAS) optimization can win the game. Gone are the days of buying big app space. Instead, marketers need to segment users and understand what messaging, placement and targeting drives the user and they will not only spend but stay in the app.

 How are bot frauds impacting a brand's reputation? How can brands prevent this and what impact can it have on the gaming and e-commerce apps?

A lot of people think that in-app frauds are the same as normal performance frauds, but those two things are distinct. In-app bot frauds are a growing problem in the mobile industry and it's going largely undetected, which is contradictory to mobile app fraud. In-app bot fraud does not target an app or marketer’s budget, but attacks its business model after an install. Bots can be programmed to carry out various in-app events and mimic human behaviour. This type of fraud has become one of the hardest to detect. They can be used to cheat in-game, stack limited items in e-commerce apps or set a fake profile on social media or dating apps. Bots can take a serious flaw of user experience retention and in-app analytics. Our solution Unbotify leverages sensor data directly from the smartphone, including the device explorer meter, light sensor, touch event and battery status. Most importantly, Unbotify doesn't collect data to make conclusions about a user, but it simply identifies the bot from a legitimate user.

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