Top Story

Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

How relationship marketing technology is raising the bar

08-June-2017
Font Size   16
How relationship marketing technology is raising the bar


International marketing solution providers are recognising India’s potential in digital marketing. The latest example is Appboy, alifestyle engagement platform to help brands with geographically and demographically targeted advertising. Appboy forayed into India six months back and is now working with OTT (Over-The-Top) playersHungama and Voot, mobile marketplace Headout and ecommerce portal Hopscotch.in.


Matt McRoberts, VP, Global Business & Channel Development, Appboy, tells us more about it, emphasising on India as a top priority market with plans to open an office soon.


Appboy has clients across 80 countries in six continents. How is the work experience in India different?


India is diverse and unique. It's such a relationship market that it works in our favour. We empower our customers to help improve relationships with their customers. That's one of the things that became critical for us to be successful in India. We have to be here,find right partners, enable them accordingly and demonstrate success. The India market wants to see success and how you make other companies successful and articulate those API to their specific needs. 


We see India as a critical market because it has the necessary infrastructure such as a strong bunch of venture capital communities, incredible higher education and robust content assets. All these come together as a full circle and providehuge opportunity for us.


What are your focus areas?


We are able to talk to a broad spectrum of folks across categories of enterprise and mobile-first businesses. Media and entertainment, ecommerce and retail are very savvy when it comes to leveraging digital. We are working with travel and hospitality, travel bookings, car-sharing applications, dating application, airlines and other categories.


We drive it around relationship marketing.The smartphone digital economy has enabled hyper intensive personalisation and we very much leverage that.


What’s your business model?


We partner directly with our clients. For example, Hungama would leverage us as a marketing technology vendor. Our remuneration model is that our clients pay us in annualised deals to leverage our technology for them to monetise their users.


What’s your target? 


The target is to create best relationship marketing technology in the marketplace. In this advanced industry, we feel the traditional marketing tools have underserved the market and underwhelmed the clients as they have left the door open for savvy aggressive innovative folks like us to come and take marketing technology to the next level.


How are you different from Google and Facebook?


We are beyond the customer acquisition side of business. We help the client protect that significant user base that it maybe making across Google and Facebook. We keep those users motivated, excited and engaged with the respective business.


What’s your takeaway from India as a market?


Indian culture is technology savvy going by our experience with Voot and Hungama. We are almost invisible to the users in the sense that we help these companies enable and engage their customer base and mobilise accordingly. There is this kind of bridging of what historically would sit on the product side and what we would consider marketing. You receive a push message or email from Voot that recognises the content you might be most excited about that it's almost part of a product experience. It's able to understand the psyche around relativity. There is a trend of blurring the lines between what is historically a product and what is historically marketing. Our relationship with marketing technology is accelerating in a powerful way.


What do you think of personalised videos that seem to be the next big thing?


Video is today’s new ad medium. The cost of entry for people to create compelling videos (that speak to the audiences) has been so minimised that they ushered in a massive onslaught of compelling content that manifests itself in video units.The idea of personalisation used to be calling someone by their first name. Now, its dimensions and depth enabled by technology such asAppboy is unprecedented.


What kind of opportunities do smart devices bring to marketers?


The idea is around channel proliferation. Today's consumerhaswearables like smart watch, smart TV and smartphone. All the touch points in those consumers need to be orchestrated, consistent, relevant and personalised. That's where we're able to facilitate.


What’s the challenge with India as a marketplace?


The challenge with India and probably many growing economies is always consolidation in the marketplace. Everyone cannot be a winner. For us, it's about picking the right partners at the right time to grow. Consolidation will happen but that gives us the opportunity to tell folks that we can give them that competitive advantage if they leverage our technology. We are here for the long haul.

Tags Appboy Matt McRoberts India targeted advertising Hungama API

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

EVP and Head Digital Business, SPN India says the surge in smart phone sales is driving the growth of over-the-top (OTT) industry like never before

Sowmya Iyer, founder & CEO says DViO Digital is all set to take on the South East Asia market in 2018

Address your questions at ASK THE DOCTOR to interact@exchange4media.com or to sandeep@goyalmail.com