TechManch 2019: How can marketers leverage user engagements within apps?
Moderated by Truecallers’ Clyde Nunes, the panel included Jahid Ahmed, HDFC Bank; Reilly Rebello, Zee5; Shibu Shivanandan, Pivotroots; Suvrita Saumya, Tata Motors; and Vishal Chinchankar, Madison
The first day of exchange4media Group’s TechManch 2019 saw industry experts taking part in a panel discussion on ‘Are Brand Marketers Truly Leveraging User Engagements Within Apps?’ Moderated by Clyde Nunes, Director-Sales, Truecaller, the panel included Jahid Ahmed, Digital Content and Marketing, HDFC Bank; Reilly Rebello, Head Marketing, Zee5; Shibu Shivanandan, CEO and Founder, Pivotroots; Suvrita Saumya, Sr Manager Marketing Communications-Head Digital, CVBU, Tata Motors; and Vishal Chinchankar, CDO, Madison.
The panellists discussed how marketers are efficiently connecting with consumers through data and integrating an entire omni-channel. Put simply: if customers aren’t engaged, they’ll leave your app before reaching their full value.
Nunes began the discussion with a question. “With 60 per cent of marketers’ audiences traction coming from app-based marketing, how are marketers leveraging the data and consumer insights?” he asked. To this, Ahmed replied, “As a bank, we are focussing on the next best action and campaign orchestration. We also take up digital footprint exercise to make it a more personalised interaction and cut the overflow of unnecessary communication with the users. We ensure that the campaign orchestration happens at the right time.” That said, Jahid emphasised on the need for time snap analysis and how marketers are looking for viewability analysis from app owners.
According to Rebello each and every action, like viewing pattern, time pattern etc, are being tracked. “With such micro data tracking, we only share the contextual kind of commercials with our viewers,” he said. At the same time, he also suggested evaluating the lifetime value of an app, which is a key metric.
For Saumya, the commercial and passenger vehicle market is a different and difficult one to capture. “For us what is more important is to engage with the audience, which is mainly drivers while they are on the move and for them entertainment is an important aspect. So for drivers, we select apps which are local and in vernacular language,” she said.
Chinchankar said there is life beyond Daily Active Users (DAU) and Monthly Active Users (MAU). Although these metrics help determine the scale of regular users of an app — which will ultimately reveal the actual effectiveness of user-acquisition and retention strategies — in the end, it depends on how smart a marketing campaign is and its objective.
When it comes to audience engagement and brand building, Shivanandan advocated the implementation of programmatic integration. According to him, with this type of integration, the marketers can gauge audience behavioural pattern with the help of data and put together a comprehensive user-based marketing strategy.
The session concluded with the panellists sharing their wish list with the session chair. All the panellist, unanimously agreed for consolidation and personalisation of data, having a unified measurement metrics and need for data encryption for privacy purpose.
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