INSIDE Bangalore: Decoding App Growth & Measurement
3 October, 2019
A look back at the insights shared at our latest event in Bangalore, co‐hosted with Branch.
Over the past few years, owing to the increasing adoption of mobile devices and the quick expansion of 4G, the Indian app industry has seen impressive growth. Given the booming app market, brands are shifting their advertising budgets towards mobile. The INSIDE Bangalore event, held on Thursday, 12 September, co‐hosted by digital media agency, M&C Saatchi Performance and mobile measurement platform, Branch, aimed at discussing the main drawbacks involved in the huge growth of mobile apps and the best strategies for brands to capture, engage and retain users in the Indian market. The event gathered 100+ attendees and brought together speakers from some of the biggest brands in the Indian market: Flipkart, Swiggy, Redbus‐MakeMyTrip, Myntra and Phone Pe.
The panel opened the discussion underlining the arguments for allocating advertising budgets on their app rather than their website. Both Aparna Narayan Leon, Associate Director – Platform & Performance Marketing at Myntra and Sudeep Bansal, AVP Marketing at Swiggy, mentioned how the greatest majority of their advertising spend is currently allocated on app. This does not come as a surprise in a mobile‐first country like India, where customers are primarily reachable on their phones. As the conversation moved towards the future, Sudeep, shared his expectations for the next generations to become entirely internet‐centric moving away from desktop and compelling marketers to evolve towards a strategy that focuses on a different type of user behaviour.
Approaching the main challenges involved in app growth and measurement, the panel identified attribution as one of the biggest obstacles in the optimization of advertising spends. Raghav Singhal, Digital Marketing Manager at Phone Pe emphasized the importance for brands to use Mobile Measurement Partners (MMPs) in order to identify the most effective touchpoints for customer conversion. Flipkart’s Head of Mobile App Marketing, Mahip Dwivedi, pointed out that the growth of any business is a question of reconciling attribution data with the company’s business model to build and optimize the user experience. A few other challenges identified by the panelists were ad fraud and identification of the best performing channels to drive results at scale.
Wrapping up the discussion, the speakers shared their common desire to see improved transparency and clean data. In particular, they highlighted the responsibility of partners to support innovation which is best achieved by having transparent data flows. Jagadeesh J, Head of Digital Marketing, Customer acquisition & Partnerships at RedBus, underlined the importance of creating tools that are user‐friendly and make it easy to retrieve and analyze data. The panel addressed their biggest difficulties involved in the evaluation of a brand’s in‐app advertising investments and resulted in one main takeaway: the need for marketers to rely on third‐party attribution platforms to truly understand the ROI of their investment.
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