Q&A with Kelvin
Kelvin started his career as a digital marketing intern for Tokobagus (now OLX Indonesia). After graduating from college, he was promoted to digital marketing specialist. He then worked at Salestock Indonesia as a digital marketing manager where he successfully drove more than 30% month over month growth. Currently, Kelvin works at Kredivo as a performance marketing lead, responsible for managing paid user acquisition channels.
Read Kelvin’s blog: “How to Build a Powerful Foundation for Scaling Your Mobile App”
In your own words, tell us about the apps that you manage?
Kredivo is a digital credit platform that gives customers instant credit financing for ecommerce purchases and personal loans based on real-time decisions. Users are able to make instant purchases and pay later, or borrow money with the lowest interest rate amongst all digital lenders in the country. For ecommerce merchants, Kredivo enables instant Point of Sale (PoS) financing with a unique and simple 2-click purchase option that makes buying trouble-free.
How did you get started in mobile marketing?
My mobile marketing career began at Salestock Indonesia (now Sorabel), one of the fastest growing startups in retail. I was responsible for managing a million dollar marketing budget to help the company grow in the mobile space. After being there for more than a year, I decided to take on the role as a performance marketing lead at my current company, Kredivo.
What do you like most about mobile marketing?
Mobile marketing is a dynamic world, with no endpoint. I am constantly eager and curious to find novel approaches to scale our business while continuously updating our technology, strategy, and machine learning to help us grow.
What does it take to succeed in mobile marketing?
When it comes to mobile campaigns, planning and developing a strategy is foremost and fundamental, but how well you execute the campaign is key. It is important to continuously test and measure your campaigns with the right KPIs. Additionally, excellent communication between both product and marketing teams is at the core of mobile marketing. And lastly, keep in mind to always use a customer-centric approach when you want a user to engage more through an ad or any kind of marketing campaign.
What does a quality mobile user look like to you?
A quality mobile user is someone who carries out an in-app-purchase, pays back a loan, and re-engages.
What strategies work best to convert installs into engaged app users?
When it comes to engagement, a combination of user segmentation and providing the right incentive at the optimal time to activate or retain a user is key to increasing engagement.
In the past year, what is one tip you can share which made the biggest performance difference with UA or re-engagement of your app?
A strong collaboration between the product team and the marketing team is essential. While the product team focuses on user retention, the marketing team prioritizes user acquisition. The product team not only talks about developing the features, but also helps us improve the user journey inside the apps.
How do you stay ahead of changes in technology?
From my experience, attending network events and conferences allows me to learn from others and stay up to date with new technologies. In addition, I regularly conduct testing on both new and existing channels, which keeps me well acquainted with the latest technologies and services.
What do you see as the next big thing in mobile marketing?
I believe fraud and machine learning are two major topics today that will benefit marketing approaches by evolving them to be more user-centric.
What advice can you offer to help marketers combat mobile ad fraud?
Set aside time to investigate the specifics of mobile ad fraud. Understanding the different types of fraud and how they can harm your business is important. Since it varies for each business, R&D for mobile ad fraud can also help your company evaluate properly.