What’s Your Brand’s Perceived Value?

Owais Khan, VP of Growth Marketing & Brand at Udrive, talks about the primary challenges in converting web users to app adopters, and effective ways to comprehend the impact of marketing campaigns.

Reading Time: 5 mins 


  • Whether it’s a retail store or a car rental company, the efforts that go into bringing a customer in, and providing them with the perfect customer experience, are the same. In the digital-first era, where the majority of a brand’s customers spend plenty of time on their mobile devices, businesses are using it as an effective medium to reach their buyers and keep them engaged. 

    “The rise of social media, mobile apps, and digital wallets has made mobile marketing a fundamental pillar in a company’s digital strategy for driving brand engagement, boosting customer loyalty, and increasing sales,” says Owais Khan, VP of Growth Marketing & Brand at Udrive.

    Martechvibe spoke to Khan about the fundamental aspects that drive significant day-to-day marketing activities. 

    Excerpts from the interview;

    How do you use data and analytics to understand drivers for consumers in the mobility shift?

    As an on-demand mobility provider, we use diverse data elements to optimise the business, mainly split across proactive and reactive streams:

    1. Fleet & Trip Composition – The type of car, vehicle condition, age, trip distance, duration, revenue collections (Proactive)
    2. Customer Information – Gender, location, nationality, licence, DOB, calculated metrics (LTV), brand affinity (Proactive)
    3. Operational Efficiency – Demand forecasting, customer support, feedback, car servicing (Reactive)
    4. Marketing Analytics – Website analytics, marketing funnel analytics, user journey optimisation, revenue attribution, engagement  (Reactive)

    How do you analyse how consumers respond to marketing campaigns?

    Establishing clear objectives is the starting point in determining how consumers respond to marketing campaigns. Every action taken in our marketing endeavours should be aimed at tracking the response rate, drawing data from multiple sources. Compare the results to your initial goals and KPIs to gain insights into campaign performance. These insights can help us adjust our strategies to improve the efficacy of our marketing campaigns.

    What do you look for when choosing technology partners?

    Martech is constantly evolving, with new products coming onto the market daily to address various customer goals. While choices are good, they also present a complex challenge if you are tasked with developing and implementing your organisation’s Martech stack. Some top considerations to take into account along the way are:

    1. Integration is just as important (if not more) as functionality
    2. Make it easy to use
    3. Segment your data carefully
    4. Manage leadership expectations around benefit realisation
    5. Don’t let your tech stack outgrow your capabilities
    6. Set-up and running costs fit the budget

    What is the most common hurdle in converting web users to app adoption?

    Brands need to better leverage the omnichannel approach to capture consumer attention and drive app installs. Some of the most common hurdles I have seen are among these areas:

    1. Marketing and discoverability: Even if an app is well-designed and provides value, users need to know it exists. Effective marketing of app downloads on mobile and App Store Optimization (ASO) can increase visibility, but this has got to be tested and tried.
    2. Friction in the download and installation process: A significant barrier to app adoption is the friction involved in downloading and installing an app. This includes the time and data it takes to download, the storage space required on the user’s device, and the additional steps required to create an account or set up the app.
    3. Perceived value (Give them back): Users need to see clear, compelling benefits to downloading an app (for example, app exclusive discounts) instead of just using the website. If the app does not offer additional functionality, exclusive content, a more user-friendly interface, or other tangible benefits, users may not see the point in making the switch.
    4. User experience: If the app’s user experience is not smooth and intuitive, users will likely return to the mobile website or search for alternative apps. This includes aspects like app performance (loading times, crashes), ease of use, design aesthetic, and user interface.


    How important is the role of mobile marketing in the new age of digitisation?

    The role of mobile marketing in the new age of digitisation is extremely important. With the vast majority of consumers owning smartphones and spending significant time on mobile devices, it provides an avenue for businesses to reach audiences directly and personally. Plus, with the rise of social media, mobile apps, and digital wallets, mobile marketing has become a fundamental pillar in a company’s digital strategy. Therefore, it’s a key part of any omnichannel strategy for driving brand engagement, boosting customer loyalty, and increasing sales.


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