Ankit Rawal, Senior Director Sales & Marketing \u2013 MAAS, and Steven Sesar, Managing Director of Just Slide Media, catch up to talk about the imminent digital transformations in app marketing and scaling user acquisition strategies from evolved to developing markets and vice versa.<\/p>\n
Here are the edited excerpts from the conversation.<\/i><\/p>\n
Ankit:<\/b> COVID has really accelerated digital transformation. From your vantage point in an evolved market like North America, how do you see this whole digital transformation playing out post-COVID?<\/b><\/p>\n
Steven:<\/b> You don’t have to be a genius to realize that we’ve really moved ahead by 10 years. Because of the lockdown, traditional categories – be it insurance or telecommunications businesses – that had been heavily dependent on offline marketing, are rapidly accelerating their digital initiatives and moving online as quickly as possible.<\/span><\/p>\n We’ve seen one of the largest insurance providers in the Southeast Asian markets test all different kinds of concepts during the lockdown period. Everything from trying to sell insurance policies inside an app to actually using voice and video ad-formats.<\/span><\/p>\n We’ve seen different kinds of deployments of different types of direct consumer applications in a way that they really never had thought about. Pre-COVID the telecommunications industry in the US was about 99% offline where telephones and plans, certainly in the postpaid space were typically sold at either brand owned stores or national retail stores. And now what we’re seeing is an increased interest to have a digital-first strategy.<\/span><\/p>\n Across the world, even traditional verticals are now rapidly transforming in various incarnations through digital as a mode of efficiency.\u00a0<\/span><\/p>\n Ankit:<\/b> When you are marketing two different brands to two different geographies like North America and Southeast Asia, what methodology and channels do you use?<\/b><\/p>\n