Tag: app

Singapore – LinkedIn has announced the expansion of its Thought Leader Ads’ capabilities so advertisers can sponsor content from any member, to enable brands to amplify a diverse range of influential, trusted, and expert voices and member posts on the platform.

With this expanded capability, brands can showcase voices beyond employees, for any page or showcase page they manage, and reach new audiences on LinkedIn.

The expansion of LinkedIn’s Thought Leader Ads also gives brands a new way to reach their target audience with relevant information, like customer testimonials.

To access this feature, a brand will login to the campaign manager to set up their Thought Leader Ad. Once logged in, they will have the option to search for the person or post the content that they want to sponsor.

The search will yield a list of posts from that member that the brand can sponsor. To help prevent content from being misused or promoted without consent, when a company selects a post to sponsor, the creator will receive a notification asking them to “approve” or “deny” the request.

Speaking on this new ad format, Matt Tindale, head of enterprise solutions, APAC, at LinkedIn, said, “B2B influence has taken off in the past year as brands recognise that it is critical to building audience trust. People are at the heart of thought leadership, and when trusted voices – employees, executives, and experts – authentically promote a company’s insights – it is a powerful way for brands to reach new audiences, build credibility, and support community-building.

“With this expanded capability, brands can promote member posts that align with their purpose and collaborate with trusted expert voices to build larger influencer marketing campaigns and reach new audiences. We’re excited to see how companies creatively leverage this ad format as part of their marketing mix in the coming months,” he added.

Singapore – In collaboration with global customer relationship management (CRM) software company Salesforce, global cloud communications firm Vonage has launched Vonage ‘Conversations for Salesforce’, a configurable omnichannel messaging app powered by the Vonage Communications Platform. 

Vonage’s new app provides a flexible and scalable way of sending SMS, MMS, and WhatsApp messages from within Salesforce, making it easy for businesses to develop custom workflows using standard Salesforce tools.

This feature aims to enable businesses to serve customers directly from the Salesforce platform and deliver exceptional customer engagements, whilst blending bot and Vonage Contact Center (VCC) agent interactions.

With Salesforce as a single source of truth for customer data, users can participate in a conversation and access the entire customer history. Response-handling can also be automated with chatbots or routed automatically to the right agent or organisation to enable fast resolution.

Savinay Berry, EVP, product & engineering at Vonage, said, “Vonage ‘Conversations for Salesforce’ unlocks the power of delivering personalised two-way interactions with customers from Salesforce, enabling engagement at scale with SMS, MMS and WhatsApp channels while blending bot and VCC agent interactions.”

“Based on Salesforce’s best practices and latest tools, the app overcomes the constraints of existing solutions and is enabling conversations across the entire organisation,” he added. 

Vonage Conversations for Salesforce is part of the full Vonage AI Acceleration Suite for Salesforce, a portfolio of AI-capable, low-code/no-code programmable components that aim to help speed business transformation and seamlessly integrate with Salesforce applications to enable personalised conversations across omni-channel communications.

Singapore – Insurance company FWD Group has appointed ONE Esports to drive the gaming and esports vertical of FWD’s flagship lifestyle app Omne, aiming to change the way the esports community feels about insurance.

The partnership will span across Indonesia, Japan, Thailand, and Vietnam, deepening FWD Group’s reach and engagement within the gaming and esports community in Asia.

Omne is a new mobile app by FWD Group that empowers individuals with a unique set of value propositions centred on personalised goal-based journeys to help bring the best out of them. The app is also designed to help people celebrate living and empower micro-habits for everyday success.

As part of the partnership, ONE Esports will run an integrated marketing campaign aimed at boosting awareness and promoting the download of Omne. The campaign will see collaborations with popular gaming personalities and promotional content that will be amplified through ONE Esports’ digital channels.

In addition, ONE Esports will also produce exclusive experiences and contribute gaming and esports content, such as articles and videos, to be hosted on the app. These experiences include interviews with professional esports athletes, as well as a mini content series that gets up close and personal with esports personalities.

Troy Barnes, group chief transformation officer at FWD Insurance, said, “Our flagship mobile app, Omne, reflects our vision of changing the way people feel about insurance by anticipating their lifestyle needs. Asia’s increasingly digital and mobile population is one of the fastest growing regions in terms of esports audiences – a clear sign that esports is pushing into the mainstream. We’re excited by the possibilities to scale up our partnership with ONE Esports and build brand affinity with the passionate esports community in Asia.”

Meanwhile, Carlos Alimurung, CEO at ONE Esports, commented, “ONE Esports and FWD launched a successful partnership last year, and we are thrilled to expand the scope this year. Working with them on their Omne app avails more opportunities for us to create better fan experiences and grow the esports ecosystem across Asia.”

He added, “It is great to see FWD, an internationally renowned brand, doubling down on its focus and investments in esports, and we are honoured to be the platform of choice for their efforts to deepen engagement with the community.”

Digital ad spend on Android devices has soared 23% from 2021 to 2022 reaching USD 2.7 billion in Q1 for APAC alone, according to an AppsFlyer study. This shows both growth and opportunity, which also means more competition for app marketers out there.

To add to the list of challenges, the industry experienced major shifts in privacy policies – such as the iOS14+ update that shook the world in April 2021. Indeed, we are only a few years away from Android’s privacy update coming into play. So, with the growth of the industry coupled with the volatile landscape of privacy, it is extremely important for app marketers and developers to make data-driven strategic decisions that help them stand out from the crowd.

Supporting data metrics to help your mobile app stand out

1. ATT Prompt Opt-in Rate

According to AppsFlyer’s data, in APAC alone, 57% of apps have implemented the ATT prompt and 46% of users have opted-in to the prompt. This shows a generally optimistic response from consumers willing to consent to data tracking.

Despite the region displaying positive sentiment towards data tracking, it is still important for marketers to continuously improve their ATT user consent rate. Using ATT opt-in rate as a KPI for your team would enforce a clear target around how to improve consent. Running A/B tests on both the pop-up and pre-pop up screens could help make a real impact among your user bases. A 1% increase in opt-in rate would unlock at least hundreds to thousands of app users for re-engagement if they churned.

2. Optimising conversion value setting

The SKAdNetwork Conversion Value represents an action performed by users in an app. For example, a purchase within the app, or completing a specific level in a video game. This value is later attributed to the source of install to enable campaign measurement.

There are many ways you can utilize the conversion values. From basic strategies to calculate revenue to advanced combo-split strategies to understand cohort data, deterministic signals, value prediction, and revenue simultaneously; it is important to optimize your conversion value settings to understand your users effectively.

3. LTV & ROAS metrics

In 2022, app marketers are acclimating to the loss of user-specific data. With these shifts, marketers are incentivised to place a larger emphasis on lifecycle marketing to make up for the reduced returns of remarketing campaigns. Acquiring the most valuable users for your app now requires a strong understanding of your highest performing channels, campaigns, ad sets, and creative variations: often measured using LTV and ROAS (Return on Ad Spend) metrics.

Privacy-centric methods in attaining data

Beyond the three data points mentioned above, marketers can explore other metrics to navigate the user-centric digital world we face today. A few suggestions include:

1. Embracing more non-SKAN forms of measurement

2. Using probabilistic measurement methods

3. Modeling conversions

4. Incrementality

Keep an eye out for up-and-coming technologies to help measure marketing effectiveness. A prominent example is Data Clean Rooms (DCRs): a sandbox environment to help marketers collect, analyze, aggregate, and share data of all kinds, across both internal and external stakeholders.

Maintaining your user retention rate above industry benchmarks is a key success indicator for today’s mobile-first businesses. Modern technology delivers a lightning-fast user experience, helping marketers successfully execute the coveted ‘consumer is king’ approach. Another key factor fueling off-the-chart retention numbers is the ability to connect existing data with a holistic view of every user journey across platforms, channels, and devices. Technology is the foundation of every marketing tech stack, cementing its place as the source of truth for marketing data.

This article is written by Naval Handa, marketing analyst of AppsFlyer for APAC.

Bangkok, ThailandーThai-based food startup Yindii launches a mobile app, in collaboration with local restaurants and cafes, to sell food items at discounted prices, rather than potentially going into waste in an effort to prevent mass food waste produced by restaurants and cafes.

The mobile app, structured around a direct-to-consumer platform, offers “Happy Hour Deals” that are tailored per member restaurant or cafe. Once implemented, users may enjoy 50 to 70% per purchase.

Initial users of the app can avail an early discount for free delivery of their items, albeit limited to the first 100 users and within a 5-kilometer delivery radius.

While primarily focused to combat food waste problems by purchasing excess items, app users may also connect with their favorite restaurants to check on other discounts and savings.

Louis-Alban Batard-Dupre, Yindii founder and tech entrepreneur, expressed a positive note towards the project, reassuring that all food offered are of quality. He also stated that the app is just one of the startup’s ongoing mission to prevent food loss in the community.

“The growing problem of food waste is challenging to solve for endless reasons including logistics, the complexities of short-lived items and the lack of a set market, which is what we are working to help solve – with a simple system for people and restaurants of surplus food to connect and enact”, he stated.

The app is downloadable through Google Play Store and App Store.