Technology has changed marketing like all the other verticals. Today, marketing is data-driven and very different from what it was just a few years ago. With innovations like AI/ML at the forefront, marketing is now real-time and large scale. One of the budding pioneers in marketing is Singapore-headquartered atisfy®.
Spearheaded by the young Hersh Bhatt, Founder and CEO, atisfy® and its lines of business including GMG® (Game Marketing Genie® and Growth Marketing Genie) has been growing fast since its inception in 2018.
Q. How does atisfy® help its customers explore the market?
We use a 4-step process to ensure that our clients can effectively explore their market with some customization depending on their goals and budget. We start by using our in-house database to rapidly create data-driven cohorts and segments for the customer, layering multiple attributes, and drilling down into the market segments most important or appropriate for the customer’s goals. We use this approach on the customer’s total addressable market and layer anywhere between five to 50 attributes to create a variety of micro-segments for the customer.
Our second step is to validate this data through actively marketing to these segments through small, yet statistically significant spends and analysis of basic metrics like CTR, engagement rate and similar that indicate interest in order to eliminate inappropriate markets and focus further on the segments that have proven to be a good fit.
In step three, we start to retarget these strong fit audiences’ micro-segments and acquire new similar individuals, learning about their intentions to convert. Often segments may show great interest but not convert or not be willing to pay a customer type Hersh refers to as window shoppers. Therefore we use desired measures such conversions, or the qualification level of leads generated, to eliminate markets that are harder to acquire.
Finally, we focus on the remaining micro-segments with heavier spend and measurement of key KPIs including lifetime value over a quarter, or even day 2, 7, and 30 retention rates and additionally we help establish NPS scores to ensure the market is the best fit.
Q. How well-crafted is your content marketing strategy? What is its significance?
“Content is king” is a highly overused phrase, but it does stand true – while endless blogging may not be suitable to all companies, we use both traditional SEO focused content marketing and help develop a full strategy in a 3-dimensional grid-like fashion which considers three factors: the buyer’s journey stage, the customer lifecycle stage and the buyer’s persona. We fill out this grid with unique tactics, ideas, and channels to ensure we deliver a sophisticated and well-crafted content marketing strategy.
The significance of our content marketing strategy is the ability to populate your automated systems, websites, and ads with the right concepts and personalization level to ensure the customer is constantly succeeding at moving their target market through their marketing funnel.
Q. How critical is App Store Optimization, and should all apps consider this when going to market?
App store optimization is the process of creating and adjusting an app’s listing page to ensure the right audience in high volumes is driven to the app’s listing page. The goal is to ensure that this optimization is effective in communicating with the audience and convincing them to buy the app. It is a highly captivating service for our customers as it sits at a key distribution point in the buyer’s journey for app makers. It is the app equivalent of a store in the city center that looks gorgeous as opposed to a store in an isolated location that looks abandoned. It is a must-have for any app maker as it multiplies the effectiveness of any campaign run for a given app.
App store optimization utilizes multiple tactics including setting up the app’s metadata correctly, categorizing it appropriately, adding the right keywords and tags, ensuring that the media – preferably at least one in the form of video – is used to signal the right indicators to app store search engines and effectively sell the app to visitors. The description, responses to criticism and compliments in reviews, and even naming of the app are parts of the app store optimization lexicon.
Tell us about Mobile Marketing and its importance.
Not leveraging mobile marketing is going to hurt your company. Most people today spend more time with their phones than they do with their relatives, pets, or even partners. Mobile marketing is the single best advancement in marketing and is the most critical one to adapt to. Our own experience as an award-winning agency that performs constant attribution modelling finds that mobile marketing enables businesses to succeed faster than any other form of marketing available in the past.
Q. What is the role of Design and Production in Marketing?
In the marketing world, design and production range from event materials, digital and print signage, brochures, web pages, and more. Companies generally work within branding guidelines and create assets to power their promotions. Illustrations, charts, infographics, and videos are the contemporary digital forms of design and production today. This field also bleeds over into software product design and interaction in its more progressive form known as user experience and user interface design. This takes a highly psychological and logical approach to design and enables customers to easily navigate websites, software, and platforms.
At atisfy®, we constantly evaluate and study the challenges involved with the interface of design, production, and marketing and especially how it contributes to customer satisfaction and product usageor brand experience.
Meet the Leader
Hersh Bhatt, Founder and CEO
Viewed by customers, colleagues, and the industry as a marketing wiz, Hersh established atisfy® and its related entities; Game Marketing Genie® and Growth Marketing Genie. He founded his first company aged just 24 and has grown it into a group of complimentary service, solution and disruptive product known as atisfy® today over the course of just 3 years. He is gifted with problem-solving abilities and has a great vision for the company and the industry at large. At atisfy®, he is responsible for setting the creative and strategic direction of the company, the internal code of conduct, and the relentless and borderline obsessive culture that one can feel oozing out of atisfy®.
He has a B. Com in Marketing and Management from the University of Melbourne.