The App Marketing Show | Mobile App Growth & Marketing Insights

Episode Overview

In this episode, host Megha Kotian Kataria is joined by Shitiz Dogra, Associate Director of Digital Marketing at IndiGo, to discuss user acquisition and retention in app marketing, particularly in the travel app niche.
 

Key Takeaways

• Travel Industry Rebound: The Indian travel industry has seen a strong post-COVID recovery, with significant growth in transportation, airline, and booking app installations.

• Data-Driven Insights: Shitiz emphasizes the value of industry reports, such as the Indigo Annual Roundup Report, for understanding travel behavior and user intent

• Effective User Acquisition: Leveraging platforms with unique inventories and OEM/carrier partnerships—like Appnext—allows for more targeted acquisition, better CPA, and improved ROI compared to standard channels.

• Retention Strategy: High retention rates are achieved by engaging users throughout their lifecycle using push notifications, OS-based cohort targeting, and retargeting campaigns.

• App Discoverability: For travel apps, visibility in related ecosystems (like social or lifestyle apps) is crucial, as it aligns with where potential users are naturally discovering content.

• User-Centric Marketing: Shift focus from "clickbait" to providing genuine value; successful retention comes from seamless navigation, compelling content, and honest, non-intrusive communication.

• Strategic Patience: Success on growth platforms often requires patience and the ability to adjust your business strategy at the right stages to maximize long-term lifetime value.  

About Guest

Shitiz is the Associate Director of Digital Marketing at IndiGo, India’s largest passenger airline. Prior to this, he was the Marketing Lead at RoundGlass, where he led marketing strategy, plans, and execution for B2B and B2C markets across mobile, tablet, and web platforms.