Start-ups look for multi-layer outcomes with their marketing: Kunal Kinalekar

Successfully navigating today’s mobile ecosystem has become imperative for marketers, especially in a constant environment of change – be it in terms of technology innovations, automation, data analysis and consumer preferences.

Delivering a keynote address at the 6th edition of MOBEXX Summit & Awards 2022, Kunal Kinalekar, Co-Founder & Chief Technology Officer, Beato, shared his insights on the start-up and mobile marketing ecosystem.

Kinalekar began his address by introducing Beato, a chronic disease management platform, specifically focussing on diabetes management. He noted that a majority of Beato’s patients were elderly and belonging to the Tier 2, 3, 4 markets, who found it difficult to engage with mobile applications.

While experimenting with how care should be delivered to this TG, Beato decided to run marketing campaigns instead of just creating a care product. “This gave them tangible outcomes like prepared diet charts, webinars, and certain health related sessions to have a deeper interaction,” Kinalekar said.

He further said, “We provided all this for free because we were trying to understand what the audience actually needs. Doing all this not only helped us gain the customers’ trust, but also increased our brand value.”

Speaking more about start-ups, Kinalekar noted, “When a start-up starts marketing, they are not looking for just one primary focused outcome. They are looking for multi-layer outcomes. The company starts to learn, to grow, gain brand value, understand the audience’s demands and at the end it helps you to better your products.” He further added, “The outcome of the campaigns is basically to have longevity with the users. Every start-up company in its initial days is limited in its resources, but tries to maximise utilisation of these limited resources.”

Kinalekar also highlighted the fact that there are millions of mobile applications available today and everyone is competing. “Why can’t we utilise all the applications available?” he asked.

Citing Beato example, he explained, “Just like a 360-degree marketing strategy, a care program is a 360-degree strategy, where we have monitoring devices, an app ecosystem, insights and analytics, doctors, nutritionist – all of these are covered in one program. We have tried our best to be available on various platforms like Whatsapp and Zoom, etc., where customers can directly chat with doctors and coaches and get their queries answered. This has helped our team to gain long term users.”

There are edited excerpts. For the complete address, please watch below:

https://www.youtube.com/watch?v=Y0oU2GW4T9M