Influencer marketing with Zorka.Mobi

we're here at Pocket Gamer connects 2018 in London and I am now joined by Dimitri liya pin of jacquimo be a chief business development officer I'm gonna get that right yeah that's right good to see you again sir and what is it that you're doing here and importantly what is it the Joker movie does alright thank you well the thing is that we are a creative mobile performance agency and we are here to promote our services the things that we do for the mobile gaming advertisers how we help them promote their games through user acquisition and through influencer marketing in particular gotcha we were talking about that beforehand the influence of thing that's obviously blown up quite a lot in the past few years the real focus on using influence to drive in stores now there are different ways of doing it we were discussing it what's your chosen way of doing this like you've got a

quite a large influence database I guess that people use and you also focus on areas like Russia's all right yeah that's that's quite right we we focus not only on us we started with the Russia because we're Belarus where we have bonds with Russian territory so we started with Russia and but right now we're doing campaigns that run worldwide so we'll work with the us-based youtubers Europe based youtubers and not only youtubers but which influencers Facebook Twitter influences of quite many of them so the thing is that yeah we noted that there is a request from the advertisers to reach new audience through new channels where the agency service plays a major role talking about Zorka we have lots of expertise in running the best client service in the user position this is what we are loved by our clients and that's why once we understood that there is a potential in using influencer marketing to promote mobile games we dive deep

into it and within 14 months we reached a particular level where this influencer marketing plays major quite a big role in our overall business strategy so what we do we promote mobile games by running native video ads in channels that have the audience that is that is relevant to the core audience of mobile games of our advertisers so we find the channels that fit into the core audience of the advertiser and we promote those games there and we get the installs and we get the brand awareness out of those campaigns so if you were a person using your services one of the things that people are very keen on is being able to track results so obviously they've given you a particular budget to work with and then you've gone out there and you've either used your influence or network or whatever it might be sometimes it can be quite difficult to

work out what impact your campaign has had how do you reassure your clients that like look this is what this is what you paid these are the results and this is how we track it so you can see that they've got you know the value this is a very good question because usually the post campaign analytics is the major pain point because people spend money and they have to understand whether that spend was worth the result so we try to help them in a sophisticated way so we've built a tool that tracks the first of all it has the database of these youtubers or the influencers we worked with and we know the results from the previous campaigns so we can pick the youtubers that feed into let's say positive results expect the expectation of a positive result that's the first part then we use the tracking links to understand how many installs were generated through that once we get connected to the business intelligence unit of the advertiser we understand how much money was generated by those users

who came through the trekking limb once we get this data we can predict the foot further future campaigns much better however for the fest campaigns we run the this prediction tool we understand what the youtubers what youtubers we suggest to use we agree that with the advertiser we've forecast the negative and the positive result and usually the result of a test campaign is somewhere in between and what and usually in a flight in a soft launch campaign there are from three to ten youtubers some of them perform very well some of them performed let's say in the natural way and some perform worse than we expected so we fine-tune the feather launches to get major success so it's all about reading the data that you get in a way that you can give clients or predictable information or reliable stats on what they're gonna get out of of what they do I imagine that you know a lots of other

companies are doing the same kind of thing they're obviously trying to compete for the same kind of market share you're trying to access in some cases the same influences yes what is it that you guys feel you do different like what was the feedback you got from your users and from their first day of Zorka we've been focusing on the client client success client happiness so we've been focusing on agency service that distinguishes us so we are we are let's a very transparent first of all this is the main the major point so customer services plays a major role we are very transparent so the client always knows that what we tell to them this is what they expect to receive and that this is what they will get there so we have this way of building trust with them so we never we never promised anything that is not going to happen so we promised what we're able to deliver

this is the first thing this helps build trust and once you have trust you can fine tune the campaigns even there if the results where we are worse than then you've been expecting so you have trust you understand that people are working hard to receive the result that they want to to achieve this is what distinguishes us on the partner points of view once we work with the influencers this is also very transparent story we are very safe oriented to give them - to reach their expectations the expectations of the influencers are money on time and good clients so this is what we do with them try and please both sides so in 2018 what's the thing that you're really focusing on is which aspect of the business are you aiming to expand or develop or streamline what's what's the idea well talking about Zorka in general we look forward to bring value to the advertisers that want to contact Russian

market that's one of the things that we are draw at second thing we are working hard on doing this tool with influencers to analyze the effect of the campaign's better so we can predict a few final launches well and yes of course we are looking into more technological and sophisticated way of doing user acquisition in general there are some things that are happening inside Zorka but I'm not able to disclose all of them but we are working on technology as well those are always the best things secret things well we look forward to seeing what you come up with and thank you for coming and talk to us today thank your larger you