Alireza Danandeh, the manager of Magnet market development, considers the growth in the application space to be the organic growth resulting from the development and growth of online businesses
He says International statistics are not effective in the economic environment of our country, because the macroeconomic indicators are getting weaker day by day and people’s purchasing power is decreasing due to increased inflation.
According to the Iran digital economy annotation, In the fifth DM Board event with the theme of “Growth and Optimization in Application Marketing”, a panel was held under the title “Issues of Iranian Applications Today” in which the challenges and problems of Iranian applications were discussed.
Ahmad Attarzadeh, Tapsell’s chief marketing manager, regarding the growth of the digital advertising space in the country’s applications and comparing it with 2021 and 2022, said:
“With the increase of Iranian applications in terms of quantity, this message is given to the market that there is a good capacity in this area, because there is a lot Of them, they have closed their income system based on advertisements, and this shows that the market is still alive and working. But my personal opinion in general is that our ecosystem and industry is not doing well and it should be better.”
On the other hand, Alireza Danandeh, the manager of Magnet market development, explained that the reason for the growth in the application space is the organic growth resulting from the development and growth of online businesses and explained that international statistics are not efficient in the economic environment of our country, because the indicators of macroeconomics are getting weaker day by day and the power People’s purchases will decrease due to increasing inflation.
Danandeh further pointed to the decline of Google Play last year and stated that with this event, which coincided with the shrinking of the macroeconomic space, it has caused a large part of the budgets and events be limited in the field of application.
Regarding the filtering of Google Play, Mehdi Khani, the chief sales manager of the bazaar, added that the bazaar has always been against filtering, because in addition to the damages and losses that are caused to the activists and users, the bazaar cannot use Google Play services as a third party in order to be able to Stay at the edge of technology and serve users.
The main challenge is the lack of solidarity among ecosystem activists
In response to the question of Hadi Moradi, the editor and founder of DM Board and moderator of the panel, Pooya Khojaste, the manager of Vertical Marketing Up, drew these challenges in two ways: the lack of opportunity to make mistakes due to economic pressures for smaller applications and the lack of Existence of experience transfer cycle.
In this regard, he said: “My generation, those who started working in this field since 1996, the luck they had was that they had (more) money.” The abundance of money in the ecosystem allowed us to consider monthly budgets of 2 billion tomans for advertising. But now this has become much more difficult and causes the opportunity to make mistakes and take risks from the activists.”
The chief marketing manager of Tapsell said regarding the reports that are published in the field of digital economy, that the best practice is for all the activists to report together in order to have more influence against the regulator. Attarzadeh also added: “There is a need to create an infrastructure for verifying and validating reports for greater transparency, and the best platform in this regard is the media.” In this case, many resources such as marketing budget will be spent optimally and better decisions will be made.”
At the end of this discussion panel, Ahmad Attarzadeh outlined solving challenges and providing solutions for them in changing the atmosphere of activities of activists in an insular way and far from each other, to solidarity and constructive communication between activists.
In the end, Pooya Khojaste emphasized once again that, unfortunately, there is fraud in various layers and there is no structure to deal with it, and we must move towards providing a solution for it. Hadi Moradi once again mentioned the lack of investment in this area as the reason for the slow growth rate of dealing with Farad.
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