‘We need a holistic strategy where one focuses on full funnel’

The e4m-Xaxis Programmatic Summit 2022 saw Ankit Anand, India Strategy Lead, Bobble AI, share insights on how to build a ‘future-proof digital strategy’. He also highlighted how Bobble AI created expressions for smartphone conversations.

“We try to make it expressive, localised and intelligent with deep tech innovation. A smartphone keyboard is integral to all your smartphone experiences whether you are ordering food on Zomato or booking a cab. So that experience is what we aim at elevating through various solutions and innovations,” he said.

“If we think about future readiness, there are four key things that come to play. One is data strategy. When we have the right data and have identified the customer, the next thing is activating these through the right channels. Where exactly are these customers spending time, where are they likely to engage with the most and what media format are they likely to engage with. When we have good data, we are using it to activate customers. The next important thing is what kind of content are we engaging them with. It is always better to keep a repeat customer than acquire a new one. Creating engagement tactics that keep a customer engaged to his computer platform is also very important.”

Moving further into the conversation, Anand spoke about mobile IDs coming into the picture. He stated that mobile IDs are going beyond one’s session. It belongs to a real user who is using a smartphone and downloaded an application which is registered on the play store. “Based on the actions you take on your smartphone, a marketer is able to target you on your tablet or maybe outdoors. That is the power of mobile ID. It is something that a cookie was not able to give us earlier,” he added.

“With the help of market intelligence, predictive audiences, data enrichment and identity resolution, you are able to make a lot of choices that could define the chart that your company is going through.”

He also shed light on the importance of creating content that users can immediately resonate with. Rich media formats like emoticons and stickers also become essential. “This is something we already know that how much we chat with each other. Everyday we are opening the keyboard more than 100 times a day and chat with at least 15-20 people,” he added.

Concluding the session, Anand said, “What we need for the next generation, because third-party cookies are going away, is a holistic strategy where you focus on the full funnel. So, you start with welding a full strategy around data wherein you are building your first-party databases targeting the right customers on the right platforms. You are also focusing on building the top of the funnel and at the same time, the customers that you acquire are also engaging.”