Creating a deeper & hyperpersonalised experience for consumers on mobile
Personalised communication and experiences are becoming the norm in marketing strategies. In the coming times, hyperpersonalisation will become an important part of what brands offer their consumers.
To highlight this growing phenomenon, the 6th edition of the MOBEXX Summit and Awards 2022, held a panel discussion on ‘Creating a deeper and hyperpersonalised experience for consumers in mobile’. The panel discussion was moderated by Shraddha Agarwal, Co-founder and CEO, Grapes, and the esteemed panelists included:
Abhishek Chaddha, SVP, Interactive Avenues
Tathagat Jena, Head of Marketing, HMD, Global
Akar Kumar, Business Development Specialist, Intercity, inDrive India
Shraddha Agarwal started by narrating her own as well as other’s experiences with hypersonalised ads and asked the panelists whether they saw the following or remarketing of the ad content coming to them in a hyperpersonalised way was spooky or was it good for them.
According to Abhishek Chaddha, the key word here is “relevance”. He added, “I think the amount of breadcrumbs that we leave behind in our digital journey, that data has been collected voraciously over a period of time. So, the question is how do we make our communication gain more relevance as well as our consumer journey. I make the consumer reach the point to purchase, with the lowest amount of friction and in the quickest time. More often than not, there has been a very thin line in regulating relevance, it is about the control of frequency, the control of exposure. That’s where you really need to see on how do you want to pull back in terms of making it relevant. That’s where hyperpersonalisation plays a very important role, and we are at a point where data is being left in many different points in many different fashions. So, relevance is the name of the game.”
Tathagat Jena pointed out, “I think consumers at large have moved beyond the spookiness. Just like consumers have moved beyond the cash-on delivery. They are increasingly comfortable because in a lot of cases they are also opting in to that consciously. And also in terms of the whole personalisation, it’s about in what frequency and what you do with it. From an anonymous emailer to something addressed to us, we all prefer to be addressed by our names. And also what we are looking at in terms of unending scrolling, we like some of the things to be served up quicker, we are all time-pressed, so there also hyperpersonalisation really helps us. I sometimes go to some other profile to switch on Netflix, just because I will be served up something fresh. As consumers also, we use hacks like that, so its not spooky anymore.”
Sharing inDrive’s perspective, Akar Kumar said, “With respect to inDrive, now that we entered India, it was very important for us to tap into hyperpersonalisation. The market share was already captured by Uber, Ola, and then we got these regional players. And it’s a little different from what we have been discussing. In our case we look for that spookiness. We also make sure that when we are launching a new city, just like we did Mathura a while back, we are targeting people on our app, on regions close to about 100-200kms, in the age of above 50 years and sending them ‘Krishan Se Milne Chalo, Aao Vrindavan Le Chale.’ That kind of hyperpersonalisation is something we rely on a lot. That’s really been working out for us. It’s a challenge because they come with their own dialect, their own languages, but that’s something we are learning while we are doing it.”
There are edited excerpts. For the complete conversation, please watch below:
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