'There is a 25-30% increase in time spent on mobile screens in this pandemic'

At the MarTech League webinar, panellists discussed how mobile has become one of the primary tools of customer engagement for marketers in recent times

e4m by exchange4media Staff
Updated: Oct 10, 2020 11:36 AM
India Today Group

As part of the e4m MarTech League series, e4m organised a webinar on “ Driving Performance in Mobile Marketing’. The speakers included Arjun Kolady, Head of Sales - India, Spotify; Ankit Prasad, Founder and CEO, Bobble AI; Manuel Oothria Raj, Director Strategic Business, Clevertap; Amit Sethiya, Chief Marketing Officer, Syska; Darshana Shah, Head Marketing & Digital, Aditya Birla Health Insurance; Pawan Sarda, Chief Marketing Officer, Future Group; and moderator Mitesh Kothari, Co-Founder, White Rivers Media

Sharing her thoughts, Darshana Shah, Head Marketing & Digital, Aditya Birla Health Insurance said that content consumption patterns have changed over the years and so have the screen sizes.

“There is a 25-30% increase in the time spent on the mobile screen in this pandemic and there is a feeling among customers that it's my own content. Now, marketers have a great opportunity and they have to ensure to make the most of this trend.”

Pawan Sarda, Chief Marketing Officer, Future Group underlined that with the ongoing pandemic, the entire content engagement has gone up. Also, the doubts about digital at the boardroom level have been addressed. “If I talk about the Future Group, mobile has become one of the main tools of customer engagement and it is just growing. With mobile, you have to know how to engage the audience in 3 seconds, and this is the cornerstone of our content strategy," he added.

Amit Sethiya, Chief Marketing Officer, Syska spoke about the shift in consumer behaviour and how they have accepted some new things. At the brand level, while we may be in love with TV but to connect the brand at the consumer level, mobile has become an effective tool.

Arjun Kolady, Head of Sales - India, Spotify, Movie gives you additional information to make your messaging more targeted. It has presented brands a massive opportunity to know their customers in their “me” time.

Ankit Prasad, Founder and CEO, Bobble AI, observed that consumers expect more responsibility from advertisers. "But I believe not publishers and advertisers need to take up that responsibility," he concluded. 

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