From Content to Commerce: Experts to discuss game-changing strategies at e4m Screenage

The eighth edition of e4m Screenage, the mobile marketing conference, will be held on December 2 in Mumbai. The agenda of the conference is power-packed featuring impressive panel discussions, fireside chats and keynote sessions. e4m Screenage is set to bring together industry experts who will decode the next big shift in consumer journeys. With mobile evolving as the primary medium for discovery, decision-making, and purchase, the panel discussion will explore how the small screen is redefining the rules of engagement under the topic ‘M-commerce vs E-commerce: Finding the Edge in a Mobile-First, Content-Led World’.

The panellists are Bhavana Jaiswal, Country eCommerce Integration Manager, IKEA; Gautam Batra, Associate Director - Marketing, Xiaomi India; Altamash Khan, Head of Media & Digital Marketing, ABFRL Pantaloons; Ameya Ingle, Head Marketing & Digital Business, ICICI Prudential AMC Ltd; Sudeep Kulkarni, Senior Vice President, Marketing (Brand & Digital), Alliance Insurance Brokers and Kinnari Dave, Business Head, ShemarooMe (OTT). The panel will be moderated by Amaresh Godbole, CEO, Digital Technology Business, Publicis Groupe India.

During the panel discussion, speakers will share insights on why mobile purchases feel more intuitive and immediate than traditional e-commerce, highlighting how platforms are adapting to shorter attention spans and high-speed content consumption. A key focus of the panel will be decoding the importance of localisation and cultural relevance, especially for India’s rapidly growing Tier 2 and Tier 3 markets.

As vernacular content consumption soars, experts will shed light on how mobile-led distribution, regional storytelling, and language-first campaigns are becoming essential over time. They will also delve into the important role of technologies like AI, hyper-personalisation, voice search, AR-driven try-ons, and 1-click payments, all of which are enhancing the mobile commerce experience and making it more seamless than ever.

As m-commerce accelerates, the panel will decode whether mobile commerce is on track to overtake traditional e-commerce entirely or if both models will evolve to coexist. With consumer habits shifting fast, this panel discussion at e4m Screenage promises to deliver key insights and strategies for brands looking to win consumers in a mobile-first world.