‘Online-offline model of buying behaviour has merged like never before’

At e4m TechManch 2022, Devika Sharma of InMobi conducted a masterclass about changing consumer behavior, the trends of this festive season and more

e4m by exchange4media Staff
Published: Aug 17, 2022 8:28 AM  | 2 min read
Inmobi

With the onset of the festive season, brands are gearing up for the advertising war and going all out on the digital front. Sharing more on this and how brands can effectively use marketing tools this season was Devika Sharma, Director - APAC - O & O Business, InMobi.

The masterclass titled ‘Shine bright during the 2022 festive season: Top takeaways for brands’ saw Sharma offer a peek into Inmobi’s product Glance. She shared her take on the trends of the festive season and how brands can make the most of these. “The online-offline model of buying behaviour has merged like never before,” she noted.

Sharma also spoke about the change in buying behaviour of consumers over the last two years and the diversity that comes with it, and how brands need to recognize and play along. “For any brand or campaign, the first step while talking to a user is driving discovery, followed by entertainment and engagement. And finally evaluating the impact of taking the user through that funnel.

Devika goes on to explain how brands could effectively use the lock screen advertising method effectively for their campaigns, which is what Glance is all about. “There is no better discovery possible for a brand than for you to pick up your device and see the brand on the lock-screen itself.”

“A lot of the content that we put out is through influencers and so, again, with Glance influencers see another opportunity to explore and analyse how they can partner with content to bring out their festive communication live,” she added.

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