A marketer needs a mix of data, content engagement and tech innovation: Ankit Prasad

During the Maddies Awards 2022 event held on November 22, Ankit Prasad, Founder & CEO of Bobble AI, emphasized that for marketers to prepare for the future, they must possess a well-balanced blend of data, content, engagement, and technological innovation. Discussing future readiness, Prasad shed light on the unique ways of identifying customers. He explained that while there are various methods like using phone numbers, email IDs, cookies, and other forms of data, in the evolving world where nearly everyone owns a smartphone, Mobile IDs present a deterministic approach to customer identification.

Highlighting the advantages of Mobile IDs as a means to reach a broader audience, Prasad emphasized, “In the realm of cookies, you can only track a single session, whereas in the world of mobile, you can track across multiple sessions. Mobile IDs are associated with genuine users who use real mobile devices, as opposed to cookies, which can be associated with automated bots.”

“Mobile IDs enable the connection and understanding of consumer behavior across different devices, including smartphones and various applications. This capability provides much greater reliability in uniquely identifying a consumer,” he added.

Prasad also discussed the importance of conversational media marketing, noting that stickers, GIFs, emojis, and similar elements help effectively engage with a wide range of customers. He stressed the power and impact of a robust data strategy in marketing campaigns, stating, “Each mobile device has a unique identifier and a keyboard. When we combine the strength of this unique identifier with software capabilities, that’s when the magic happens.”

Furthermore, Prasad explained that every input made through a mobile keyboard reflects multiple intents, which can lead to various decision-making processes. These keyboard-based intents can be harnessed to derive in-depth user insights, serving as the fuel for innovative marketing campaigns.