The online and offline user persona is changing, and much quicker in the post-covid world than we could have imagined! Just until a couple of years ago, a customer’s online and offline personas were different. But today, as more customers become mobile-first or mobile-only, their online and offline journeys are blending. We have reached a stage where we are always digitally-connected and this is important for brands when communicating with their customers. Omnichannel targeting, thus, cannot be ignored by brands, especially in a multi-connected world of devices.
With this topic, recently, Anuj Kumar, Co-founder, Chief Revenue & Operating Officer at Affle, chaired a panel discussion at the 4th edition of e4m India Brand Conclave 2020, discussing the role of omnichannel targeting in building effective brand connections. The stellar panel, from across industry verticals, spoke about how to use data ingredients, targeting both online and offline audiences, and the prospects of growth of Connected TV in a post-covid world.