As marketers gear up for the festive season, Interactive Avenues' Executive VP, Aparna Tadikonda, shares her insights on how brands can leverage intent-based platforms like Quora to reach well-informed consumers. With consumers spending more time online and making nuanced purchase decisions, it's essential for brands to tap into the right medium and platforms that address their differentiated needs.

In a recent webinar, Aparna highlighted the significance of understanding consumer behavior and preferences in today's post-pandemic world. According to her, 20% more consumers will spend in 2022, with online research increasing significantly. This shift has led to an average of nine apps per smartphone, making data more significant than ever for brands.

Key Takeaways

Aparna emphasized the importance of top-of-mind awareness being just one approach, and that deeper engagement with consumers across levels is crucial. She also stressed the need for intent-based platforms like Quora to play a huge role in addressing differentiated consumer needs.

To maximize ROI, Aparna recommends having a full-funnel strategy, which involves understanding consumers' pre-festive behaviors and adjusting messaging strategies accordingly. Brands should also focus on building awareness, consideration, and conversion phases, rather than just relying on one video ad or campaign.

AI-Powered Insights

Aparna believes that platforms like Quora can help brands refine their marketing efforts by providing intent-based insights. By understanding audience segments and questions asked on the platform, brands can create tailored content and messaging that resonates with their target audience.

To optimize marketing efforts, Aparna suggests focusing on a healthy media mix, considering different phases of the festive season, and investing in data-led marketing strategies. She also emphasizes the importance of measuring campaign success through various metrics to ensure maximum ROI.

Strategic Pointers

Aparna offers several strategic pointers for brands looking to make an impact this festive season:

  1. Understand your audience: Focus on creating content that resonates with different segments, and adjust messaging accordingly.
  2. Optimize media mix: Consider a healthy mix of TV, digital, print, and other channels to reach the right audience.
  3. Invest in data-led marketing: Use AI-powered insights to create targeted campaigns that drive conversions.
  4. Measure campaign success: Track metrics like ROI, awareness, consideration, and conversion rates to optimize efforts.

By incorporating these strategic pointers into their festive season marketing strategy, brands can maximize ROI and drive conversions using the power of AI in mobile apps.