The key mantras for building brand loyalty through personalized mobile experiences

The 8th edition of the MOBEXX Summit 2024, held in Delhi on November 27, brought together thought leaders and innovators to explore the transformative role of mobile devices in today’s digital-first era. As mobile technology continues to dominate consumer interactions, the summit delved into pivotal themes shaping the future of mobile marketing. From AI-driven personalization to 5G-enhanced user experiences, privacy-centric marketing strategies, and the emergence of new platforms, the event highlighted how brands can leverage these advancements to foster deeper consumer connections and achieve exponential growth.

A panel discussion on ‘Building Brand Loyalty through Personalized Mobile Experiences’ brought together a stellar panel of industry leaders to discuss how the mobile landscape in India has evolved, transforming consumer engagement and brand experiences. The session was chaired by Prashant Puri, CEO and Co-Founder, AdLift, and distinguished panelists included:

Ashish Tiwari, Chief Marketing Officer, Home Credit

Avi Kumar, Chief Marketing Officer, Ferns N Petals

Neelima Burra, Chief Strategy Transformation and Marketing Officer, Luminous Power Technologies

India today boasts 650 million smartphone users, doubling from 300 million in just three years, with a growth rate of 15% annually. This exponential rise in smartphone adoption has redefined the mobile experience as a critical touchpoint for brands. Here’s a closer look at the insights shared by the panelists.

Kicking off the discussion, Prashant Puri highlighted the staggering growth of mobile users in India and its implications for businesses. “In the last five years, India’s smartphone user base has doubled, reaching 650 million. With this, mobile has become the primary screen for consumers, and brands have a unique opportunity to leverage this platform for highly personalized engagements,” he noted.

He also emphasized the evolving role of mobile devices. “Mobile is no longer just a channel; it’s the cornerstone of how brands connect with their consumers. It influences not just transactions, but also their daily lives, offering opportunities for hyper-personalized, meaningful interactions.”

Ashish Tiwari highlighted three primary drivers behind the surge in mobile adoption: ubiquitous network connectivity, affordable device costs, and increasing computing needs. He reflected on how India, despite being a late entrant to the mobile revolution, has leapfrogged in terms of innovation and integration.

“Mobile is no longer just a communication device – it’s an individual’s digital and financial identity. With the JAM stack (Jan Dhan, Aadhaar, and Mobile), India has created a unique ecosystem. For marketers, this generates an unparalleled data trail, enabling hyper-personalized engagement,” said Tiwari.

He emphasized how mobile-first approaches have revolutionized industries like personal finance. “At Home Credit, we onboard customers with just two documents – Aadhaar and PAN – through a mobile application. What earlier took 15 days now takes only 6-8 minutes, thanks to mobile and data integration.”

According to Avi Kumar, mobile phones have transcended their role as a mere transactional tool, becoming deeply embedded in consumers’ daily lives. “A marketer’s job is to be where the consumer is – and today, the consumer spends most of their time on their mobile phone,” he said.

He shared how mobile enables hyper-personalized experiences, citing examples from Ferns N Petals. “On special occasions like Girlfriend’s Day, we remind our users with relevant notifications, making our brand a part of their emotional journey. This level of personalization is possible because a mobile phone is inherently personal.”

Kumar also noted the shift in consumer behaviour. “Five years ago, people hesitated to complete transactions on mobile. Today, with seamless integrations like UPI and intuitive app experiences, mobile conversions have surpassed desktop for many categories. Impulse purchases have also increased, driven by social media and mobile content consumption.”

Neelima Burra discussed how technological advancements, particularly AI and omnichannel integration, have enhanced mobile experiences. “AI, once thought to be confined to desktops, is now seamlessly integrated into mobile platforms. This has made interactions more personalized and contextualized,” she noted.

She emphasized the rise of a true omnichannel experience. “With mobile phones supporting payment gateways and app-based solutions, consumers can now seamlessly navigate between online and offline worlds. For instance, in the solar and power solutions industry, mobile apps allow users to monitor their energy consumption in real-time, bridging the gap between hardware and software.”

Burra also highlighted the shift towards solutions as a service. “What was once a hardware-focused industry is now driven by app-enabled services. Mobile integration has made this transition possible.”

The panel unanimously agreed that mobile experiences have become indispensable for building brand loyalty. As mobile technology continues to evolve, the integration of AI, data analytics, and seamless omnichannel solutions will drive even greater personalization and convenience for consumers.

Summarizing the discussion, Prashant Puri said, “Brands today must recognize that mobile is more than a medium – it is the primary interface shaping consumer interactions and experiences. By harnessing the potential of mobile, brands can create meaningful, lasting connections that go beyond transactions.”

India’s mobile revolution has only just begun, and as these leaders demonstrated, brands that embrace its potential are poised to stay ahead in the race for consumer loyalty.

These are edited excerpts. For the complete panel discussion, please watch below:

https://www.youtube.com/live/qh4Dn3tbRLE

Also Read: Data-driven marketing: the key to unlocking consumer insights and ROI