‘User engagement must lead to user sustenance’

At the one-day event entitled ‘DeViate’, organized by the WPP programmatic media company Xasis, Dr. Kushal Sanghvi, Country Lead - India, Integral Ad Science touched upon the topic ‘ Let’s talk about user engagement : what’s next? where he highlighted that “the user engagement must lead to the sustenance with customers and it is going to happen with 1:1 equation with the help of classification of each consumer”.

And to gain maximum information about their customers, brands must watch them, observe them, and note down information, suggested Dr. Sanghvi. However, he also underlined that too much of personalization can be scary as well for customers.

Dr. Sanghavi explained different ways for personalization where he stated, “The Geo-Compliance message can send personalized triggers. The messaging should be done in the concentrated radius is beneficial and multiple languages to create one-one connection with audience”.

Highlighting the methods of advertising, Dr. Sanghvi suggested that advertising should be easy, applicable and workable. “Every medium/ space used for communication must thrive beyond typical and include elements which makes the customer smile or give goosebumps”, added Dr. Sanghvi