Arkose Labs's Vanita Pandey believes ‘Online account is going to be the currency that people will trade on’

Vanita Pandey, CMO - Arkose Labs, speaks about the role that Innovative Payment Models play in the changing dynamics of purchase and shopping. Read on to know her thoughts about how necessary is content for attracting consumers in this age and much more.

Today’s digital buyer is savvier than ever before and wants to be in control.


MEDIA 7: Thanks for doing this with us! With enormous content created online daily, how necessary do you think is content for attracting consumers in this age?
VINITA PANDEY:
Content remains necessary for attracting consumers. What’s fundamentally changed, though, is buyer behavior towards information consumption. Today’s digital buyer is savvier than ever before and wants to be in control. That means they want to consume information that is highly relevant and tailored to them at the very moment they need the information. Content needs to be data-driven and built with the end-user in mind, anticipating and then answering buyers’ questions. The intermediate goal is proactive engagement from the buyer with an eye towards the ultimate goal of converting the buyer into a delighted customer. Those instructions are so simple for me to write, but they are extremely difficult for a company to execute.

Human attention span has dramatically decreased from 12 seconds in 2000 to between 2 to 5 seconds today. That means the approach you’re taking to first expose your brand to a digital consumer needs taut messaging in the right channel to grab their attention so that they can engage with your content. While the initial trigger is short to accommodate short attention spans, the length of the actual content that buyers engage with depends on the information being shared. If the content is relevant, the consumer will spend time reading it and most likely will share the content with their colleagues, because the average B2B buying decision includes about eight people in a purchase decision. More important than length is context and relevance. A final point about content’s role in attracting buyers to your brand...tone. No one appreciates being “sold” to. Keep the tone instructive, educational, enlightening for it to be most effective.


M7: What role are ‘Innovative Payment Models’ playing in the changing dynamics of purchase and shopping?
VP:
Innovation in the financial services industry and the emergence of new payment models are finally putting the consumer at the center. These new payment models provide more flexibility and control while delivering a much better customer experience. Plus, they are making an impact on increasing the financial inclusion of people with no credit files or thin credit files but who would be good consumers. Credit plays a role in wealth creation -- when someone has access to the credit they can buy a car to get to a higher paying job, for example. And that’s good for any national economy.

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Innovation in the financial services industry and the emergence of new payment models are finally putting the consumer at the center.



M7: What marketing channels do you see as the most promising for campaign management?
VP:
The digital channel is going to drive more and more engagement as well as produce more data, which will provide marketers with the ability to serve the customer even before the first interaction. In-person experiences also are going to be critical in the post-pandemic, new-world order, and, in fact, buyers will be eager to meet in person with companies after a nearly two-year run of doing everything virtually. And email is still a viable channel. What’s changing, though, is the type of content that is presented through the email channel, as I mentioned above.


M7: Given your tremendous experience in Product Marketing and Strategy, what are your predictions for the future of this industry?
VP:
My predictions are that we will experience secular growth of digital commerce, innovation, more regulation, and more fraud. I also think that the online account is going to be the currency that people trade on and the key to building relationships, which means that account security is going to be the key.

Read More: Blue Globe Innovation’s Jonathan Slater believes, ‘Innovation needs to be embedded as a business strategy’



You have to be aware of competitors because prospective customers will ask how your company is different.



M7: With the amalgamation of Artificial Intelligence and creative tools, companies are creating newer marketing strategies. What productive strategies do you use?
VP:
We are customer-centric, and that means that we have a full understanding of our customers before they are even a customer. We do that by understanding the buyer journey better and being able to do progressive profiling. We look at causality and not correlation, and that gives us the ability to understand what is working and what the drivers are that lead to better outcomes. Additionally, we are always incrementally tweaking all aspects of our content and campaigns to be hyper-relevant.


M7: How do you prepare for a competitive world as a Business Leader?
VP:
We keep an eye on our competitors, I stay aware of new entrants, new products, strategic shifts like the roll-out of new brand positioning. You have to be aware of competitors because prospective customers will ask how your company is different. Where I spend the most time, though, is focused on our existing customers, understanding marketplace changes, and identifying and building relationships with new prospective customers.

ABOUT ARKOSE LABS

Arkose Labs bankrupts the business model of fraud. Recognized by Gartner as a “Cool Vendor in Fraud and Authentication,” the company offers an industry-first warranty on account protection. Its AI-powered platform combines powerful risk assessments with dynamic attack response that undermines the ROI behind attacks, while improving good user throughput. Based in San Francisco, CA with offices in Brisbane, Australia, and London, UK, the company was honored as the 195th fastest growing company in the United States on the 2021 Inc. 5000 list.

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Spotlight

Arkose Labs

Arkose Labs

Arkose Labs bankrupts the business model of fraud. Recognized by Gartner as a “Cool Vendor in Fraud and Authentication,” the company offers an industry-first warranty on account protection. Its AI-powered platform combines powerful risk assessments with dynamic attack response that undermines the RO...

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