Dy Gen. Manager - CRM, Hyundai Motor India Ltd
What is the one thing that you abide by in all your marketing campaigns?
Every Campaign should be in line with the Brand's purpose and be clear in its objectives. So that the Campaign's success can be measured(directly or indirectly) and lessons learnt for the future.
What has been the most challenging task for you as a marketer?
It takes good effort to generate leads. However the most challenging is how it is nurtured to reach Conversion stage.
How do you see your job evolving in the future?
Marketing function will embrace more of Data driven marketing roles as Organization and Customers get more adapted to digital tools and eenvironment.Marketing will emerge stronger with new digital platforms.
What motivated you to choose this career?
Over time, your interest and the job role merge. I always loved experimenting and learning. The present role has plenty of such opportunities.
What's the advice you would like to give to an aspiring marketers?
Following traits are desired: Innovative, perseverance for success, lateral thinking, liking for data, analytical mindset, open for new learnings. No alternative to hard work.
What role did your educational background play in your career?
I did my Electronics Engineering, which did not help me much
How do you evaluate traditional vs. digital marketing channels?
Traditional: Proven, Very expensive, Challenging to measure its success, Localization important, best for initial stages of Sales journey. Digital: Highly experimental, easy to measure, should be dynamic, personalization important, sometimes over-hyped, best for later stages of Sales journey, but all call-to-actions should be with least friction for Customer.
How did you go about finding your right target audience?
If you have CRM function, get access to all the existing Customer segments and study their past behaviour. This will help you in finding look-alike audience and accordingly pitch the right product to which they would show maximum propensity. If the volume is not high, then you can personalize if you can get basic personal information.This way your Campaign's conversion chances stay high.
How have you seen the auto sector evolve in India?
Indian auto sector was very stable and organised thus far. But now it will soon get disrupted due to many factors. Digital transformation will get accelerated both at OEMs and Dealerships. The ones which could quickly adapt and understand Customers' needs in the new environment will prosper, others will get consolidated/merged or simply perish. The 3rd living space (after home and office) may see lot of drastic changes with respect to health, convenience, commerce, et al. Just wait and watch🙂
Why did you choose to become a marketer?
Every function is unique and great in its way. If you like creativity, experimenting, explore unchartered areas, then Marketing will be a cool function. It is a natural leading function, which generates for other functions to take business forward.
What is the current important metric that you are looking to improve via your marketing campaigns?
Once a Brand is established & matured and of course with many Comoetition around, the most important metric is retail conversion. Generating hot leads is next.
Business-wise, do you think any benefit in 'work from home'?
Yes, WFH is beneficial for emlloyees as well as Employers. It may be uncomfortable first, but it is the most logical thing to do now. Thanks to COVID-19, we are all forced to embrace WFH.
What is more important for a startup - branding or sales?
Branding. But you need to have your initial Customers as Brand evangelists.
What is your most important customer retention matra?
Stick to the brand/Product ppromise.Deliver more than Customer's expectations.