Chai Break with Kiran Veigas, Associate Director & Head – Corporate Strategy & Marketing, Happiest Minds Technologies

What makes a good marketer?
The Customer First Approach: It is paramount to deeply identify the needs of your customer and provide solutions that delight / stand apart from the competition. Successful marketers take that extra trouble to understand their customer in depth, and then fine-tune the narrative/campaign on a real time basis.

Be the Marketing Technology Officer: Use technology to the hilt, to help you craft and deliver on a winning strategy. Be abreast of the latest trends, technology and tools in digital marketing. Build and nurture a grand network of vendors and partners to support each of your specific marketing goals.

Data is your bestest friend: Embracing a strong analytical approach will help you comprehend data and extract actionable insights from it. This, in turn, will help you optimize customer engagement, course-correct if necessary and take appropriate actions to maximize your chances of success.

How does one sustain their brand image?
It is imperative to do a periodic brand audit for both external and internal stakeholders and see what is working well and what needs to be improved upon. Social presence for brands has become a must, and online brands are perceived to be more authentic and human. Brands that are more receptive and adaptive are more favorably looked upon by customers and help build brand loyalty.

Where do you think Marketing is headed?
It is indeed very exciting times for a marketer. Ubiquitous Mobility is helping brands to better personalize their customer relationships and drive conversions. In order to stand out, marketers will switch to more videos and mixed content. Digital marketing – specifically search, display and native ads are going to be a big priority in comparison to traditional advertising.
Also, with virtual and augmented reality becoming more mainstream, customer experiences are going to be more immersive and intimate.

Do social media channels really help marketers?
Social Media channels are the five senses of marketing and they provide ultimate insights into what customers are really looking for. Given that facebook, whatsapp each have a billion plus active subscribers while linkedin, twitter, youtube and Instagram combined have more than 1.5 billion active subscribers, these channels help marketers to generate more inbound traffic and amplify conversion rates. Thanks to social media, making content go viral is no longer a function of media spend, but a function of content quality.

A technology that you foresee as being useful to a marketer of the future?
Marketing automation systems will use a wealth of data to deliver relevant recommendations across key customer touch points, thus driving more personalization, analytics and sophistication at the marketplace. As predictive marketing gains more traction, machine learning powered marketing automation systems (rather than the current rules based systems) will keep getting smarter and efficient, thereby enabling greater campaign successes.

Kiran Veigas is the Associate Director & Head – Corporate Strategy & Marketing at Happiest Minds. He has 16 years of industry experience spanning various roles in Digital Marketing, Business Strategy, Business Development, Product Management and Product Development in IT/Telecom. His prior work experience includes companies: L&T Infotech (12 years in various roles) and Emtec (1 year). His educational qualifications include Executive Management Program (GMITE – General Management for IT Executives) from IIM-Bangalore and BE in Telecommunications Engineering.

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