Innovative Marketer Dialogue: Anisha Motwani

Paul Writer launches Innovative Marketer Dialogue,

Video interview series with CMOs highlights marketing best practices

Anisha Motwani
Director & CMO
Max Life Insurance

On Challenges that Marketers face today …

The marketing challenges are not any different from the business challenges. If you just look at economic environment today, its so volatile and ambiguous, you really can’t predict the future therefore an inconsistent environment exist.. How do you drive growth in this inconsistent environment is the biggest challenge. How do you create demand? How do you drive growth in an environment, which is so volatile, uncertain and inconsistent? It’s an unpredictable market and that’s the first biggest challenge for marketers.

“How do you create demand? How do you drive growth in an environment, which is so volatile, uncertain and inconsistent?”

The second biggest challenge is, the investments that you make in marketing and how do you justify the rate of investment? What is the ROI quotient? Today there are multiple channels of marketing. However the margins are shrinking, the budgets have come under constraint  therefore how do you prioritize and what is the best return on investment.

The third challenge is of course the customer himself. Loyal customers and having of set of people you know who are your brand ambassadors, is becoming a myth. Consumers are fickle minded and loyalties can be bought today. Run a deal, run a discount and you’ll see a customer running away. So in this unstable environment, how do you engage with the customer? Therefore customer engagement and building a new approach towards customer engagement is the third biggest challenge.

So in that order the three big challenges are: How do you drive growth? How do you justify the Return of Investments of your marketing plan? Finally, how do you find a new way to engage with the customers today who exist in a trust deficit kind of environment. There are all kinds of lucrative offers available around them so how do you make them stick with your brand. These are the three biggest challenges for me.