Shuchi Chawla is currently the Head- Brand Marketing, ixigo. Prior to working with ixigo, Shuchi was with OLA where she has successfully headed, conceptualized and executed various brand campaigns and category launches. She is one of the speakers we have lined up for the Delhi NCR Brand Summit & Hot Brands 2019.
- What is the one factor that took your brand from good to great?
Personalized marketing can be a very effective tool that helps a brand communicate the right message to the right customer and has helped ixigo create value for the brand amongst customers. We constantly analyze our users’ mobile journey which helps synchronize with their needs and preferences, thereby increasing engagement.
- What role does technology play in making and keeping a brand hot?
In the age of AI, AR, big data, and VR, marketing has to keep up with the technological advancements in order to stay relevant. There has been a transcendent shift in the way content is consumed today, i.e. from textual content to audio-visual content. Video, Voice, and Vernacular will play a critical role in attracting the next 500 million users from tier 3 & 4 cities. From the voice technology perspective, AI-driven customer assistance could potentially revolutionize marketing in a country like India.
- How has data become the essence of business/marketing?
Data is an integral part of understanding consumer behaviour and driving powerful engagement. It helps brands segregate users into different silos, enabling marketers to tailor their communication and target consumers more effectively. From a product perspective, data analytics can help a brand increase its user base, exponentially. If we focus on the travel segment, AI and big data are the perfect tools to help travelers plan their trips and make informed decisions by providing them fare intelligence or PNR predictions. From a marketing perspective, it is also important to manage the flow of the right data to the right users at the right time.
- What are your thoughts on the need for digital transformation?
Digital transformations are about adopting technology to increase operational efficiency, customer delight, and innovation. Successful digital transformations are rewarded with customer loyalty and advocacy. Today, customer experiences are being prioritized over price and digital transformation is slowly becoming a core strategy for brands who want to create differentiation.