At Finolex Cables, Amit Mathur serves as President of Sales and Marketing. He is a brand strategist and high impact leader who builds high performance teams and streamlines procedures. He has taken on a number of difficulties along the way that have helped him become a more analytical worker. Leading by example, Amit has a strong sense of team spirit and trust in his team members. Amit has worked with reputable electrical equipment manufacturers including Havells, Bajaj Electrical, and Usha International for more than 20 years. He is a ambitious, extroverted customer-focused sales and marketing expert with a knack for starting new companies.

Over the years, marketers and interns have witnessed a shift in the approach toward brand-customer interaction. Previously, there was a belief in the ‘Seven’ adage, emphasizing the importance of interacting with customers at least seven times for brand success. In today’s era, with the advent of affordable internet, social media platforms, and increased brand awareness, achieving this milestone has become more accessible for brands.

However, recent experiences have shown that simply reaching this numerical target does not always guarantee significant benefits. Some incidents involving prominent brands have underscored the risks of miscommunication or misinterpretation in brand messaging, stressing the importance of careful and strategic communication strategies.

Beyond the message or frequency, there are multiple parameters to attract the consumers which eventually help in sales conversion. According to SalesForce, 80 percent of customers consider the experience with a brand more important than the product or service itself. A PwC study also confirmed it by stating that 32 percent of customers preferred to move on than continue after a bad experience. In the digital era, a seven-time milestone may seem elusive, but marketers have some respite. Targeting the right customer and delivering a personalized message is an ideal approach despite the myriad challenges – digital noise, rapidly evolving consumer preferences, intensifying competition, and zeroing in on customer segmentation. To overcome these challenges, marketers are implementing various innovative strategies for better conversions.

USE OF DATA FOR KYC
‘Knowing Your Customer’ isn't just beneficial— it's essential. Buyer personas, fictional representations of ideal customers, are the heart of effective targeting strategies. These personas encapsulate the diverse demographics, psychographics, and online behaviours of the target audience, providing invaluable insights for crafting tailored messages and experiences. And, harnessing real customer data is the cornerstone of persona development.

Statistics highlight the staggering impact of segmentation on marketing performance. According to research by Campaign Monitor, segmented email campaigns can generate up to 760 percent more revenue than non-segmented campaigns. This eye-opening statistic underscores the undeniable power of segmentation in driving tangible results and underscores why tailoring your message for maximum impact is paramount in today's marketing landscape. More importantly, it proves that the one-size-fits-all messaging approach is a relic of the past. By dividing their target market into distinct groups based on relevant criteria such as age, interests, and purchase history, marketers can unlock a treasure trove of opportunities for engagement and conversion.

Beyond demographic information, such as age, gender, and location, psychographic details such as interests, preferences, and pain points can help marketers paint a vivid picture of audience segments. Delving into online behaviour—such as browsing habits, social media interactions, and purchase history—adds depth and precision to these personas. According to research by the Aberdeen Group, companies that use buyer personas experience a remarkable 73 percent higher return on their marketing investment. This indicates the tangible

benefits of leveraging real customer data to inform targeting strategies. It also reinforces the notion that precision targeting matters more than monetary investment in achieving marketing success.

CONNECTING WITH EMOTION & STORYTELLING
Marketing in 2024 dictates that storytelling is much more than just a tool—it's a superpower. By tapping into the emotional core of their audience, brands can forge deep connections that transcend transactions, building lasting loyalty and trust. Emotional storytelling humanizes brands, resonating with consumers on a visceral level and fostering authentic relationships.

As we forge ahead, it's crucial to remember that successful marketing isn't just about numbers; it's about building connections, resonating emotionally, and delivering value at every touch point.

Crafting compelling narratives requires a delicate balance of authenticity, empathy, and creativity. Brands have realized that it is the messages that tug at the heart that loosen one’s wallet. These brands understand their audience's values, aspirations, and pain points to the perfect. They then weave insights into narratives that evoke genuine emotion. Whether it's through heartfelt testimonials, inspiring anecdotes, or captivating visuals, every element contributes to a cohesive story that captivates and inspires.

Statistics affirm the potency of emotional storytelling in driving engagement and amplifying brand reach. Research shows that people remember facts and advertisements with a central plot. This underscores the ability to spark conversations and foster a community lifestyle. By harnessing the power of storytelling, marketers can elevate their brands from mere products to powerful narratives that resonate with audiences worldwide.

CONTENT IS CURRENCY
Prioritizing the creation of valuable, relevant content, marketers can establish themselves as trusted authorities in their respective industries while simultaneously catering to the needs and interests of their audience. Whether through informative blogs, captivating videos, or visually appealing info graphics, content serves as the currency through which brands cultivate meaningful relationships with customers.

Effective content creation hinges on a deep understanding of customer interests, pain points, and aspirations. By conducting thorough research and leveraging data insights, marketers can tailor their content to address specific customer needs and preferences, positioning themselves as valuable resources rather than mere advertisers. Research indicates that content marketing generates three times more leads compared to traditional outbound marketing efforts, highlighting its unparalleled effectiveness in driving customer engagement and ROI. By investing in content that educates, entertains, and empowers, marketers can leverage the power of storytelling to reignite their ROI revolution.

WHAT METRICS MATTER?
Although ROI is less articulated but tracking key performance indicators (KPIs) is paramount for evaluating the effectiveness of campaigns. Choosing the right metrics to measure campaign effectiveness requires a strategic approach. Metrics such as website traffic, conversion rates, and engagement provide invaluable insights into customer behavior, campaign performance, and overall marketing impact. Whether crafting a compelling YouTube message or driving organic ways to boost web traffic, marketers must align KPIs with specific campaign objectives.
Focusing on metrics that directly correlate with measurable goals helps brands turn actionable insights into informed decisions. Marketers face the challenge of achieving the elusive seven-time philosophy of marketing, yet with dedication and strategic planning, it's within reach.

As we forge ahead, it's crucial to remember that successful marketing isn't just about numbers; it's about building connections, resonating emotionally, and delivering value at every touch point. By staying attuned to customer needs, marketers can understand their customers' needs which can drive engagement, ROI, and lasting loyalty, transcending mere transactions.