MarTech Revolutionising Brand Loyalty Say Industry Experts

In the ever-evolving business landscape, customer experience stands as a paramount influence on brand loyalty and success. Enter Marketing Technology (MarTech), a transformative force reshaping the customer experience paradigm. Industry veterans assert that MarTech, by seamlessly integrating technology into marketing strategies, not only transforms how businesses connect with their audience but also opens unprecedented opportunities to enhance and personalise customer interactions.

Shashank Srivastava, Senior Executive Officer of Marketing & Sales at Maruti Suzuki, underscores the increasing indispensability of MarTech for brands. He reveals that the automotive sector globally allocates approximately 25 per cent of its marketing budget to MarTech, whereas in India, it currently stands at around 15-16 per cent, indicating substantial growth potential. Srivastava emphasizes how MarTech facilitates tailored solutions and direct engagement with consumers.

Dilpreet Singh, Head of CRM Loyalty & Analytics at ITC’s Hotel Group, emphasises the centrality of customer experience across industries, highlighting the origin of the term from the hospitality industry's focus on creating a "home away from home" atmosphere. Singh highlights the interconnectedness of data, technology, and content in shaping modern customer experiences.

Nitin Singhal, Managing Director of Sinch, stresses on the critical role of customer engagement in revenue generation. He articulates how MarTech permeates every facet of an organisation, including content, advertising, promotion, experiences, ecommerce, sales, and service, necessitating a strategic and agile approach.

Manan Bajoria, VP-Growth Marketing at ixigo, addresses the challenge of loyalty, particularly in the airline industry. He discusses the focus on new user experiences through discounts while also addressing customer pain points. Bajoria highlights ixigo's commitment to consolidating efforts for effective end-to-end user experiences.

This insight was shared at the e4m MarTech India Conference 2023, where industry leaders delved into the pivotal role of MarTech in shaping contemporary customer engagement and brand loyalty.