Pitch CMO Summit: Muthoot's Sanjeev Shukla discussed Conversation Marketing

Shukla, CMO, Muthoot Pappachan Group said market survey is important to get insights on what is most needed to achieve personalised connection with the individual consumer

e4m by exchange4media Staff
Published: Mar 8, 2019 9:12 AM  | 3 min read
Sanjeev Shukla

At the 11th edition of Pitch CMO Summit held at ITC Maratha, Mumbai, marketers from the different genres gathered to speak on the this year’s theme ‘Driving Individualisation In the Data Driven Era.’

The summit witnessed some intriguing sessions and panel discussions, Sanjeev Shukla, Chief Marketing Officer, Muthoot Pappachan Group took over the podium to speak about the importance of leveraging data and analytics in the “Age of experience.”

Beginning his session with emphasising on the “Power of I” Shukla emphasised on different factors that lead to more personalised targeting when it comes to reaching out to the consumer.

“There are two factors I would like to focus on when it comes to marketing that is 'Conversation Marketing' which is not just about listening or surveys but the term itself looks at the overall picture of the current marketing scenario. For example, when you are in conversation with the customer you are not just marketing your brand but you understand the needs of a customer first hand and develop the marketing services on experiences that is developed as per the conversation,” said Shukla.

Further discussing about how to get customers attention in the crowded space, Shukla added, “We have 3500 branches across the country and our customers are truly connected with the brand. I personally went around the market meeting with the customers and what we insisted upon is a fact that we go and meet the customer at their working place or their homes.”

Market survey is important to get the insights of what is most needed by the brand to get that personalised connection with the individual consumer. Discussing more about consumer’s mind and needs Shukla gave an example on how Muthoot 24X7 Gold Loan Services came into existence.

“While travelling across the different parts in South India, I visited many places and met many people. We made sure that we covered each and every house to get the better picture on what actually consumer needs from a brand. There I met a woman who shared her story of how she was working on a daily wage as her husband was not working. So this was one point where we realised on the importance of launching Muthoot 24X7 Gold Loan Services,” explained Shukla.

Discussing about Muthoot’s idea of giving preference to their customers, Shukkla further added, “We are into social service that means in building an industry of making sure that customer doesn’t fall into a dead trap.”

He concluded his session by explaining how important it is to get the essence of personal connection with customer as a successful marketing strategy.

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