Dell Technologies’ Mayuri Saikia on staying ahead of new trends, ET BrandEquity

Mayuri Saikia, director of marketing, Dell Technologies

In this episode of The Independent Marketer, the director of marketing for Dell Technologies, Mayuri Saikia shares insights on how the brand has leveraged purpose and innovation to become a successful legacy brand. She highlights the importance of understanding customer needs and values while staying aligned with the company’s objectives and brand vision.

Collaboration, data analysis, and staying ahead of new trends and conversations are key factors for successful marketing, she believes. The brand’s corporate social responsibility initiatives and use of AI and chatbots have also contributed to their success. Ultimately, putting the customer first and creating campaigns that deliver the right story has made Dell Technologies one of the most trusted brands in India, Saikia adds.

She further mentions that being independent in this function allows marketers to be creative and find newer ideas for building campaigns that create brand loyalty while retaining the brand’s essence. Additionally, marketers must tap into customer feedback and insights to create customised content that connects with consumers on a deeper level, especially in a digital-first market where consumers engage with brands directly.

Saikia also provides examples of campaigns that Dell Technologies created by identifying unique insights and moments to connect with consumers.

According to her, collaboration between different teams, internal and external is crucial in creating the best content possible. Leaders and senior executives also play a pivotal role in setting the tone and driving brand messages.

Successful marketing involves 360-degree execution, including experience and direct retail, to ensure seamless execution. “The brand must stay ahead of new trends and conversations, and marketers need to understand the nuances and come up with new and innovative ideas to stay relevant in a fast-paced digital world. Customers want brands that are purpose-driven and resonate well with them,” Saikia says.

  • Published On May 11, 2023 at 03:54 PM IST

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