It is as per their expectations, understanding new technologies, how they are shaping and enhancing customer experience, whether it is AI, VR and how we can put them to use.
Three takeaways worth carrying forward.
- 01
We have focus on the details, so everything from the first interaction that the customer has with us, whether it's our experience through our website, our mobile app or the experience that a customer has with us at check-in or at the lounge.
- 02
I think there is to be a right balance between data that media partners provide us with and the right understanding of who our customer is to create the right marriage and be on the platforms which are relevant to our customers.
- 03
They should start looking at as communication solutions rather than being content providers or as advertising creators or as media agencies.
Connected to the DMAasia operating frame.
Proof
This episode connects content strategy to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects content strategy to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects content strategy to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects content strategy to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects content strategy to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If content strategy is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT751 words
I would like to keep it under wraps but yeah I'm a closet cook. How does a brand like Vistara build positive sentiment and brand advocacy today? Okay, so our focus as an organization is our product and service. We are out to create a premium airline, that is what we are. We have focus on the details, so everything from the first interaction that the customer has with us, whether it's our experience through our website, our mobile app or the experience that a customer has with us at check-in or at the lounge.
So every opportunity or even inside the cabin where they spend most of the time, every touch point gives us an opportunity to create or plant stimuli which will create conversations. So people on social media come back and talk about how great the food on board was or how warm they felt when they interacted with Vistara employee or how Vistara employee went out of the way to help them and assist them. So it has to be based on the product, it has to be based on people who are actually the face of the airline.
And all these things together add up and create, you know, starters or act as stimuli for customers to act, react and engage with us on. What is your biggest challenge you face as a marketer today? Well, being in the industry that I am, there are challenges every day. And I think it is whether to meet customer expectations in terms of how they and when they interact with our product. By product I mean our website or our app, how to make sure that it is the UI UX is customer friendly.
It is as per their expectations, understanding new technologies, how they are shaping and enhancing customer experience, whether it is AI, VR and how we can put them to use. Or even understanding how diverse the media mix has become. Earlier it was easy for a marketer to choose from a print, radio, television option. But now within digital there is a billowthro of options which is available to us. So what do you do? Which is the right one for you to pick?
I think there is to be a right balance between data that media partners provide us with and the right understanding of who our customer is to create the right marriage and be on the platforms which are relevant to our customers. What are the things that agencies kind of need to do today to enable better brand agency partnerships? I think it has been a journey for me being an advertiser to a marketer. What I have realized is that this space is extremely progressive, you know, and one needs to constantly keep reinventing themselves.
I think that is what agencies should also do. A lot of them talk about 360 degree solutions or integrated marketing solutions. But they should really focus on, you know, building core competencies, you know, and identify themselves with what is it that lies in their core? What is it that they can fully really service and what is the value that they can bring to a client? I think they should stay true to that along with that coming to integrated marketing.
It is very important not to look at their contribution to a marketing mix as just advertising or as digital. They should start looking at as communication solutions rather than being content providers or as advertising creators or as media agencies. So what is one thing people don't know about you? I would like to keep it under wraps, but yeah, I'm a closet cook. It's not under wraps anymore. It's not under wraps anymore. Yeah. Over the weekends, I like to cook up something, experiment with new ingredients, new stuff.
I think it's a great way for me to de-stress, unwind and have fun. Being a big fan of classic rock, what are your favorites? Your favorite brands? Well, I grew up in the 80s and 90s. So yes, there were brands which are older than I am, which I still am a fan of. So whether it's Beatles and Pink Floyd and the other brands which I grew up with. So whether it's Metallica, whether it's some amount of GNR, brands like Dire Straits. So yeah, that is the kind of music I still enjoy. Bye-bye.