Triggering transformation with new-age marketing

Marketing today is not just the brand custodian but also holds complete responsibility for product innovation, customer experience and organizational alignment with new-age technology to impact business outcomes.  

The dynamic team at Sify Technologies Ltd., led by the passionate, next-gen, digitally-savvy, data-driven marketer Arvind Saxena –Group Marketing Head, is ushering in a transformation. Arvind has expertly orchestrated a higher brand recall in less than a year leveraging digital disruption supported ably by a young, dynamic and energetic marketing team.

The team at Sify had a unique challenge on hand; the challenge was that Sify enjoyed a stronger recall as of its initial positioning as a retail Internet services but a very feeble communication of its existing capabilities in the market today. A complete re-positioning of the brand as a “ICT Powerhouse” was required. 
The team introduced new-age disruptive marketing techniques and aligned them seamlessly with the existing business plan. A deep focus on performance marketing from Day One to ensure bottom-line growth was identified as the single-point agenda for all marketing efforts. Data-driven insights shaped all omni-channel marketing campaigns and decisions at all times.

Deliver CAPTIVATING Customer Experiences:
The team invested significantly in delivering deeper, more engaging customer experiences this year. The team used event and experiential marketing techniques to connect with customers, learn about their challenges and experiences and gather feedback and inputs for product innovation. They established marketing synergies with Global & Local players to build a deeper connect with customers that further helped in “mapping customer journey” with technology, people and processes that form part of the journey. Analysis of mountains of our internal data with valuable customer insights revealed trends and opportunities that had potential for significant bottom-line growth. 

 
Deliver on Brand Promise
Sify, believes in selling experiences, not just products.  The team took complete ownership of delivering a holistic experience to our customers, which is aligned to our brand promise. A handshake between Sales, Marketing & Customer Support department was crucial to ensure consistency in messaging, approach and adherence to corporate values across all customer touchpoints. The teams worked together closely and also captured, shared and interpreted customer insights methodically. The end result was customers became brand ambassadors. Customers have spoken candidly about their delightful journey with Sify at various industry forums. Some of those videos can be found on Sify’s Youtube channel (hyper link)

Digital Literacy 
In order to fill critical skill gaps and better prepare the entire team to leverage digital and communicate effectively, the team conducted comprehensive workshops and boot camps keeping in mind the complexity of the new-age marketing responsibilities. Use of new technology and tools has made it simpler for the teams to crunch mountains of data and extract meaningful, actionable insights for personalized, targeted and impactful marketing. 
The team proactively interacted with functional teams across the organization to embrace digital technologies, so as to simplify the way they work and interpret data. This organization-wide digital transformation helped Sify become further aligned, effective and agile as a company. In this new age of Digital Disruption, companies that will not reinvent themselves and innovate across teams and borders, will struggle with customer delight and loyalty issues in the long run.

The new value proposition in the new world
From a business perspective, Sify wants to build “pay-as-you-go” revenue models for most of the solutions, to make it far more convenient and cost-effective for the customers. With the ever-increasing industry convergence, customers today have no dearth of options. A genuine attempt at improving their overall product experience and cost-effectiveness will go a long way in enriching these relationships. 

Sify leverages it’s healthy ecosystem of partnerships to deliver value to these enterprises. The more the participants in the ecosystem, the more comprehensive the offering and greater the reach. Today Sify is a trusted technology partner for Enterprises across industries. A recently concluded Brand Recall survey commissioned by Sify in partnership with a leading media house suggests an increase by 60% over the last 6 months period in Sify’s Top of Mind Brand recall.  Nearly 72% of the target audience base has experienced a favorable change in perception of Sify. Service Reliability accounted for the most prominent brand attribute followed by Domain Expertise, Customer Experience and Innovation. Our converged ICT ecosystem and 'bring it on' attitude gives a competitive advantage to our customers.

Arvind Saxena
Group Marketing Head, Sify Technologies Ltd.