Building Bridges, Not Just Business – Mayank Chibber for Moksha Media
Q: Can you describe your role and main responsibilities as the Vice President for Business Relations in this company?
My role at Moksha as VP – Business relation doesn’t only entail getting new business on board, but also taking care of existing clients and what new can we bring to the table to both new and existing clientele. It is very important these days to understand the difference between selling the services and selling the ‘right’ services. There would be things a client wants to do, but as an agency it is very important to identify the challenges and hurdles faced by the client and then accordingly come up with a plan that what services they ‘need’ instead of ‘want’. Hence acting as a filter between the agency and clients would be another one of my important responsibilities as a VP – Business Relations.
Q. Can you share a recent example of a successful client relationship you’ve cultivated?
Trade secret. Q.How do you ensure the communica tion agency’s services align with the unique needs of each client? As answered earlier, it is very important to differentiate between what the client needs rather than what they want. For example – Person A lives in a faraway remote area with bad road conditions, as a car manufacturer I may be having the best luxury and feature loaded cars that grabs the attention of people on road in a giffy, maybe that’s also what the consumer aspires, but is it what they really need? Or a tough built SUV that my portfolio has to offer with same features but with a different approach.
Q. In your experience, what are the key factors in maintaining client trust in the highly competitive media industry?
I think trust totally subjective, trust only comes in the picture when you have delivered what was promised which builds the foundation for what we call trust. One can cling to the clients say yes to everything they ask for but that’s when you actually start losing the client. Trust is built when you have promised a 5 and delivered a 10. I have learnt this throughout my career and would suggest the same to everyone ‘promise less’ and ‘delivery more’. Coming to the second aspect, like in the olden days of advertising. Pro-actively thinking about new solutions / Ideas / Campaigns for the client, meeting them on a weekly basis and all the old school routines. Things like these help develop : a) Personal Touch b) The client starts to trust you more because now they know you think About them and their problems and want to work harder in collaboration to help them achieve their objectives/milestones.
Q. How do you tailor digital marketing strategies for clients in different industries, such as fashion, luxury, and FMCG?
Different categories / products require different solutions / strategies / ideas. But again it totally depends on : a) What the problem is? b) What is that insight that a business can harp on? c) Reviewing strategies executed in past to see what worked and what didn’t. For example – A family attending to guests has a gathering of day 5-10 people. Suddenly they realise they are out of ice. The refrigerator they use, doesn’t have enough capability to freeze water into ice within 10-15 mins. Now the fact ‘other refrigerators can’t freeze water to ice within 10-15 mins’ would be insight to me if I am a brand such a Samsung or LG. From where I leverage the same and go out with the communication ‘Frozen in a blink’ etc and play on my product RTB’s. And I would want to mention this, many of the youngsters are mistaken about what ‘Insight’ means in advertising terms. And to simply put it ‘insight is a problem you can leverage on’.
Q. What role does data analytics play in driving the company’s communication and digital marketing efforts?
Data analytics plays a pivotal role in enhancing communication and digital marketing strategies at many stages such as: 1. Insights: By analyzing data from various channels (e.g., social media, website interactions, and email campaigns), companies can gain insights into customer behavior, preferences, and demographics. 2. Targeted Marketing: Data analytics enables companies to segment their audience based on interests, behaviors, and past interactions. 3. Performance Measurement: Analytics tools track key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, and engagement metrics. 4. Predictive Analytics: Through machine learning and predictive models, companies can anticipate future customer behaviors and trends. 5. Content Optimization: Data analytics helps identify which types of content (blogs, videos, social posts) resonate most with audiences. In essence, data analytics empowers companies to make more strategic, efficient, and customer-centric communication and marketing decisions, driving both engagement and business growth.
