siliconindia | | October 20208IN my opinionBy Keshav Arora, Senior Director - Global Design Studio, BrillioAn IIM Kozhikode alumnus, Keshav has been associated with Brillio for over two decades now, prior to which he held key positions at Collabera and Planetasia.t is commonly believed that the marketing disci-pline came into existence in the late 19th century. Like most things known only in general terms, this is both true and untrue. While the need for a systemic study of market dynamics and consumer behaviour emerged in the wake of the industrial revolution, leaders have been using marketing to drive their brands for a long time. Marketing Approach in a Digital-Driven World to Deliver Better ResultsTo understand why transformation is needed, we need only to look around us. The world has changed drastical-ly since the turn of the millennium. Digital technologies have not only become part and parcel of our day-to-day lives, but are increasingly asserting significant influence over them. As a result, the scale and depth of choices available to us have grown exponentially. Today, we have a mas-sive volume of goods, services, and information available to us, anytime, anywhere ­ literally at the touch of a button.This shift also has a downside, at least from a marketing perspec-tive. Organisations should pay heed to these statistics because their target demographics are being bombarded with content like never before, and from all sides. The sheer volume of information being projected at them has created a wall of marketing white noise that enterprises must break through before their core message, and brand value can be conveyed to customer, both existing and new. This is exactly where emotional in-telligence-led customer retention steps into the picture to shore-up the marketing & outreach strategy for enterprises.Emotional Intelligence & Customer Retention: A Match Made in HeavenMuch has been made of the fact that the average human attention span is now down to eight seconds. Research however has revealed a deeper truth behind this apparent indictment. Hu-man beings are not becoming more attention-deficit; instead, they are just more particular about the kind of content they choose to engage. Therefore, consumers today are binge-watching their favourite shows for hours on end, but skip through a 2-minute advertisement.The difference is easy to spot ­ emotional engagement. Despite logic and rationality, as consumers, humans are inherently impulsive be-ings and make most of their decisions emotionally. As creatures of habit, we have a preference to repeat choices and behaviours that have previously made us `feel' good. Therefore, once any brand, product, or service be-EMOTIONAL INTELLIGENCE & CUSTOMER RETENTION: SIDES OF THE SAME COINIKeshav Arora
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