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Interview: Samarth Saxena on marketing and more

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Marketers in 2023 used consumer data to create unique experiences for each customer. This encompassed contextual subject lines, product recommendation banners, and dynamic content blocks that changed depending on user behavior and preferences.

BIMI (Brand Indicators for Message Identification) integration was a promising trend in 2023, offering significant benefits for brand trust, deliverability, and customer experience. In the upcoming years, it is anticipated that BIMI will become an increasingly more crucial component of effective email marketing tactics as support grows and technical complexity decreases.


2023 highlights and takeaways:  According to my observations, the previous year posed a great deal of difficulties due to the ever-shifting dynamics of the market; yet, the combination of the three C’s proved to be essential and has never failed me in the past.

Communication is the key ingredient to achieve business results in a highly dynamic environment. I would rather over-communicate to keep the team focused on the company’s key performance indicators (KPIs). When people have a goal to work towards, they are more inclined to be invested, enthusiastic, and productive.


Collaboration encourages the sharing of ideas, viewpoints, and knowledge, which leads to innovative solutions and better decision-making. Individuals can learn from each other’s skills and cover knowledge gaps by working together, ultimately reaching better achievements than they could alone. Strong teams are also more capable of dealing with challenges and overcoming hurdles.

Cost optimization entails identifying and eliminating wasteful behaviors, simplifying procedures, and effectively utilizing resources. This can include utilizing technology, automating tasks, and negotiating better deals with suppliers.

Looking at 2024: Some trends to watch out for in 2024 would be increased focus on privacy and data security, zero party data, and AI-powered chatbots.

Increased focus on privacy and data security – Marketers need to put user consent, data protection, and transparency at the forefront since more stringent data protection laws are coming. Anticipate the widespread adoption of more sophisticated encryption techniques and safe data storage options.

Zero Party Data – Instead of relying on information from third-party sources, marketers will increasingly use data that is directly gathered from consumers through surveys, quizzes, and opt-in preferences. For personalization and trust-building, this first-hand information will be crucial.


AI-Powered Chatbots – AI-powered chatbots will be the new normal, and they will answer common questions and offer customer service 24/7. These virtual assistants can answer frequently asked questions, fix simple problems, and even send more complicated cases to real people/agents. This frees up employees to work on more important projects and makes sure that customers can get help whenever and wherever they need it.

Some advice: Innovation is the key. Regardless of where you are coming from, it is imperative that you maintain your innovative and nimble mindset. You should push yourself outside of your comfort zone by either discovering new ideas or finding efficient ways to carry out initiatives that you have already planned.

Exciting trends are poised to transform the landscape of cloud-based software as a service (CPaaS) as we go into the year 2024 and beyond.

My Mantra for 2024: Let’s paint the town success yellow!

My personal favorites from 2023

Campaign I liked in 2023: Subway is the clear winner.

The words of Indian Grandmaster Vishwanathan Anand explain why this advertisement strikes a chord with so many of us: “Generally, when people are willing to poke fun at themselves, it loosens the tension all around.”

A book I liked in 2023: Radical Candor by Kim Scott gave me a fresh perspective on leadership.

A show/movie that I liked in 2023: 14 Peaks: Nothing Is Impossible on Netflix is absolutely inspirational.

My 2023 hobby-career connection: I am a fitness enthusiast who tries to stay active by participating in a variety of hobbies. Cricket is my personal favorite as it’s all about teamwork.

Catch up on this exclusive interview on Mediabrief.