The flexible workspace industry has evolved considerably in recent years, driven by changing work habits, technological advancements, and a growing demand for flexible business operations. In the eye of this evolution, Debosmita Majumder, Chief Marketing Officer, WeWork India, talks about the most significant changes in the workspace solutions industry and said, "The shift towards remote and hybrid work models has increased the demand for scalable office solutions, while advanced technologies such as AI and IoT have enhanced workspace efficiency. There is also a heightened focus on sustainability and employee well-being, leading to eco-friendly and health-supportive workspace designs." In response to these trends, WeWork India has adapted its marketing strategies, moving from traditional push-based marketing to a pull strategy.
Additionally, WeWork India's integrated marketing efforts involve hosting and participating in industry events to showcase their expertise, alongside a robust PR strategy to enhance brand reputation and share major milestones. Majumder added, "Regular social media updates, interactive content, and member experience testimonials help build a strong community. By analysing user data, we personalise our marketing to meet the specific needs and preferences of different customer segments, ensuring our messages are relevant and impactful."
To further enhance brand visibility and growth, WeWork India has embraced digital transformation and a data-driven approach. This includes a focus on video-based content and personalised marketing, enabling the company to understand customer needs and tailor offerings accordingly. Majumder highlights, "We’ve increased product awareness by placing a greater emphasis on educating potential customers about the benefits and features of our flexible workspace solutions, empowering them to make informed decisions."
Localised Marketing and Community Building
WeWork India's expansion into new markets, such as Delhi and Chennai, has been marked by a personalised and localised approach. "We have always believed in a personalised approach for each market where we are present. Our strategies are not one-size-fits-all; they depend on a market’s maturity, business environment and how we want to position ourselves. For instance, what works in Chennai might not be as effective in another city," Majumder states. This approach has included relevant targeting on platforms like Spotify, hyperlocal targeting through local agencies, and partnerships with local influencers. The company faced challenges such as limited market research and understanding of user behaviour but adapted quickly to tailor strategies effectively.
To differentiate itself from traditional B2B brands, WeWork India leverages technology and data-driven insights to craft tailored marketing messages that address the unique needs of its diverse member base. "We employ a variety of key tools to support our strategies, including a marketing automation platform, a Customer Data Platform (CDP), and programmatic marketing across platforms like Meta, YouTube, and LinkedIn," Majumder explains. This digital-first approach has strengthened WeWork India's market positioning, enabling it to offer a seamless and enriching journey for its members.
Future Marketing Goals and Competitive Edge
According to Majumder, while the core principles of marketing such as understanding our audience, communicating value, and driving action remain unchanged, WeWork India’s strategies diverge significantly from those of traditional B2B brands. She further adds, “Unlike traditional B2B brands, we prioritise comprehensive market research to understand the unique needs and requirements of members across different locations. This enables us to craft tailored marketing messages that directly address the preferences of our target audiences.”
Looking ahead, WeWork India's primary marketing goals include building brand love and raising awareness of its diverse product portfolio. The company plans to achieve this by focusing on real-time marketing and strengthening its emphasis on data and analytics. "To navigate the competitive landscape, we remain agile and innovative, continuously monitoring market trends to identify new opportunities," says Majumder. By enhancing the member experience through initiatives like a loyalty programme and referral programmes, WeWork India aims to foster strong community relationships and drive organic growth.
