Clicks or Connections? How to Crack the Martech Balancing Code

India’s Martech landscape is overflowing with promises of hyper-personalisation, predictive targeting, and real-time nudges. But beneath the surface of curated catalogues and algorithmic suggestions lies a question that refuses to go away. Are these tools actually building loyalty, or are they just optimising for better conversion rates?

It’s a question many Indian brands are now grappling with. The technology is clearly working on the engagement side. Personalised offers are clicked, carts are filled, and bounce rates are down. But return rates and sustained relationships? That’s where the gap widens.

“The ability to drive repeat purchases and sustained customer relationships goes beyond smart algorithms,” says Vaibhav Velhankar, Chief Technology Officer at Segumento. “It’s rooted in trust, value, and consistency.”

While he credits AI and personalisation engines with identifying micro-moments and delivering hyper-relevant content, he’s blunt about the limits. “Unless these experiences are backed by genuine value exchange and data transparency, long-term loyalty will remain elusive.”

It’s a sentiment echoed across the industry. Many brands are still caught in the conversion trap, basically pushing for short-term clicks over long-term advocacy. Gopa Menon, Co-founder and COO of Theblurr, explains that while Martech has transformed shopping journeys across multiple touchpoints, the loyalty payoff is still patchy.

“The technology is working for engagement metrics, showing that personalisation drives immediate action. However, most Indian brands are still stuck optimising for immediate sales rather than long-term relationship building.”

According to Adobe’s 2024 report on AI-driven consumer value, although 66 percent of Indian brands have deployed some form of generative AI, only 31 percent said they track customer lifetime value as a primary success metric. The discrepancy signals a structural issue; the tech stack may be forward-looking, but the KPIs remain old-school.

There are exceptions. Menon points to a small but growing cohort of brands that use Martech to solve actual consumer problems rather than just push products. “They’re measuring customer lifetime value, engagement depth, and advocacy rates. But these are still the minority.” He’s not being pessimistic, just realistic. For most, the tech is ready, but the cultural shift inside marketing teams is lagging.

The stakes are high. KPMG estimates that Indian digital-first consumers contribute nearly 60 percent of total retail GMV during peak sale seasons. But according to Bain’s 2025 Loyalty Index, less than 24 percent of Indian online shoppers consider themselves loyal to more than one or two brands in a category. There’s attention, but not allegiance.

Twilio’s 2025 State of Customer Engagement Report found that 59 percent of Indian consumers are more likely to make repeat purchases when brands personalise their engagement. Yet even with high adoption of CDPs and AI engines, brands often fall short of leveraging this capability meaningfully. Benjamin Chamlet, Director of Solution Engineering APJ at Twilio, argues that the differentiator is not just the tech, but how it’s used.

“The real advantage comes from having accurate, up-to-date information collected with consent. Brands that unify data across apps, websites, and social media can build a more holistic understanding of their audience.”

The issue, then, is intent. Martech tools can enable loyalty, but they can’t manufacture it. “Today’s tools go well beyond surface-level data,” says Tushar Dhawan, Partner at Plus91Labs. “They allow brands to track customer lifetime value and repeat buying patterns with accuracy. But AI, personalisation, and first-party data strategies are only as effective as the intent behind their use.” Dhawan believes Indian brands that use these tools with clarity and long-term vision are already seeing a tangible rise in trust. “The ones that understand this shift are not just selling more. They are building long-term brand advocates.”

The Indian market makes this balancing act more complicated. For one, it remains deeply price sensitive. According to LocalCircles’ 2025 eCommerce sentiment tracker, over 70 percent of respondents cite discounts and price as their primary reason for switching platforms. Offers still drive a large part of consumer decision-making, especially outside of metro cities.

“Visibility and presence are half the battle,” says Varun Mohan, Chief Commercial Officer, India at MiQ. “But some brands are still working to move beyond basic conversion metrics.”

He acknowledges the power of Martech but warns against tunnel vision. “Securing customer loyalty is a marathon, not a sprint. It relies more on brand and capacity building than short-term conversion drivers.”

Mohan adds that martech maturity needs to be paired with a cultural rethink. “With the right partner, technology, and analytics, we are seeing this evolve. Many retailers are taking on AI optimisation like SEO became the norm last decade. But brands must adopt a long-term strategic approach to truly harness Martech. Working closely with expert partners will accelerate that process.”

Trust is emerging as the cornerstone of this long-term view. Indian consumers are increasingly aware of how their data is being used. And while many still prioritise convenience over privacy, that trade-off is not unconditional. Menon notes that trust-building becomes even more important in non-metro contexts, where consumers may not respond to faceless automation.

“Tier 2 and Tier 3 consumers still value human-like interactions. The most successful brands are using Martech to enable more personalised human interactions rather than replace them entirely.”

This hybrid approach, where technology powers emotional connection rather than substitutes for it, may be the missing piece. As brands chase loyalty, the real challenge is not technological at all. It’s philosophical. Are you using Martech to optimise performance, or to build trust?

The answer will determine whether a one-time buyer becomes a brand loyalist — or a click that never comes back.