2025, Vol. 6, Issue 2, Part M

This research critically investigates the intricate relationship between workforce dynamics and marketing effectiveness in Assam’s private financial institutions, a vital sector driving the region’s economic development amidst rapid digital transformation. With Assam recording a 45.8% labour force participation rate and over 13.7 billion UPI transactions in 2024, financial entities face unprecedented pressure to bridge persistent employee retention challenges and skill gaps while innovating marketing strategies for customer-centricity. The study employs a mixed-method design involving 200 employees from tier-one cities such as Guwahati, integrating quantitative surveys and qualitative interviews to understand workforce demographics, motivation, digital competencies, and organizational culture and their impact on marketing outcomes.

Findings reveal a youthful workforce predominantly aged 26-35, with 68% holding bachelor’s degrees, yet 45% indicate inadequate digital marketing skills reflecting critical training deficiencies. Employee motivation, organizational culture, and effective internal branding correlate strongly with retention rates and marketing success, with motivation positively influencing retention by 12% and marketing effectiveness by 10%. Digital skill competencies, albeit moderate (mean score 3.3/5), serve as a significant predictor of marketing innovation, impacting effectiveness by 15%. Despite ongoing government initiatives like Digital India and regional policy support, implementation gaps persist, particularly within smaller institutions facing infrastructural challenges.