4 Questions With : Sanjay Tripathi, Senior EVP, Head (Marketing, Analytics, Digital & E-Commerce), HDFC Life
Updated on: 15 Jun 2016
With increasing sales in the tier 1 and tier 2 cities, there is a need to have a comprehensive communication strategy which is effective across regions and languages, says Sanjay Tripathi, Senior Executive Vice President, Head (Marketing, Analytics, Digital & E-Commerce) at HDFC Life. We spoke to him to understand more about how the company uses the digital medium to reach out to a diverse audience. Excerpts.
Can you give us a glimpse of your strategy when it comes to using digital medium to target audiences across geographies, especially audiences who prefer consuming content in local and regional languages?
The demand of consumption of regional content is seen to be growing on digital platforms. However, for us, that is still comparatively at a grass root level as compared to English language. In the past, we have experimented with some SEM campaigns in vernacular languages. Since this is the greatest source of traffic for our channel, it has been our starting point.
We also have regional language support in Hindi, Marathi, Gujarati, Telugu and Kannada on our landing pages for most of the products. Since these pages are a brochure equivalent for the online users, it is essential that all information is effectively provided on this page. We have commenced with a few products and intend to increase the same.
How important has this become as part of a brand's digital activities?