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?
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. This is even more essential for the customers from the southern territories.
At the moment, we are not focussing much on this, however, with growing number of internet users, the potential online customer base is increasing in different states and we will have to build a strong infrastructure to assist the users.
The biggest competition of the online channel is the agency channel. People are accustomed to buying insurance from the agents. The primary reason for this is the clarifications that an agent is willing to provide. The conversations leave the buyers convinced that they have been given sufficient information. The agents act as translators. To compensate for the absence of human interaction, the textual content must leave the customers equally convinced of accurate information. This makes customer centric communication indispensable.
With consumption of regional content on the rise, how are you leveraging the digital medium to reach out to your audiences?
When it comes to content marketing, we have rolled out communications with our content partners across all the categories in various different languages which have further been leveraged on social media platforms garnering good reach and engagement with our fans.
With products becoming reasonably priced, the customer base is expanding. Thus only English approach will be a rather myopic one.
Going forward, what is the roadmap with regards to digital vernacular content?
Considering the diversity in India’s lingual landscape, we have plans to collaborate with technological start ups which have the capabilities to enhance our language expertise. These will further enable our platforms to cater to several regional languages. Further, to make the customer centric communication, we plan to have our call centre agents speaking various regional languages so that the customer has an extended support in his/her regional language at the call centre as well.