Deepak Ravindran, Founder & CEO of Lookup, talks to exchange4media about the importance of regional content and how it helps to instil trust and build relatibility with the brand. Excerpts:
Can you give us a glimpse of your strategy when it comes to using digital vernacular medium to target audiences across geographies?
We have experimented in the digital vernacular medium by making use of regional content in our targeting and retargeting of users based on their search results and chat histories. In order to create a strong brand recall, we constantly make innovations in all our BTL marketing activities with the businesses listed on Lookup.
How important has this medium become as part of your activities?
Regional content has become an aspect that we consider every time we market an offer to our users, thus instilling trust and relatability within them which is our primary goal.
With consumption of regional content on the rise, how are you leveraging the digital medium to reach out to your audiences?
Our marketing efforts acknowledge current events and festivals from different parts of our country through digital media posts. Regional content has become an aspect that we consider every time we market an offer to our users.
Can you give us an example of any past activity that you have done?
We innovate on all our marketing campaigns to incorporate regional vernaculars that are featured across all mediums. Most of them feature as engaging digital media posts that cater to regional festivals from different parts of the country and important events like the IPL, etc.
What are they typical obstacles that one faces when partnering with or creating regional content online?
One of the main challenges when creating regional content online is making sure we are aligned with the diverse sensitivities of different regions, since digital content is seen by a much wider audience than offline.