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Yateesh Srivastava

COO | 18 Jul 2013

What we must keep in mind as marketers is that digital is an eco-system comprising devices and media, and one must have a cohesive strategy that covers as much of the relevant eco-system as possible. Also, I would urge marketers to look beyond the ‘digital is measurable’ myth and use it to look beyond leads and customer acquisition as a medium that can actually help build brands.

Yateesh Srivastava, COO, Aegon Religare believes that innovations are the keys to success and that digital is a very apt medium to innovate and experiment. Srivastava holds more than 25 years of experience across sectors, including general management, marketing research, advertising, internet entrepreneurship and marketing. Prior to Aegon Religare, Srivastava had stints with Centurion Bank of Punjab and YES Bank. His advertising days were spent with agencies such as Lintas, Ambience Publicis and Triton Communications.

In conversation, with exchange4media’s Saloni Surti, Srivastava talks about how digital has enhanced Aegon Religare’s marketing strategy and more...

Q. What, according to you, is the one thing that marketers should keep in mind while investing in digital?

What we must keep in mind as marketers is that digital is an eco-system comprising devices and media, and one must have a cohesive strategy that covers as much of the relevant eco-system as possible. Also, I would urge marketers to look beyond the ‘digital is measurable’ myth and use it to look beyond leads and customer acquisition as a medium that can actually help build brands.

Q. How does extending a terrestrial campaign on digital help the brand?

At its most basic, extending a campaign, as long as it is well-integrated, increases the reach of the message manifold at relative cheaper costs. However, one must be aware that mobility has rendered digital the most ubiquitous of all media. Digital allows for and we are seeing simultaneous consumption of media (TV + Digital) or (Press + Digital). Hence, in time there will be campaigns created only for digital.

Q. As a marketer, what is your objective from digital?

Digital is a very important part of our overall business growth strategy. Being a pioneer in online sales of life insurance products, we have always made strong investments in digital media for customer acquisition. However, we noticed that our acquisition objective also led to a significant shoring up of our brand salience scores (as tracked by AC Nielsen). This is a clear indicator that digital today is beyond leads and acquisitions and can lead to significant brand building.

Q. What is the one thing that you have learned from digital as a marketer?

Speed and innovations are keys to success. One has to continuously try new things, experiment with the unknown and constantly push the boundaries. Failure is real and one needs to eliminate the fear of failure in order to be successful. Another important thing that digital teaches us is that content is indeed king. One has to create and curate content constantly in order to stay relevant.

Q. Please share your digital mix.

We continuously adapt our digital mix to the need of the hour. However, a significant portion of our spends (around 50 per cent) is still on SEM. We use horizontal portals and specialised sites for visibility campaigns. Our social media strategy needs to become more cohesive and focused, and that is something that we are actively working on.

Q. Which has been the most successful campaign across digital?

A number of our campaigns have been extremely successful in terms of response. However, our longest running and most successful campaign – it has worked for us for almost two years – continues to be our iTerm price campaign.

Q. Are there digital only campaigns by Aegon Religare?

We run several digital only campaigns. In fact, over the past few years, our marketing spend is dominated by digital.

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