Others UTI Mutual Fund strengthens digital initiatives

UTI Mutual Fund strengthens digital initiatives

Author | Priyanka Nair | Wednesday, Dec 07,2011 7:33 AM

UTI Mutual Fund strengthens digital initiatives

UTI Mutual Fund has recently unveiled its new utility packed website which has been designed and conceptualized by Indigo Consulting, making it user friendly and new interesting features. The website also features user experience design and research components by UX Labs; dedicated unit of Indigo Consulting that focuses on Usability Services including user research and testing.

The new interface now sports a fresh new look and feel, complete with interactive tools like the SIP Calculator, Risk Analyzer and Financial Health Check tools. From valuable information-sharing at the Learning Centre to utilities that help receive message alerts, emails about the latest NAVs, News, Market Insights etc., the new website caters to the beginner investor as well the expert.
The website also features a handy ‘My Watchlist’ tool that allows users to not only follow trends but also track funds that they are keen about. Using graphical representations instead of the hard to digest numbers, gives mutual funds a new look and approachability. Features like Mutual Fund Mantras, Myth and Fact based quiz, and sharing Successful Investment Tips bring financial clarity for investors as well as information seekers. The website also contains detailed information on Fund Managers, who play a key role in managing the funds.

Giving insights about the digital marketing initiatives, Kaushik Chakraborty, Senior VP Online Channel, UTI Mutual Fund, said, “Digital Marketing at UTI MF is seen as an integral part of the marketing mix and the endeavor is to leverage the digital medium and complement the over all marketing strategy over the past years owing the performance of the medium we have increased the same and today we allocate 10% our budgets to Digital. Also allocating these monies to such a ROI oriented medium allows us to derive more value at lesser cost and help bringing down the over Budget Pie.”

Commenting on the new website design, Reshmy Kurian, Head – UX Labs, said, “More than a mere user-friendly browse, the website now focuses on a measurable, result oriented approach with online marketing solutions. With the new design and navigation structure, matters of finance have been made more accessible while maintaining focus on personalization. Various tools and utilities have also been incorporated to ensure that user needs are met at every level, whether novice, amateur or savvy.”


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