Paul Writer launches Innovative Marketer Dialogue,
Video interview series with CMOs highlights marketing best practices

Amitabh Tapadar
Vice President & CMO
TATA AIA Life

 

 

On Multi-channel marketing program and their synergies …

We always use multiple marketing channels whenever we launch a marketing campaign. One of the things that we do to ensure the success of working with multiple marketing channels is to have the same communication platform across all channels that we use.

“We had a TV campaign and a print campaign ‘conquer and cleave’ running towards the same target markets. This addresses two different segments of the market, the TV campaign is meant to be mostly for the end consumers where as the print campaigns also help the advisors who are the mainstream distribution channel in raising awareness and showing ads”

The other thing that we do is we always try to have a pinset approach to marketing in the sense that we try to use multiple marketing channels on the same target market. For example, last year in 2013, we ran a Diwali campaign around TATA AIA life insurance products and we took care to engage in multiple channels, we had a TV campaign and a print campaign ‘conquer and cleave’ running towards the same target markets. This addresses two different segments of the market, the TV campaign is meant to be mostly for the end consumers where as the print campaigns also help the advisors who are the mainstream distribution channel in raising awareness and showing ads that have come out on paper to their potential customers. Multiple channels in the same market also help attract multiple targeted customers so one set of consumers may be direct end consumers and the other can be intermediary consumers

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