Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Sanjay Tripathy
Senior Executive Vice President – Head Marketing, Products & Direct Channels
HDFC Life
On Multi-channel marketing program and their synergies …
In today’s world the marketing program cannot use just one medium like TV or just one specific medium. It has to be both, offline and online and both have to be integrated in a manner that allows the customer to get a seamless experience. You cannot give a differential experience in the two different channels, it has to be seamless, it has to have the same experience when customer is consuming media online, on digital space, offline, television or on mobile. So how can you link all these channels?
What is more important is, when you are communicating with your customer, how can you integrate your communication program? Let me give you an example, it can be an offline QR code integrated communication. If I am on my mobile and want more information, I can easily have access to it.
If it is email communication, how can I integrate video content into it, I can embed or provide video links. If I want someone to buy my product, I can put information on what are the product features, the details and the communication around it. I can also provide a link so he will be redirected to my Youtube channel where he can view it.
“You cannot give a differential experience in the two different channels, it has to be seamless, it has to have the same experience when customer is consuming media online, on digital space, offline, television or on mobile. So how can you link all these channels?”
Whenever a consumer is consuming content, how you integrate offline and online channels is important and will really help you. For example, if someone is consuming content either from my brand or any other brand for that matter which is available offline, you can provide your branch network details, suggest them to call the advisor to have face-to-face contact. It is important for marketers to do a multi-channel marketing but it is also important to link all those channels together. The offline world and the online world are not separate entities, both the worlds are merged and co- exist.
Whenever you create a communication program, you need to think through. For example if a consumer is consuming content on his mobile and wants a call back on his mobile, he should be able to get a call back with a simple click of a button on his browser. That is the kind of communication that will help you get your brand closer to your customers.
