: #TheSocialCMO Purpose Marketing works great on Twitter & Instagram: Abhishek Gupta #IndiaNEWS #Interviews From leveraging the power of moment marketing to educating the younger audiences about insurance

Posted in: #IndiaNEWS #Interviews #TheSocialCMO

#TheSocialCMO Purpose Marketing works great on Twitter & Instagram: Abhishek Gupta #IndiaNEWS #Interviews
From leveraging the power of moment marketing to educating the younger audiences about insurance to harping on social media for performance, Edelweiss Tokio Lifes digital marketing is strategy-laden. Abhishek Gupta spills further details.

In Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life Insurances view, the early 2000s were a turning point for insurance. With the entry of private players into the industry, there was a discernible shift in several parameters – product innovation, distribution methods, customer experience, and marketing.

In conversation with Social Samosa, he speaks at length about the changing dynamics of insurance marketing, online consumer behavior, social media strategy, and more.

Excerpts

What have been the changes you observed in the marketing trajectory for Insurance?

As an industry, we have clearly made a departure from the traditional ‘scare and sell’ tactics and insurance marketing is much more focused on personalization, customization, and innovation now. The tonality has become more need and strategy-based rather than death and morbidity. There are more instances now where brands are using humor and hope to build trust, saliency, and relatability among the target audience. There is a higher emphasis on meaningfully engaging with distribution partners and creating a value proposition for them and their customers. Marketing efforts have become more customer-centric rather than distributor-centric. The industry has adapted to digital at a much faster rate and has become open to experimenting with new marketing avenues.

How did digital experiences and social media help you keep people hooked and hopeful?

We have overhauled our entire customer journey to make it digital and therefore easier, and faster to manage for both, the distributor as well as the customer. In line with these changes, our marketing efforts have also been aligned with bolstering our digital capabilities.

Especially in the last year, a priority task for us was to help the advisors adapt to the digital world as they have been traditionally relying on face-to-face conversations. We created an online learning journey called Dial For Success for our advisors to help them interact with customers in a new pandemic environment. We also built a marketing tool called DigiTools, which helps to help our advisors market themselves with their target audience as well as personalize their communication with customers. We also have been using a data analytics mechanism for our salesforce to help them identify the right opportunities.

Our focus on digital marketing has improved significantly in the past few years and we are working towards a long-term outcome over short term victories.