The Hindu Business Line : HDFC Bank plans marketing drive in smaller towns

Speaking to Business Line, Mr Ajay Kelkar, Head, Marketing, HDFC Bank, said that these initiatives are especially targeted at those consumers who are not aware about the bank's various valueadded services such as direct banking facilities.

"We are going to demonstrate the advantages of net banking and mobile banking, as these concepts are relatively new to people living in smaller towns and cities," said Mr Kelkar.

The bank has also launched another initiative called Business Ki Baten, which is targeted at areas where the bulk of the population comprises small businessmen.

Mr Kelkar said that the bank would get experts to talk on a number of issues such as value-add tax and sales tax.

HDFC, said Mr Kelkar, has been successful in reducing its customer attrition by almost 15-20 per cent ever since its data-led customer analysis system, Unica, was set up last year. "It enables us to measure the efficacy of the campaigns, test every campaign at each and every step, experiment with creatives and media. There are learnings that can immediately be incorporated into the next campaigns.

These campaigns provide us with information about customer preferences that can be used for mass media communication, making it more effective." "We can measure the result of a campaign through the sales that they generate and the customers that are added. There is a clear return on investment, which from a functional point of view gives the team a stronger voice. We have also been able to reduce our ad spends by about 10-15 per cent and have also reduced the cost of acquisition," he added.

Mr Kelkar said that the bank's focus in future would be to enhance its database marketing initiatives. "We plan to invest close to Rs 12 crore to create the environment that is required to support customer intelligence that leads to databased marketing."

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