ONE-TO-ONE MARKETING: MetLife ensures ROI in online push

Gaurav Suri, director of marketing, MetLife India, said with increasing fragmentation of viewership and media opportunities, the internet ensures there are multiple touch points to reach the consumer.

"For an industry like insurance, it has the added advantage that relevant information from a prospect can be immediately collected as a lead. The medium and technology allows us to effectively target the audience base's demographics and geography, thereby insuring optimum ROI for the communication investment," said Suri.

On the media strategy, Suri said: "We choose portals that give us maximum visibility for our response-based online strategy. MetLife India would like to use the medium of the internet as a tool which effectively communicates our message to the masses and also for multi-tasking purposes."

MetLife has also revamped its website (www.metlifeindia.com).

"We believe in the three 'i's where our website is concerned: it should be interesting, informative and interactive," said Suri.

Apart from sharing information about the organisation and its products, as well as allowing financial advisors to access information, MetLife is planning to provide IDs to personal users to facilitate access to information such as premium due dates, or to provide changes of address or of beneficiaries, among other things.