We are in the best position to guide customers to invest responsibly: HDFC Securities’ Puneeth Bekal
HDFC is an old brand name. How do you balance it when addressing a younger consumer base?
The audience, which invests in any asset, fell to 18-35, especially after Covid, compared to 25-44 previous cohort in the last five or six years. Millennials and Gen ZS have a much higher risk appetite. Most of these platforms do not guide investors. HDFC Securities have been around 25 years and is our Legacy application. The average age here is over 35+ and is between the highest barpus of the industry. [average revenue per user].
These are loyal users who have been stuck with us for years. It has access to all our research. Therefore, to direct investors to invest in a responsible way is something we have done for the last 25 years. Now, in our discounted broker application, HDFC SKY has a research control panel that a research team at the rear end gives stock calls for short -term, medium -term and year -long calls in asset classes. This creates reliability and originality with all viewers. We just don’t shoot in the dark.
Therefore, we wanted to enter channels such as reddit and telegram, so that we can focus on directing investors to invest in a responsible way. A marketing campaign aim is not only to convince people to download implementation. If there is a conversation in a particular industry, I think we are in the best position to talk about Reddit how this industry is shaped.
Do you think that this is a marketing board that other broker companies do not deal with?
No. These platforms do not have a place or expertise to which stocks to invest in an investor and stay away from which of them. For MTF [margin trading facility]There is also a list of stocks you can choose and choose. The layer of communication we make to the audience. This is what we do in practice.
So how does this value proposal play on social media?
For example, we have eight -nine research report, such as the selection of the week and the investment fund Mojo every week. These are incredibly detailed, intense reports, but they can be incredibly boring to consume even for me. Now, we are converting these reports into snackable formats. Say a 12 -page PDF on a 1 -page infographic. We convert the information from these reports into a reel that can go to Instagram or Youtube. The same information from the report is converted to articles we send to the relevant publishers and we are hosting on the HDFC SKY website.
Since we started doing this, the traffic on our website has increased at least 176 times in the last three months. Now people go down to the website for information, we guide them to buy them and take them to the journey in Sky application. These are the new ways we are looking for to create authentic, reliable, research -supported information, and to give back in a format that they can consume such as social media, whatsapp and telegraph in channels that are always open to consumers information.
Social media marketing can be wide and confusing. How do you plan your experiments on platforms like Instagram and YouTube?
Now we make one or two reels a day produced within the company. Obviously we have an agency, but most of my team members are the face of the brand. Our social president Nitsh is the face of Daily News (reel on HDFC Securities). All team members are impressive on their own.
To be honest, we noticed that the agency ecosystem is also ready to discuss. Maybe not for a small brand like ours, but even for larger brands, we need to change the way we interact with agencies.
Can you give me an example?
Let’s look at the media agencies. We took a step with all the big ones for performance and paid media. We noticed that all these estimates are based on some assumptions that may not work for a brand like ours. I don’t know how to solve them for them, but as a customer, we realized that we should step back and understand the scenery.
If you receive the paid media ecosystem, machine learning understanding and growth in purchases can only come from more signals to learn the machine and give us the same lookliks. [audiences to show ads to]. Now, the signals to be sent is an exercise that the technology team, the product team and the performance team should be lined up. For example, we want to get more MTF customers. In order to know that the machine is a set of people to buy a MTF, there must be the number of thresholds to enter. Who determines this threshold?
Today, due to the changing methods of marketing, most companies come within. The customer is in the best position to understand their data. Understanding my own data on an hourly cannot be done by an outside agency.
Do you get inspired in the stock business, are communication companies very good?
Globally my go-to brands Charles Schwab, Robinhood and Public.com. I prefer public.com on both, because they point it a lot, there is a strangeness in their communication and it sticks.
Is it interesting in India and with the HDFC brand?
No. Look at our ad campaigns soon. If I can say it is completely outside the family. HDFC SKY, HDFC Invest Right, TRU, High Net Value Families and CSR (Corporate Social Responsibility) attempts to focus on protecting specially reserve management and customers from digital financial fraud.
