Digit Insurance Marketing Strategy: STP Analysis & Campaigns

About Digit Insurance – 

Source – www.reinsurancene.ws

Digit Insurance is founded in Bengaluru and is mainly based as a general insurance company. Its mission is to make insurance policies simple for the common man. Previously customers had a hard time understanding which plan is appropriate for whom. The business thinks that this way of thinking may be altered. With this Digit Insurance started making insurance policy simple with an aim to go back to the basics and simpler insurance solutions. With no twisted rules. They were looking for a simple name and ended up naming it Digit.

Kamesh Goyal is the founder and Chairman of Digit Insurance. Prior to that, he worked at Alliance Insurance as the Head of Asset Management and Group planning and controlling. He began working with KPMG in India as a manager. He studied B.A. LLB and completed his Master’s in Business Administration from Delhi University. Currently serving as the executive director of Digit is Philip Varghese.

Quick Stats of Digit Insurance –

Marketing Strategy of Digit Insurance –

Let’s learn about the marketing strategy of Digit Insurance. And how digit carries its marketing campaigns.

Segmentation, Targeting and Positioning 

When it comes to segmentation, Go Digit is segmented in liability insurance mainly on legal and professional liability which it offers to businesses. It has the highest market share in the insurance category.

If we talk about the target market, then earlier the scope was limited, used to end at life and health plans. But now the scene has totally changed by increasing the number of millennials, there is a great trend towards customization.

From selling first life insurance and now selling a variety of insurance policies, they have made their position in the market.

Marketing Campaigns 

Digit Insurance launched its first ad campaign featuring Virat Kohli. This campaign named #SwitchToDigit, claims that Kohli along with 1.5 crore Indians have switched to Digit Insurance for the security of their commercial vehicles.

The second campaign digit insurance launched featuring their brand ambassador Virat Kohli was named “Faayde ki Baat”.It was the General Insurance Council of India’s public interest campaign to spread the word about insurance and its benefit.

The third and most recent campaign done by Digit was “Do the digit digit”, by the brand ambassador Virat Kohli just to focus on simplifying the insurance policy and creating awareness.

Social Media Marketing 

• Instagram – 7K+
• Facebook – 123K
• LinkedIn – 97K
• Twitter – 2K

The brand ambassador of Digit Insurance -Virat Kohli had already bought a huge audience, which makes social media marketing easier. Promotion of digit insurance is being done via Facebook, running ads on Instagram, youtube along with (OTT)over-the-top digital streaming platforms. 

SEO Strategies 

Source – Ubersuggest

As per SEO, it is said that the number of keywords below 500 is bad, above 1000 is good and 10000+ is amazing. As we can see in the below real-time picture of Digit Insurance, the organic keywords are 668K+ so it is considered remarkable. That means the digital marketing of Digit Insurance has gained a great number of insights.

As you can see the organic monthly traffic is 4.6M+ which is a big number also it shows how strategically the SEO team of digit insurance works.

Influencer Marketing

Digit Insurance onboarded Virat Kohli as a brand ambassador, Marketing and Advertising News, ET Brand Equity. Virat Kohli plays an important role as an influencer marketer. He educates the 3+crore Indians regarding digit insurance by running campaigns.

E-commerce Strategies

Digit Insurance has an official website on which detailed information is available on each and every kind of insurance they offer. There are also steps mentioned on the website on how you can claim insurance.

Mobile Apps

Digit Insurance Application aims to make insurance simple. Helps to buy/renew your policy, access policy documents, and make claims in an instant right here on the app. This app has 4.2 ratings and 10L+ downloads on the Google Play Store.

Content Marketing Strategies

Digit Insurance is active on all social media platforms. The post content is related to the protection of their loved ones by taking an insurance policy for them. They create awareness over the OTT platforms and run campaigns as well. Also, they post blogs and keep them posted on other media platforms.

This ends our elaborative marketing strategy of Digit Insurance. Let us conclude our learning below.

What’s Unique in the Marketing Strategy of Digit Insurance?

Digit Insurance is a security provider. Its main objective is to remove all the insecurities that may occur in one’s life. They got a range of insurance policies such as commercial vehicles policy, bike insurance policies, car insurance policies, travel and health insurance policy, and many more, which are aimed to secure the insured with all uncertainties. Onboarding Virat Kohli as a Brand Ambassador rolls out to be the best decision for Digit Insurance. 

As we all know we are in a digital era, where everything is coming into digital space. which is very important to gain proper knowledge about digital marketing. If you want to learn more about digital marketing then check out  Free Masterclass on Digital Marketing by the CEO and Founder of IIDE. You can also upskill yourself with short-term courses, Online as well as PG courses in digital marketing.

We hope this marketing strategy of Digit Insurance would be really helpful for you guys. Starting an Extensive Marketing Strategy and ending up with content marketing strategies, might give you some sort of insights. If you like this blog on the marketing strategy of Digit Insurance and are interested to know more about Marketing Strategies then sweep into our IIDE Knowledge Portal. Thank you for taking the time to read this, and do share your thoughts on this case study on the marketing strategy of Digit Insurance in the comments section below.