Sales and Leadership Wisdom from the Leaders, Mr Sanjay Sindhwani, ex Business Head – Economic Times

I asked Mr Sanjay Sindhwani, ex Business Head – Economic Times – Digital, In this highly competitive market of newspaper and online information, how do you really achieve loyalty amongst your readers?
Trust and Distribution are the key here. Create multiple touch points for the consumer to engage with your brand/product. This ensures that if the consumer is not coming to your product, the product can be delivered to the consumer. That’s how newspaper subscriptions have worked; delivered every morning to your doorstep. However, you could also buy your favourite newspaper at the bus-stand, railway station or the airport, as well.
For the digital avatar of ‘The Economic Times’, we have the web and mobile site, the mobile Apps, where the consumer can come and interact with the product. All the products are highly ‘search optimised’ to lead to discovery and sampling.
When the new user comes to the site, we have several hooks with which we try to create a touch point with the reader. These are in the form of subscription to newsletters, mobile notifications, installing the mobile app, browser notifications, SMS alerts, creating watch-lists or investment portfolios, or following the product on social media etc.

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