BYJU'S An Unconventional Case |
| Credit: FinSMEs |
How an Edtech company failed in its digital marketing campaign and strategized it's way out.
Reasons Behind the Digital Marketing Failure of BYJU's
1. Failure of BYJU'S Facebook Ads:
BYJU'S planned marketing campaigns while targeting the audience on the basis of their interest which surely worked and BYJU's was successful in generating a great number of leads for the business.
But, unfortunately the leads were not converted into customers because according to the interest, the targeted audience were mostly students. Considering the expensive prices, the buyers must be the parents.
Hence, most of these leads were just not useful for the business.
Reasons Behind the Digital Marketing Failure of BYJU's
2.Failure of BYJU's at Google Ads
In this case and likewise in many other cases, the audience attracted by the keywords like 'NCERT Solutions' were mostly students looking for study materials for free and had no intentions of making a purchase on the platform, hence these leads could not be successfully converted into customers.
THE STRATEGY -
Understanding The Target Audience
Any marketing strategy is always based around the behaviour of the targeted audience, but interestingly, BYJU's had to create its marketing plan to win the hearts of two completely different sets of audiences: 'Students and Parents'.
This is because the students are the ones who will be eventually engaging with the platform and parents will be the ones paying for the subscription.
Hence, the marketing journey for the brand has been an inspirational one, which made its way to the top.
Targeting The Student Community
• The company came up with an early learning app for the students. Also, partnered with Disney to make the learning experience more interactive for the kids and created trademark Disney stories and experiences.
• But, their approach for the grown up students was a bit different, since they had a different kind of understanding and learning responsibilities. BYJU's encountered the common tensions which many students face such as clearing an entrance exam and conveyed themselves as a powerful tool that will help the students crack their dream.
Targeting The Parent Community
Mrinal Mohit, COO, BYJU'S commented, "Parents often think that children use smartphones for entertainment only. Through the revamped campaign "Come Fall in love with Learning" has been crafted to help parents understand the importance of learning through smart devices."
In fact, the company's TV commercial depicts real-life scenarios that students learning from smart devices would have gone through at some point or the other.
With such a smartly curated strategy of sub-consciously changing the orthodox mindsets of Indian Parents, BYJU'S started generating a lot of conversions.
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