Managing Delhi's Smog through Digital
Pradeep is a Product Manager at a large MNC with offices in Delhi. His job is to conceptualize, create and excite sales teams to sell his products. In the course of his work, he was fascinated by Digital Marketing. So he took a course that taught him quite a few things about Digital Marketing.
One day he was roped in a brain storming session of a different product team. This team managed air purifiers. And Delhi was blanketed in smog. The product team was sure Delhi's residents could benefit from buying their air purifiers. But they had three challenges -
1. An air purifier is not an obvious product, like TVs for instance. Consumers have to be educated about the uses and value of an air purifier. This meant a long format communication rather than a short Ad.
2. But Delhi's worst smog occurs over a few weeks in winter. So they had a very short time window in which they had to communicate the long format information. They needed a communication medium which can quickly scale up to reach millions of people and can quickly scale down once Delhi's smog has cleared.
3. TV and Print Ads were too expensive investments for a product that has a short window of sale opportunity.
So Pradeep, based on what he had learnt in his course, recommended a Facebook Sponsored Story. (which has the advantage of being able to reach millions of users quickly, can be used in long format to explain the uses/value of a new product and yet can be turned off as quickly). The air purifier product team implemented his idea and received 1.5 million visits on their air purifier Facebook Page in 1 week, leading to a significant increase in sales.
Two product managers - Geeta and Ram - at a startup in Bangalore outsourced their digital marketing to an external agency. They attended a course on Digital Marketing. After the course, they were able to drive down the Cost Per Lead from the Digital Marketing agency they were working with by implementing things they learned in the course. Then there was the Recruiter - Latha - who was looking for Guideware Architects, an extremely niche skill and was not having much success. She came to the alumni meet of the Digital Marketing course she had attended. The teacher of the course suggested she use Facebook Lookalike to point Ads for Guideware Architects to friends of the profiles she already has of Guideware Architects.
These were the stories at the Manipal ProLearn Digital Marketing Professional Program Alumni Meet in Bangalore. This is a course we have created in partnership with Google. And we continue to be excited by the impact we are making - on Delhi's smog, on reducing Cost Per Leads of young startups or finding Guidware Architects.
Manipal ProLearn continues to work on helping people harness Digital for success.
*Names of participants in this post have been changed in the interest of confidentiality