BYJU’s Digital Marketing Strategy | Learn all up and down with examples.
BYJU’s have been in the market for past 10 years and has now earned a renowned name in the online learning sector. In this blog, you will find out how BYJU’s survived the online market and what was the BYJU’s Digital Marketing Strategy?
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BYJU’s had faced lot of challenges during its marketing planning and execution but at the end it somehow survived those challenges and become a popular name among its audience.
The balanced blend of BYJU’s Digital Marketing Strategy and traditional marketing strategy have helped it to stabilize and outshine the crowd. Their journey taught us that the right strategy and trust in yourself will let you win the race.
How BYJU’s started? | Evolution of BYJU’s
How BYJU’s has started? | Evolution of BBYJU’s is an online learning platform for the teachers to teach and the students to learn. This renowned platform was created by BYJU Raveendran and developed by Think and Learn Pvt. Ltd in the year 2011.
Byju’s is the ed-tech valued at $ 11.1 billion and was recognized as the world’s most valuable ed-tech company in the year 2019. It had gained enormous profits during the period of Covid-19.
This amazing platform has provided the opportunity to learn from expert teachers to over 50 million students from all over the nation. The leading digital marketing company in Gurgaon found that just in the month of March and April, 13.5 million users started using this platform or their app to learn something during the pandemic.
BYJU’s Targeted Audience
BYJU’s targets grown-up students who are aspiring to crack competitive or entrance exams as well. By offering them a way of reaching their dream to crack the exams, BYJU’s pitches the young generation.
BYJU’s is an edu-tech company that has its targeted audience consisting of students or aspirant. Beside this, BYJU’s tried to target the parents of these students as well. BYJU’s being the education platform, was quite clear with its audience therefore BYJU’s digital marketing strategy was clear and seem to be no hindrance in their marketing.
BYJU’s Digital Marketing Strategy
BYJUS’s Digital Marketing Strategy did not do well in the market. It struggled with search engine marketing and social media marketing. The main issue was the discovery of the right keywords and implementation.
BYJU’s somewhat failed to attract students on search engines because the students wanted clarification of their doubts and were not interested in buying BYJU’s courses. Hence, it had become hard for BYJU’s to influence their audience.
The company noticed that there are a large number of leads through social media, but very few were closing. As of this, they decided to restudy BYJU’s digital marketing strategy.
The real problem that came out was the audience. The students were their target but, unfortunately, not the actual buyers of their courses. The actual buyers were the parents and therefore their marketers redesigned BYJU’s Digital Marketing Strategy.
The Challenge faced by BYJU’s Digital Marketing Strategy
BYJU’s firstly decided to work on digital platforms such as search engines and social media. This strategy worked on students, but, since the students were not the actual buyers it did not go well.
And social media did not work on parents.
The students were the influencers for their courses and their parents were the final decision maker. And now the challenge arose was to find an ideal platform where both the targeted audience meet.
BYJU’s also targeted the parents by making them believe how the gadgets their children stick to these days can be a learning platform for them. It is also making the parent-children relationship better.
The Birth of Traditional Marketing.
As The BYJU’s Digital Marketing Strategy has fallen, the company went to the widest traditional marketing channel i.e. television. BYJU’s started endorsing through television ads and gained rise in customer’s base.
In 2017, BYJU’s launched its official app and made Shah Rukh Khan (The King of Bollywood) its official brand ambassador. Their television advertisements began w first ad with Shah Rukh Khan that aired during a India-Pak match and it turned out to be a real success and prompted the audience to download BYJU’s app.
ShahRukh Khan being the superstar, had left huge influence on the audience. When ShahRukh stated “BYJU’s hai toh progress hai” and “Download the app now”, the audience easily convinced to download the app of BYJU’s and its popularity journey started.
It was a real challenge for one marketing campaign to target two really different audiences of a different age groups and thinking process, but BYJU’s surely managed to find that link which drives decision-making among its audience with traditional marketing.
And that is how BYJU’s achieved rapid growth.
BYJU’S opportunity for Student during COVID-19 Lockdown:
BYJU’s became extra popular during the Covid lockdown times. It had solved the problems of the students and their parents by providing them with the online tuitions after online schools. Students saved themselves from never ending problems by getting solution right away.
The user just has to select their preferred subject and time slot, and they are ready to get back to their curriculum for free. These online classes were backed with interactive videos, revisions and practice tests.
During the lockdown, the learning app successfully gave a flavour of the seamless learn-from-home experience to the students.
What is BYJU’s digital marketing strategy currently?
Aftermath, BYJU’s continued its traditional marketing and earned well fame among its audience. Side by side it kept it digital marketing implemented. Now, BYJU’s is a known name in almost every house.
So whenever you search for “online classes or tuitions”, BYJU’s name will come up and people will click on it as it has become a renowned name in this sector.
Nowadays, BYJU’s is such a well-known brand throughout the country that people are directly using the keyword “BYJU’s” on Google. As of now, the keyword has a crazy search volume of 368,000 searches per month.
To sum up all scenarios, BYJU’s has improvised and paced itself according to the demands and thus survived in the market. Its smart marketing team had helped it from falling off the cliff.