The highly revered Indian Institute of Management Kozhikode (IIMK) wanted to generate applications for their Executive MBA batch of 2020-21.
Client | IIMK |
|---|---|
Services | Application Generation |
Performance Growth | 2.26% |
The Challenge
The programme is custom-designed for working executives who wish to expedite their careers without missing out on work or higher education. As convenient and promising as it sounds, in this highly competitive world of higher education programmes, their reputation alone was not enough to capture fresh admissions.
IIMK realized that to survive in this ambitious race, they needed a partner who was as considerate and targeted as they were. To bring a change into the world of management and the lives of working executives, they had to let the world know of their existence in more solid, sophisticated ways than just waiting for spontaneous results.
Our Proud Numbers
interaction rate
How We Did It?
A/B testing with multiple landing pages
Landing pages are crucial when we run ads with CTAs. What a business or brand showcases on its landing page hugely influences the potential audience in the actions they take on that page. Content, creative visuals and information density matter.
We carried out A/B testing with multiple landing pages to gauge their performance in terms of conversions – applications in this case. A/B testing with two landing pages can help to monitor the behaviours, preferences and expectations of the target audience. It also zooms in on the elements that work and weeds out the ones that don’t, fairly helping to optimize a landing page and finalize the one that yields maximum results.
With A/B testing, we were able to pinpoint what works for Application Generation for IIMK’s Executive MBA programme.
Remarketing campaign
Based on one of the most foolproof approaches in mass psychology, remarketing is an advertising technique that simply makes your ads visible to the people who have previously interacted with them over search engines or social networking sites.
Today’s world is fast. One image is replaced by another in seconds. A short term memory from an impression is committed to long term memory and is given a lengthier attention span only upon repeated exposure. This is part of learning of all kinds, or say, cognition.
The strongest potential audience in a second round of advertising is always the ones who interacted with your trial run. Remarketing allows us to narrow down our target audience to the ones who are most likely to take an action after another impression, because they were the ones who were interested in the first place. So we did just that!
Remarketing to previous users yielded conversions that were as solid as their ambitions and we knew we were on our way!
Finding a similar audience
The next practical strategy after remarketing is essentially finding a similar audience. Narrowing down our target audience in terms of definite behaviours of interaction with ads with CTA isolates the most likely group of people who click their way to application for the executive programme. We were able to specifically target an audience with similar interests to the previous users which effectively raises the chances of conversion without going all the way as in the first run of an ad.
This strategy is a proven-effective conversion technique that floats the boat for many businesses. For IIMK Executive MBA Programme, it was a time-bound project that yielded conversions and ensured ROI with considerable cost-cutting in the process.
The right strategy and highly specific marketing techniques used in advertising the institute’s invitation to their executive programme ensured results that were time-savvy and money-savvy at the same time.
“It gives me immense pleasure in writing this testimony for the digital ad campaign offered to IIM Kozhikode. From the beginning, the team led by Mr. Hafiz and Ms. Veena displayed a great deal of enthusiasm and professionalism in their commitments. Using a host of sophisticated online targeting techniques, they delivered amazing leads of applicants for IIM
Kozhikode’s flagship Ph.D. practice track program. Throughout the campaign period, relentlessly, the team kept on seeking feedback from us and worked to deliver results that went beyond our expectations.