Byjus

BYJU’S goes Feet-on-Street:
In 2018, the company planned an on-street approach to reach out to individual

potential customers in the small cities. The idea was traditional and very simple,
with a strong team of 1000 employees, BYJU’S planned to visit home-to-home and
pitch-in their product to the customer.
The top digital marketing company in Gurgaon finds it to be an unusual approach,

especially by an internet based company, which in most scenarios depend on the
online platforms to drive sales while tapping into the customer’s data.
This campaign began from the streets of Bengaluru and later extended to the cities
of Hubballi, Dharwad and Mysore in Karnataka. BYJU’S executives were successful in
generating upto 50% conversions through these counselling sessions.
According to the digital agency in Gurgaon, any marketing strategy is always based
around the behaviour of the targeted audience, but interestingly, BYJU’s has 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. Let’s dig into how BYJU’s successfully cracked its
audience and garnered a huge subscription base.
BYJU’S ‘Keep Learning’ Campaign:
Clearly BYJU’S understands India’s love for cricket and knows how to use it in
their favour very well. The ‘Keep Learning’ campaign is a concept by Spring
Marketing Capital launched in 2019.
At BYJU’S, creating quality and seamless learning experiences for students has been
our key focus area. Parents often think that children use smartphones for
entertainment only. This campaign has been crafted to help parents understand the
importance of learning through smart devices and how the concept of using
smartphones as a learning device is becoming widely popular. In fact, the TV
commercial depicts real-life scenarios that students learning from smart devices
would have gone through at some point or the other. We are confident that this new
campaign will help us instill trust in the fact that better learning experiences
enable students to become self-learners and learn for the love of learning, rather
than the fear of exams.”
their brand ambassador which attracted this age group to their platform. Their
television advertisements began with their 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.
Launch of BYJU’s Regional Campaign:
The edtech company is targeting to increase their business in other regions of the
nation and has recently partnered with Sudeep Sanjeev to launch their first-ever
campaign in a regional language (Kannada).
Launch of BYJU’s Regional Campaign:
The edtech company is targeting to increase their business in other regions of the
nation and has recently partnered with Sudeep Sanjeev to launch their first-ever
campaign in a regional language (Kannada).
Reason behind the Digital Marketing Failure of BYJU’s

Undoubtedly BYJU’s has done really well with its marketing strategy to earn a huge
share of the edtech business, but the same cannot be said about its online
marketing strategies and here is why:
Failure of BYJU’s Facebook Ads:
The Edtech company planned a marketing campaign 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.
Failure of BYJU’s at SEO:
The leading SEO agency in gurgaon explains Search Engine Optimization as one of the
most powerful tools for boosting sales and generating organic leads, but it didn’t
really work the same way for BYJU’s.
The team worked really hard to drive students on their platform by integrating SEO
efforts, but the fact is there are a huge number of competitors like Toppr and
Vedantu fighting for the first position on Google and were doing it successfully.
Failure of BYJU’s at Google Ads:
Yes, to tackle the SEO situation, BYJU’s spent a lot on Google Ads to reach the top
of the SERP page as shown in the picture below.
Byju's Ads
In this case, the audience attracted by the keyword ‘NCERT Solutions’ were mostly
students looking for study material for free and had no intentions of making a
purchase on the platform, hence these leads could not be successfully converted
into customers.
Nevertheless, these challenges could not stop BYJU’s from growing. Adding the
traditional tactics to their marketing campaign helped the business to boost
awareness for both the generations of their targeted audience: parents and students
at the same time.
Learnings From BYJU’s:

BYJU’s marketing journey teaches that before creating a marketing strategy for any
business, irrespective of the niche, it is very crucial to analyse the targeted
audience and their behaviour to successfully convert leads into customers. Also,
one of the best digital marketing agencies in Delhi NCR understands that following
the latest marketing strategies is a great plan but for your efforts to actually
perform, every business needs to analyze the everyday performance of the campaign
and improvise their efforts for the best results.
Byju's has made progress in cracking the business-to-consumer (B2C) market, one
typically thought to be very tricky because it involves not just engaging children,
but convincing parents that an app is a suitable substitute for real-world
coaching, and trusting the company with their child's education.
found success is by placing Education ahead of Technology

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BYJU’S goes Feet-on-Street:

In 2018, the company planned an on-street approach to reach out to individual

The top digital marketing company in Gurgaon finds it to be an unusual approach,

BYJU’S ‘Keep Learning’ Campaign:

Launch of BYJU’s Regional Campaign:

Reason behind the Digital Marketing Failure of BYJU’s

Failure of BYJU’s Facebook Ads:

Failure of BYJU’s at SEO:

Failure of BYJU’s at Google Ads:

Learnings From BYJU’s:

found success is by placing Education ahead of Technology

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