Moving MVDE a few steps forward.
Year
2019Services
- Content Strategy
- Email Marketing
- Events and Exhibitions
- Research & Analysis
- Search Engine Marketing
- Search Engine Optimization
- Social Media Marketing
Challenge
MVDE (A Mitsubishi Heavy Industries group company), manufacturing off-highway Diesel Engines in Mysore, aimed to spread awareness about their strategic presence in India & some International locations. Their presence in the agriculture and construction industries was already noteworthy but other industries such as marine, utility & more needed attention. This was also the first time that MVDE was actively venturing in the digital marketing space. Overall, they wanted to hit the right target audience for their off-highway Diesel Engines through multiple online & offline platforms.
Insight
To start with, there were two explorable angles. The first one being branding. Under this, we suggested positioning the brand in such a way that it adhered to the brand guidelines of MVDE's parent company; ensuring a communication with all the industries that MVDE is capable of catering to. The following angle being marketing. Here, we suggested adapting an industryu2014wise customer segmentation for a narrowedu2014down approach, which was to structure our marketing in a way that the website would attract more traffic & help build more recall for the target audience.
Solution
With the help of a detailed study on audience insights, we adopted a strategy that helped us reach the target audience through multiple avenues-Social Media, Google Search and e-mails. The TG consisting of working professionals and decision-makers were periodically filtered based on their industries, roles, experiences, and search patterns to optimise targetting. The result was an increase in the number of impressions by 2,08,262, the reach of 1,86,339, ad clicks of 1610 & double the ad engagement as well as social action.
Additionally, our SEO strategy was focused on making sure that MVDE comes up on the most common search terms in the industry. Over 8 months of Google Analytics data indicates that we are in the right direction, changing the momentum in terms of website visitors, bounce rate and device users.
Impact
