HTCampus and Google jointly conducted the Digiwise summit for driving ROI through performance-based marketing, at the Lalit Ashok, New Delhi.
Following a digital change across the globe, HTCampus.com and Google in Delhi jointly conducted a Digital marketing seminar ‘Digiwise’ on January 12, 2017. Various education clients based out of Delhi attended the event. The primary agenda of the summit was to spread awareness among the marketers to drive ‘ROI Through Performance-Based Marketing’, as well as present the new and revamped version of HTCampus called “HTCampus 2.0”.
Today, there is a major shift of businesses from the offline platform to the online platform. Most of the advertisers are shifting their budgets to the online platforms. The main intent of shifting to online is to be able to measure the investments and then make decisions based on the performance metrics.
A similar shift is seen in the education sector. If we look at the latest digital marketing opportunities of social media for the education sector, most institutions are focusing on how they can utilise technologies to form a community environment between students, parents and teachers. On the social front, educational institutions are using social media technologies like blogs, Facebook, Google Plus and Twitter to share news, general information, updates and to connect with their student and teacher population.
- Mrs Meenakshi Singh: Vertical Business Manager, Google
- Mr Ajay Arora: Business Head – Education, HT Media Ltd
- Mr Bhuwan Mahajan: Head - Online Marketing and Strategy, HTCampus.com
The first of the speakers was Mrs Meenakshi Singh, who discussed how technology is fast accelerating and influencing our lives in many unimaginable ways. She spoke about some of the major waves in technology in the last 100 years and how much time each technology took to reach one billion users. The following table shows the same:
Number of Years
Fixed Landline Phones
This table shows that each new technology is adopted by us at a faster rate than its predecessor.
Speaking of India, she said that the growth is very rapid within India. In fact, India is a much more dynamic space, than what the world story is. Here are some of the keys stats that display India’s growth:
In 2011, there were just 100 million people on the internet in India. In 2015, the number increased to 400 million. The digital growth in India is close to about 50 million users per year, which is by no means a small number. Mrs Singh also mentioned that the current number as of 2017 is 500 million, but Google, as well as other stalwarts of the digital world, aim to seek one billion users on the internet in India by 2020.
Another important fact that she mentioned was the growth of mobile search queries in India, which have surpassed desktop searches. India is one of the only ten countries where this growth has been seen.
Talking about the education sector, Mrs Singh gave an overview of how digitalization has changed the education sector in the last decade. Sharing her personal experience, she mentioned that the only source of information regarding colleges and courses she had access to, in 1997, was via the magazines, newspapers, advertisements or physically visiting the colleges.
From limited information in 1997 to complete access to all the information in 2017, digitalization has come a long way. As per current data, students actively utilise the internet for research, with
- 93% students accessing the internet every day
- 91% browsing the internet for collecting information of colleges and courses
- Every 4 out of 5 considering the internet to be their main source of information
She said that these numbers are a level playing field since there is so much information available. This gives a lot of clients a lot of scope for advertising. Unless one is at the right moment at the right time, they will miss capitalising on intent.
Audience + Intent = Power:
The coming together of Audience with the Intent was a key aspect discussed by her. So what exactly is ‘Audience + Intent?’ And how can we leverage this?
So, ‘Audience + Intent’ is where the client’s data (organisations, institutes and advertisements) comes together with Google’s data to unleash the power of full search. Therefore, Google utilises the CRM data shared by the client to target the relevant audience with which the advertisement/information is to be shared.
She ended her session with a summary of the presentation by adding that the digital journey is a dynamic and complex journey and if done in collaboration with someone who is an expert at it, then together they can create a wave in the digital marketing world.
Mr Ajay Arora (Business Head – HTCampus.com and HT Education), adding to what Mrs Singh said, mentioned that the telecommunication sector is going to be the key for providing information to rural cities and towns in India. This is because of the huge number of mobile search queries in India.
With the telecom operators providing different languages, even language is no longer a barrier, connecting more and more people with the internet each day.
Adding on capitalising the intent, Mr Arora said that the site should be optimised in such a way that the students meet their requirements; otherwise, it is a loss, both to the education portal as well as the client.
He also mentioned that it is very critical to have a road planning, for someone doing business online.
Mr Bhuwan Mahajan introduced the new revamped and refreshed face of HTCampus 2.0 with a student-focused look and feel.
The launch of HTCampus 2.0 aims at easing the user journey and providing him/her with more tools to help them take an informed decision about choosing their college and pursuing their career choices.
Mr Mahajan also spoke about how the User Generated Content (UGC) is an important aspect. HTCampus.com is promoting User Generated Content by capturing genuine "College Reviews" from students, which in turn will help students visiting the site to decide which college is better. Similarly, a discussion forum is running on the website, solving queries of students.
Mr Mahajan further said that as per stats, 86% of people say that UGC is generally a good indicator of the quality of a brand, service, or product. In addition, 65% people say the UGC is more honest and genuine than other information provided online.
The event came to end with Mr Mahajan discussing the various offerings HTCampus has for its clients, the growth of performance-based advertising and the digital marketing landscape in India.
The event was followed by cocktails and dinner at The Lalit Ashok, New Delhi.
Source: Google and HTCampus.com