The Challenge of Foraying into Asia Pacific Regions
After establishing itself in the US and UK regions, Turnitin wanted to make a foray into Asia Pacific regions. They faced challenges in creating the right customer base, presenting themselves as a brand in front of the target audience, explaining to the Universities about the significance of using Turnitin to improve the student’s writing skills and to build their reputation, and generating quality leads.
One of the regions they targeted was India.
The decision to make a foray in the Indian market came at the right time as the HRD Ministry of India had made it mandatory for Higher Education Institutes to use plagiarism detection software to curb plagiarism and promote academic integrity. The Indian market was unfamiliar about Turnitin. It was, therefore, crucial to leverage this opportunity to establish itself as a leader and advocate of anti-plagiarism. To achieve this, Turnitin needed someone with sound marketing expertise to help them.
That’s When Fractional CMO Came Onboard
We started with structuring the brand creation and Account Based Marketing strategy for the region. We understood the business in-depth and used Google Display Ads, Re-marketing Ads and Facebook Ads to get traffic to the website. The traffic was further converted to leads using drip campaigns.
Within a month, Turnitin witnessed a strong online presence, which is crucial for the growth of the business. Turnitin successfully created a niche for itself in the Indian market.
The Results?
Turnitin saw an increase in conversion thanks to the combination of search and display marketing.
The combined efforts of search and display marketing led to the following:
