Tata Teleservices (TTSL) a leader in the Enterprise space providing integrated voice, data and managed services to large, medium and small enterprises in over 60 cities across India. The company has set up a robust infrastructure which includes the largest fibre optic backbone in the country covering over 1, 25,000 Km equipped to serve the connectivity needs of all businesses. The team comprises over 2,000 people and over 1,200 channel partners
Case details
Client name:
KK Ranga
Started
March’16
Completed:
December’16
Category:
Affiliate Marketing Case Study
Company Profile:
-
- TTSL wants to be the most preferred data service provider through its integrated data services
- Wants to increase the reach to all the prospective SME digitally
<liFinally wants to acquire the SME customers digitally
- To set the waterfall through this channel and judge the customer acquisition cost
- It is a B2B product and targeted only to SME with 2 Cr turnover
- To drive a lead generation campaign and not a CPC
- Improve the conversion rate from affiliate marketing
- Generating only quality leads
The Strategy :
- Streamline the communication that will be going out to the target customers have separate communication to all the products rather than having a bundle of products
- Specific landing page suggested for the campaign
- Choosing the right kind of affiliate for the campaign
- Set the qualifying criteria for the leads
The Execution:
- Getting the LP designed for Tata Docomo for the various products
- Changes done to the email creatives
- Designed affiliate channel strategy & planning of Tata Docomo SME campaign
- Executed the campaign with 25 different publishers
- Sharp targeting based on Tata Docomo requirement
- End to end tracking of the campaign through our affiliate tracking software
- Average 700000 mailers sent on monthly basis
- Achieved an open rate of 20% as compared to the industry standards of 14%
- Monthly 7000 visitors on landing page
- Average of 300 leads generated monthly
- Average of 250 qualified leads generated
- Achieved a 3.3% cost of Aquisition.
What client say
Digital Skills have introduced my vertical to affiliate marketing, they are experts in affiliate marketing campaign management. Our campaign was targeted to B2B acquisition and Digital Skills executed the campaign in the most efficient way with desired results. They know how this channel behaves. They are truly a performance driven agency. They keep a keen watch on the cost of acquisition which is rarely found in a digital marketing agency. They plan and then execute.
KK Ranga
General Manager SME operations- Tata Tele Services (Maharashtra) Ltd