Home News Scaler earmarks 100 CR marketing spend for 2022; bets big on original content and influencer marketing

Scaler earmarks 100 CR marketing spend for 2022; bets big on original content and influencer marketing

by Our Corresspondent - Oct 13, 2021
Scaler earmarks 100 CR marketing spend for 2022; bets big on original content and influencer marketing, News, KonexioNetwork.com

Mumbai :  Scaler, the leading online tech varsity for upskilling, announced its plan to invest 100 crores towards marketing spending in 2022. Buoyed by its 4X growth in the last year and a half, Scaler has been leveraging the power of the digital medium through original and curated content to capture the minds of young and aspiring techies.

Scaler has partnered with various creators and influencers, with some of their recent branded content endeavours being Alright, Ankur Warikoo, JordIndian, RVCJ, TVF and more. The company has found immense success in its unique and tactical approach to using BTL and direct marketing efforts, leading to a 100% increase in enquiries for enrollment into online programs and a 200% increase in the time spent by existing learners on their platform. Significant marketing efforts will focus on curated content IPs with premier OTT players and YouTube creator networks in the coming months.

Speaking about the investment, Rahul Karthikeyan, Chief Marketing Officer, Scaler said. "The pandemic served as a reality check for many who suddenly realised that merely having a university degree or even work experience is no longer a guarantee for securing or retaining their jobs. This has led to a surge in the number of ed-tech businesses offering thousands of courses and programs promising the allure of knowledge and job security. However, for a niche offering like ours, the challenge is to be seen distinctly in the crowd and be heard above the current cacophony."

Over the last year, most brands have focused on getting brand ambassadors on board and running digital marketing campaigns that engage with influencers or even digital films. However, since most upskilling programs target a specific and narrow audience that is well-informed and part of the decision-making process, not many brands have built a niche. Given this opportunity, Scaler also partnered with ScriptRoom to help create a differentiated brand story built on the back of a strong product offering. Scaler is also in conversation with Dice Media, and several other leading creators to create original content to nurture its sizable community of learners and passionate coders.