Info Edge India, the parent company of brands such as Naukri.com, Jeevansathi.com, and 99acres.com, has been leveraging content-driven marketing to create engaging campaigns. The company has been successful in capturing audience attention across its portfolio of brands by integrating humor, cultural trends, and relatable themes.
The company’s approach to content marketing is shaped by the unique vertical and target audience of each brand. For instance, Naukri.com, a job search platform, used popular culture references like the Coldplay concert to create a humorous campaign, while Jeevansathi.com, a matrimony platform, has taken an unconventional approach to matchmaking promotions.
Sumeet Singh, Group Chief Marketing Officer, Info Edge India, emphasizes that humor has been a core component of the company’s DNA since its early days of advertising. She notes that humor makes the message more engaging and memorable, making it effective for the company’s brands.
To maintain a consistent brand voice, each brand has its own distinct messaging and strategy, while ensuring consistency within each brand. The company adapts to evolving media consumption habits, leveraging a flexible yet cohesive approach to marketing.
Singh highlights the importance of being agile and responsive to market trends and consumer behavior. The company relies on consumer insights and secondary data analysis to develop data-driven strategies. It is also exploring emerging technologies to refine its performance marketing strategy, such as shorter video formats, influencer-driven campaigns, and new tools to improve performance marketing.
In the future, Info Edge India is focusing on video-driven performance marketing to engage younger audiences, particularly with the growing popularity of short-form video content. The company is experimenting with even more concise formats, such as 20-30 second videos, to enhance engagement across its brands. By leveraging data-driven strategies, emerging technologies, and a strong content marketing approach, Info Edge India is well-positioned to stay ahead of the curve and continue to expand its reach across its portfolio of brands.