MARKETING CASE STUDY MANGO LANGUAGES

MARKETING STRATEGY

Our strategists mapped out how the language learning software decision making process differentiated from B2B to B2C. Specifically noting how both the context and intent of search queries performed by these consumer categories varied. Applying this methodology in conjunction with keyword data we were able to conclude that a librarian or professor could search for “language software” or a software to learn a “specific language” or even language software for “libraries” or “schools”. Furthermore, we discovered how little search volume was sourced from non-language type specific variants.Understanding that both B2C and B2B consumers search for language software similarly, the query focus broadened. Hence, our strategy improved traffic for all 71 language programs including their business, government, and home learning programs. In order to measure success on how our efforts were impacting their prime objective [educational business] EM360 implemented segmented analytics reporting; allowing the client to track how well organic traffic was increasing to each landing page.