Awards 2014, category eight: Quantum Marketing Group for Tata Consultancy Services (TCS)

November 14, 2014

Best use of content marketing: TCS Retail decision maker campaign

Tata Consulting Services (TCS) came to the table with two offers for retailers focused on e-Commerce and Master Data Management – the question was would they listen? Despite having a good story to tell there was a concern that UK retailers lacked awareness of TCS’ global industry footprint – and local delivery capabilities. We therefore decided to get personal, and to champion quality over quantity in a bid to build meaningful engagement with the target audience.

• This was a senior decision-maker campaign, aimed at 29 organisations
• We needed to identify individual contacts, as well as the specific business challenges they faced
• The result was a bespoke report tailored to their immediate concerns
• Engagement levels reached 190% of target
• Content was the primary driver of success, providing a platform for initiating conversations based on demonstrating relevance, value and the benefits of change.

“For TCS, the campaign represented a first touch point to many UK retailers. The approach taken enabled us to engage the audience, demonstrate our understanding of their market challenges, and provide a framework for faceto-face discussions.”

Matt Skipper, Director, - Horizontal Marketing & Campaigns Europe, TCS

Summary

Topic

ROI
Customer insight
Inbound marketing

About your personal data

When you submit your details in order to download this content, your data will also be shared with our trusted partner %company:title who may contact you with further relevent information.

For more information on how we process your personal data please see our privacy policy.