In 2019, MoEngage decided to collaborate with international companies in the Mobile Marketing space to explore an expansion into the Western and European markets. A year later, they teamed up with Apptopia, a US-based mobile intelligence platform to create a global report.
But everything changed when the pandemic struck in March 2020.
Pepper Content’s Content Marketing Lead Natasha Puri sat down with Akshatha Kamath, Head of Content, MoEngage, to find out how they changed their content strategy during the lockdown, on their new show Top of the Funnel.
“We were in the middle of working with data points, but both companies shifted gears as they felt whatever they were creating was not making sense as things had changed entirely,” says Akshatha.
They scrapped the original plan and set out to create something they felt would add value to their customer base: a COVID-19 report for businesses to help them understand what was happening, what was the impact of the pandemic, and what to expect next. It worked well for them as the audience was looking for insights from credible sources.
They soon realised that the market was going to change again. So, they came up with an ebook that focused on topics like what to do if you’ve seen a slowdown, what to do if you’re not impacted and if you’ve seen growth, and how do you handle it. They succeeded in terms of reach, with 40-50 percent of the downloads coming from the Western…