Tata Consultancy Services (TCS) is a global brand and a part of the Tata Group that provides information technology (IT) services, business solutions, and outsourcing. Since its establishment in 1968, TCS has reached new heights and earned a stellar reputation.
One of the many things contributing to TCS’ reputation is its marketing strategies. With the advent of digital marketing, TCS has also expanded their marketing to reach a digital audience. This case study focuses on the digital marketing strategies of Tata Consultancy Services.
Tata Consultancy Services is an IT services, consulting, and business solutions firm that has assisted many of the world’s leading corporations in their transformation journeys for over 50 years.
TCS, a subsidiary of the Tata group, India’s largest multinational business conglomerate, employs over 592,000 of the world’s best-trained consultants across 55 nations. In the fiscal year ending March 31, 2022, the firm earned US $25.7 billion in consolidated revenues and is listed on the BSE (previously Bombay Stock Exchange) and the NSE (National Stock Exchange) in India. (Source)
Jamsetji Tata founded the Tata Group in the 1870s. Jamsetji was raised in Navsari and moved to Bombay with his father when he was 14. He attended Elphinstone College and graduated as a “green scholar,‘ the equivalent of today’s graduate, in 1858.
On April 1, 1968, Tata Consultancy Services was established as a branch of Tata Sons as a management and technology consultancy to generate demand for downstream computer services. FC Kohli, a talented technocrat from Tata Electric Companies, was hired as the company’s General Manager.
Rajesh Gopinath is the current CEO and Managing Director of TCS. The story of TCS, however, started decades back. Tata Consultancy Services Limited was created in 1968 by a branch of Tata Sons Limited as Tata Computer Systems. Early contracts included supplying punched card services, developing an Inter-Branch Reconciliation System for the Central Bank of India, and providing bureau services to Unit Trust of India.
TCS became a publicly traded business on August 25, 2004. It broke new records and introduced new software. Tata is also one of India’s major employment providers, employing 43,000 people in the first half of fiscal year 22.
Let’s look at their digital marketing strategies and how they seeped into the digital realm to continue their success story.
TCS’ SEO Strategies
Let’s begin by first analysing TCS’ SEO strategies and how they optimise their website for better rankings and visibility.
TCS’ Website Strategies
TCS’ website has an authority score of 68 and receives 3.9 million worth of organic search traffic each month. They also use paid ads to get about 641 paid search traffic. TCS’ website also receives 4 million backlinks.
TCS’ On-page SEO Strategies
TCS maintains a blog as a part of their On-page SEO strategies. Their blog topics revolve around technology and are written by TCS employees, generally by the senior staff. They post a new blog every once in ten days.
Their blogs mostly consist of texts with little to no images and end with an author’s bio, highlighting the writer’s job experience. They do not have any space for comments on their blogs.
TCS’ Off-page SEO Strategies
Off-site ranking factor optimisation entails increasing search engine and user perceptions of a site’s popularity, relevance, trustworthiness, and authority. TCS’ off-page SEO strategies have brought them an authority score of 68 and increased the site’s popularity due to the high number of backlinks (4 million).
Looking at the analytics below, it is apparent that TCS has gained more backlinks than it has lost in the last 6 months.
Among all the types of TLDs found in TCS’ backlinks, over 55% are from .com websites, whereas the rest is divided between .top, .org, and other websites that contribute 9%, 5% and 31% of the total, respectively.
The referring domains are highest in the United States of America, with over 55%. Hong Kong and Germany bring in 7% and 6% of backlinks, respectively, followed by Korea and Singapore, which contribute 4% each of the total.
TCS’ Social Media Strategies
TCS also uses social media platforms such as Instagram and Facebook to increase engagement and stay connected with their audience.
TCS’ Instagram Strategies
TCS’ Instagram profile (@tcsglobal) has over 223K followers as of July 2022. They post once a day and are often regular in their posting cycles.
The first and most evident type of posts on TCS’ Instagram page is the ones on special days. For instance, TCS showed its support for the #InternationalPlasticBagFreeDay through this video:
Next, you can find posts from the TCS team and some snippets that help build an emotional connection with their employees and clients.
TCS also posts contests and offers for its employees on its Instagram page.
TCS’ Instagram engagement rate is 0.48%, and they receive an average of 913 likes and six comments for every post. (Source)
TCS’ Facebook Strategies
TCS’ Facebook page has approximately 7 lakhs followers and likes. Their posts are the same as the ones on their Instagram page.
The engagement rate of TCS’ Facebook account is 0.01%, and it gets an average of 65 likes and 2 comments on each post.
TCS’ Google Ads Strategies
According to the below analytics, TCS has not spent on keywords or paid ads in the past five months. However, they have experimented with keywords in the previous months and bid on more keywords in October and February.
They also recieved the most paid traffic from January 2022 to March 2022.
TCS’ Target Audience
The main target audience of TCS is owners and founders of businesses. The industries they target include:
- Banking & Financial Services
- Capital Markets
- Consumer Goods & Distribution
- Communications, Media & Technology
- Energy, Resources & Utilities
- Life Sciences & Healthcare
- Public Services
- Travel, Transportation & Hospitality
TCS’ clients include the Government of India, Apple Inc., Walgreens, Neilson, RBS, American Express, Nokia Seimens, Nissan, Bank of America, and many others.
TCS’ Best Campaigns
The #TCSPartOfYourStory campaign captures some of the most impactful stories of Digital India and TCS’ key role in building the country’s digital backbone, ranging from financial services, public services, healthcare, and pharma to logistics and supply chain networks, science and technology, consumer businesses, and so on, allowing people to reap the benefits of the technology boom that has transformed the nation and her people.
This ad provides an up-close and personal look at powerful TCS tales that impact everyone’s lives.
During the pandemic, TCS made another step in this approach by releasing the “TCS Belief Song,” which serves as a pick-me-up for people suffering from the pandemic. While the song is intended to be a motivational tool for employees—it depicts TCS employees and their families—the company’s name is not mentioned and it appeals to a larger audience.
TCS has even released the song on Spotify and Apple Music, intending to spread its popularity beyond its ecosystem.
These were the ways TCS ensured to maintain and build its reputation through the digital ecosystem. If you wish to create digital marketing strategies for your brand, you’re in the right place!
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