By Rahul Jethani
We live in a world of constant change, digital marketing is necessary and more and more we can see education institutions going online. This is giving more people the opportunity to learn without having to spend a lot of money. So if there is balanced marketing, learning can reach even more people and more powerfully, whatever learning it is.
Educational marketing strategies for Educational Institutions have to be individually oriented to the person according to needs and preferences. The approach has to be human, based on fostering people’s growth through knowledge and skills.
These Institutions have to take care of the corporate image they convey, as well as their reputation. It is important to maintain their seriousness and values with the companies with which they are related.
Email marketing strategies
Email marketing is a good option to gain new customers or to build customer loyalty. To define an email marketing campaign for educational institutions, it is essential to have information about the profile of the students or pupils to whom the campaign will be addressed. It is very useful for this data to be segmented by age, gender, origin or location, studies, etc. The aim is to personalise campaigns as much as possible. Through appropriate segmentation, we will avoid sending e-mail marketing of little interest, or to those who do not need what we offer.
As far as the content of e-mail marketing is concerned, it is necessary to offer real information, something useful for the reader, avoiding including too much text or too many images, seeking a balance is the most appropriate.
To generate a good newsletter for the education sector, in addition to the centre’s main courses and teaching activities, emails can be used to provide information about extracurricular activities, seminars, exhibitions, scholarships, etc.
The globalisation and digitalisation of education
Traditionally, the volume of information provided has been weighted, but nowadays, through the Internet and technology, knowledge is available to everyone, teachers, students, schools and parents. The aim is to offer information with added value for pupils.
According to Orbis Research, the global electronic learning market worldwide is estimated to exceed $275 billion by 2022, primarily propelled by the increase in internet users.
The evolution of digital educational content and new technologies are making the education sector increasingly international. With a single click, it is possible to attract talent, wherever it may be, and to enrich the student sector with cultural and social profiles of all kinds.
This internationalisation manifests itself in two ways. On the one hand, from the point of view of content, which is no longer based solely on the local environment of the students, but also of the training space, because the classroom is no longer the only physical place to learn.
New learning methodologies
Learning systems and processes have also evolved in recent years. Methodology is now combined with technology. Among the factors to be taken into account in Personal Learning Environments, the social environment is becoming increasingly important.
The concept has changed. Learning is no longer confined to the classroom, but is literally in the hands of the learner. The development of smartphones and tablets are becoming the undisputed stars of “mobile marketing”, forcing a different approach to teaching methodologies. As a result of these new training channels, educational centres and institutions have to develop their own mobility strategies, encouraging students’ creativity.
Furthermore, the education sector is making a clear commitment to e-learning, with the implementation of online or blended programmes and intensive online courses (MOOCs) for all types of students.
With the emergence of Web 2.0 and mobile devices, apps and tools designed for the education sector are appearing on the market, combined with effective learning strategies. These new methodologies need to be monitored and their effectiveness needs to be evaluated, and learning analytics is proving to be essential for these measurements.
Among the issues surrounding the education sector, in addition to technologies, resources, etc., concerning learners, is teacher training. The level of teachers is very important, not only to keep their knowledge up to date, but also to keep abreast of new technological and methodological tools, as they will be responsible for passing on this training.
Although teachers are gradually becoming more digitally fluent, there are still major challenges in terms of online training, but nothing that cannot be improved.
The importance of good positioning
There are an increasing number of educational centres and institutions in Spain, with all kinds of offers, services, languages, activities, etc. In this increasingly competitive educational marketing environment, a differentiation based on a proven and quality positioning is necessary. This is the only way for educational institutions to attract the right level of students.
In this sense, it is important to recognise the increased cost of attracting new students, both in terms of time and financial resources.
To achieve this effective positioning, it is best to use professional services, you can consult the most innovative digital marketing techniques in specialised agencies or consultants.
Loyalty of students, beyond the classrooms
It is increasingly evident that training does not end at the end of the classic stages of education, it is necessary and interesting for students to continue their training and development for many years.
This vision of a constant updating of acquired knowledge opens up a wide range of possibilities for educational institutions. It is about attracting first-time enrolments, but also about building student loyalty with an educational marketing strategy for the future.
In short, a digital marketing strategy focused on the world of education must be implemented taking into account the complete path of the target, the students, both before their educational stage at the time of recruitment, the relationships during their training and their loyalty after finishing their studies.