At the beginning of the pandemic, isolating the entire population in their respective homes led to a disruption in the education business. The teachers didn’t know how to adapt to the new technology and the students couldn’t make the right choice from the plethora of online classroom platforms.
For websites, selling educational based content fell short due to not being able to sectionalize their services to the right consumers. Here, EduMarketing came as a messiah to them. The gap that had been made by the content sellers and consumers was bridged by the correct marketing on various platforms. Let us endeavor into the two perspectives of the two main parties who played in this game.
From the perspective of the marketer:-
In the time of complete lockdown due to Covid-19, education took a step further in terms of digitization. From first-world to third-world countries, the lockdown paved a ‘new normal’ which was online classes. Online classes were there earlier too but they were limited and the quality of the online lectures weren’t as responsive as they are now due to the switch to Zoom, Google Classroom and Microsoft Teams, etc. EduMarketing has both an educational piece to the content and a marketing piece to the content. This was a huge opportunity for EduMarketers because their area of dominance has bifurcated to new heights. Thanks to more available time everyone wanted to learn something new, everyone wanted to get back to schooling. Schools had a sudden boost in prospective students.
From the point of view of a marketing specialist, this was the time to convert interested candidates into tuition-paying students. The tie-ups between institutions and marketeers increased as the schools enlarged their capacity of accepting students. The resources for promoting the sites had been reduced due to the budget cuts. The reduction had also occurred in the size of teams owing to the massive layoff of workers. Now, the teams were small but more proactive. The students had the flexibility because they aren’t tied down to fixed timings of the classes and the breakthrough from the traditional classes became the selling point. The idea was to give world-class learning from anywhere and for anyone.
The content and education are used to deepen the relationship with the client. There are various courses in the part of educational content but to monetize it, marketers targeted industries and brought them on board to build the skills of the employees. Suppose the course is about sustainable fashion or fast fashion then the fashion businesses are targeted so the employees upskill themselves while on the job enabling them to relate to the practical application of the ideas. The same goes for entrepreneurial courses or learning JAVA/SAP, or if the content can benefit doctors or pharmaceutical companies, they pay for it. This was industry-based learning. The reach was broadened in EduMarketing to acquire more customers in a B2B way. The concept of creating an educational curriculum and transforming it into digestible marketing content for the masses in various forms (articles, videos, magazines, infographics, interactive quizzes, email updates, online courses, etc.) helps people better understand one’s area of expertise and positioning themselves in the organization as an Industry Leader.
The collaboration happened between Private Universities, Public Universities, Public/Community colleges, or any Private Institutions with the sites of EduMarketing who became the middlemen to popularise even those courses which generally don’t have many interests. With some room between the outbreaks of the pandemic and us, we can now see that during the lockdown, those companies that stayed in touch with their audience saw improved open rates and click-through rates. Autumn is indeed the busiest season for EduMarketing, and this year it was more important than ever to become forceful and carve out the market share. Marketers prioritized innovations, utilize demarcation, for example, teachers experiencing a local lockdown may be able to resolve a particular need. Thinking deeply about the audience, how things have changed for them, what new problems they are facing in the coming year and how the site can help overcome them. Upgrading customer care services and sales management has helped the educational sites in getting the users to reach the competitive edge.
From the perspective of schools:-
Schools had a dynamic shift from their traditional classroom teaching style to digital platforms. Most schools already had some percentage of digitization in the form of smart boards, digital libraries, and online classes but in-person teaching became obsolete during the pandemic. The entire curriculum had to be taught through a screen, and that was the real challenge. As the schools could accept more students now for their various courses, the number of courses increased. The schools could offer access to specialized courses designed according to the student’s need of expertise. Schools that were perhaps once fiercely loyal, or too busy to shop around for what they needed, are suddenly forced to try out new solutions to their problems.
This was an opportunity for blended learning. These days online learning platforms employ a variety of different activities, ranging from streaming video lectures to interactive games, to help students better consume new material. The faculty had to learn new skills to come up to date with online teaching through different mediums. The teachers could get a more one-on-one approach to teach their students who might have been lost in a classroom.
As there are no physical classes, the institutions can profit more as the external costs for electricity, maintenance, and custodians are reduced. There’s a breakthrough in faculty because anyone from any part of the world can teach in another part of the world. The accessibility that these schools received through Edu-marketing did wonders for advertising not only the courses but the faculty as well. The cost of courses has reduced so this meant less debt or financial obstacle for the students and more business for the schools.
In totality, educational-based marketing has boomed in the time of the pandemic by providing skill-based courses and approaching new forms of teaching. This has benefited the online education-based businesses and the institutions in venturing into higher growth and reach. Edu-marketing supports educational institutions to identify the best means to take their academic offer to potential students of their programs and to support them so that they can access training according to their interests. The world will take a lot of time to repair the damages that have been done and classroom teaching might not have the same importance as it had before. But with this new normal we are adjusting and hopefully, you will too.