• 24th Jul 2019

Digital Marketing - Emerging Trends for Education Sector

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  • Posted By-Partha Sarathi Ghosh

Now, people use laptops, tablets and mobile phones. Traditional media is in heavy decline whereas Digital Media is on the rise. Companies like Jio, Airtel, Vodafone etc. have increased internet usage in India. Digital channels include Search Engines, Social Media, Internet Marketing, Mobile Marketing and E-Mail Marketing and so on. Digital marketing spending is growing every year.
Digital marketing has taken the world by storm and education sector is no exception. Most universities and institutions now experience that they are using digital marketing in various capacities to connect with students and get in touch with prospective applicants. And increasingly, higher education providers are reporting high levels of success from their digital marketing campaigns. But digital marketing is constantly evolving and modern students are more aware of online marketing techniques, making them more intricate to engage. Most school marketing departments understand that digital marketing techniques require being user-friendly and easily accessible on both Smartphone and Computers.

One of the biggest advantages of digital marketing and the key to its success is that marketing through digital mediums allows for personalization and creativity on a scale never before imagined. With digital marketing, one can react and respond to emerging trends and engage with students directly. But with so many digital marketing tools to choose from, it can be complex to recognize the most relevant approaches for your individual needs, leaving university marketing professionals frustrated by a surplus of options. The contents Digital Marketing should be informative and relevant. Modern students are less responsive to traditional marketing techniques, but still, expect their prospective schools to reach out to them through digital media.
Digital Marketing utilizes email marketing, social media, high-quality original content, SEO, and data analysis to bring the most qualified students directly to your programs. Further, this can be effective to engage students on a personal level, and the carefully crafted content leverages institution brand so that institutions have the most visibility in all the right areas.
Student Admission Marketing:
Student enrollment marketing is a collective strategy employed by institutions to attract and engage prospective students, and in today’s fast-paced, global academic environment university and institution marketing strategies have a direct impact on not only enrollment but recognition and retention. The prospective college students of the twenty-first century are different from earlier generations. They’re highly mobile. They are informed and connected, and they are more aware of traditional marketing strategies. And, now more than ever, potential students expect a personalized, high-value experience. The demands of this new generation of students, both domestic and international, present university and private institution marketing and enrollment departments with diverse challenges as well as exciting opportunities to connect with and explore new prospects. We have to understand that modern enrollment marketing goes beyond merely passing useful information. Marketing solutions respond to the needs of the educational institution from the identification process straight through to enrollment and retention, and the first step to retention is building a strong relationship with qualified inquiries. 

We have to help create and nurture a productive relationship with students. We have to invite students to communicate directly with admissions offices. We have to work to develop a marketing strategy that will optimize the visibility of institution brand and target ideal candidates. Of course, a positive engagement experience with qualified inquiries helps to establish a long-term relationship, but a successful marketing plan also depends on positive conversion rates. Digital Marketing simplifies the marketing process and collects all the information in one easy-access system, allowing admissions officers to respond quickly and efficiently to qualified students.  
Promotion through Blogs
Blogs, banners, and forums are yet influencing domains of online marketing. They can make your business stand out from the crowd. They are capable of building a good impression on viewers. A blog for marketing your products and services can give your business an identity and a voice to gain visibility on the Internet. Blogs being interactive, the others can share their opinions on the blogs. By authoring a blog, your business can get an expert position in the industry. In today’s world of online marketing, blogs contribute a huge share. Each time you write a blog post, one indexed page is created on your website. It intimates Google and other search engines that your website is active. This intimation makes the search engines check your website frequently to see the new content you published that they should surface. Thus, every blog post is an opportunity for your business to be prominently visible to the search engines and increase the website traffic.
Promotion through E-Mail
E-Mail marketing is promoting your business by sending overt E-Mails and newsletters. It uses promotional letter clubbed with product and service details to deliver the business message to the students. It is cost effective method to convey your message to highly targeted visitors. Results of E-Mail marketing are quantifiable and measurable. You can interact with the customers to answer their queries using automatic responders and enhance the customer experience with your website. You can offer the options such as signing-in to subscribe to your newsletter. You can make the emails catchy and crisp, so that they don’t make recipients annoyed. Also, you can use selected best words in the subject line to boost the open rate.
Promotion through Mobile
It is creating awareness about the courses and promoting it on smartphones that people carry students inseparably. Use of web-enabled smartphones in last decade has increased exponentially. The people use mobile devices to communicate with their family, friends, colleagues, and acquaintances. They stay connected to the society on various social networks, keep themselves updated on current affairs and lifestyle. Apart from accessing E-Mails, browsing, and messaging, people spend a huge amount of time on mobile apps for their utility and entertainment quotient.
Today, the mobile devices such as smartphones, e-books, and tablets are inseparable parts of their daily lives. Mobile advertising takes the advantage of this thereby reaching out to the hands, pockets, and bags of the people.
Promotion through Online Banner
Banners are long strips of cloth with a slogan or design. It is an online advertisement in form of a graphic image that appears on the webpage. They are carried for demonstration, procession, or hung in a public place. There are internet banners in parallel to tangible banners for advertising.
Promotion through Social Media
It includes creating profiles of your brand on social media platforms such as Google Plus, LinkedIn, Pinterest, Twitter, Facebook, etc. It assures that you remain connected to the existing or potential customers, build awareness about the products and services, create interest in and desire
Promotion through Search Engine
Search Engine Marketing is the process of gaining market online by purchasing Ads on search engines, say Google, Yahoo, or Bing. SEM involves the promotion of websites by increasing their visibility in Search Engine Result Page. This helps education institutions to enhance their visibility.
In nutshell, to reach the students digital marketing is going to play a pivotal role in days ahead. Good numbers of students are now literate digitally. Further, its numbers are increasing at rapid pace. Because the future of digital is bright, now more and more educational institutions inclined to avail the advantages offered by various digital promotions. The bond between internet savvy and responsive institutions will gradually tighten. Educational sectors are going to be a catalyst for change.

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