Digital Marketing in EdTech

 

 

What is digital marketing?

Digital Marketing is a process of integrating various online marketing channels to attract, engage and convert customers on the web. Some of the major online marketing channels such as SEO (search engine optimization), SEM (search engine marketing) and Social Media (Facebook, Twitter, LinkedIn etc.) are being used by brands to connect with potential customers and amplify overall marketing performance.

A successful digital marketing strategy is the optimal use of various online marketing channels to implement both words ‘Digital’ and ‘Marketing’ in harmony. While basic marketing principles still apply in every aspect of digital marketing, this shouldn’t be considered “just another” new marketing channel. Digital Marketing is a refreshingly new data-driven marketing approach to better understand your potential customers and offers unique solutions to their needs.

 The importance of Digital Marketing:

It’s a reality that the world is shifting from analog to digital at a very rapid pace, people are adopting digital as a part of their time and consuming more and more content every day on mobile phones, laptops, TV and other digital devices.

The top most reason of adopting digital as core marketing strategy is the scalability, measurability, and complete control. Rather than conducting expensive customer research and survey, you can quickly compare the customer response rate and track the effectiveness of your marketing campaign in real time.

Digital Marketing at Vedantu:

At Vedantu, being a leading online tutoring company in India for 4th-12th grade, we understand that choosing the best teacher is not a cake-walk for parents. In our mission to democratize education, connect the students with teachers, who offer a range of courses for smart, effective and affordable learning.

Since our inception in the online tutoring vertical, we have witnessed the highest adoption rate for online learning in both students and their parents. We have tried to amalgamate various customer touch points to entice interest, engage, convert and re-engage customers. With the effective use of various digital communication mediums, including and not limiting to SEO, social media, and affiliate and email marketing. We are in constant touch with students and parents to keep them informed of the various key takeaways for them.

  • SEO (Search Engine Optimization): Parents and students are using the Internet to search best courses and teachers. We are trusted by various search engines and prominently visible on top keywords by offering informative and useful courses/content about online learning.
  • Social Media Channels:  At Vedantu, we believe that social media should be a place to engage with your potential customers by being a part of their everyday conversation. Our potential customers are frequently using social media and communicating with us regarding upcoming courses/ teachers etc. We feel proud to have more than 100K people connected with us on our different social media channels.
  •  Other Digital Marketing Activities: In order to make online learning possible for everyone and to reach out to the wide audience, we have associated with top network publishers like Google, Yahoo and many more to offer enough palatable content for their needs.
  • Personalized Communication – We are effectively communicating with parents and students by sending them personalized email and text message communication about the upcoming courses, new offerings and best teachers at Vedantu.

Today, Indian education system is no longer bounded to classroom learnings.  The rapid amplification in internet connectivity has been an important catalyst in the growth of online learning in India. With the Indian internet users are expected to reach 300 million by 2017, a large number of parents and students are still using the Internet for the first time from their mobile phone, this can be an ideal, personalized and best way to enable online learning accessible for everyone and we, at Vedantu, believe the D-day isn’t too far to reach!

P.S. – Stay tuned for next post on Social Media Marketing.


New Concept Marketing for EdTech

This is our first blog from a series that we are beginning in to highlight the nitty-gritties of Marketing @Vedantu. Let’s quickly brush up some basics and then I’ll take you through the various efforts of marketing put forward by my team at Vedantu.

Definition

Well, marketing has been there since the beginning of time and the definitions have kept changing ever since to accommodate the best roles for a marketer. A most recent and comprehensive definition that I could find is

‘The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four ‘Ps’ of marketing are product, place, price and promotion.’ Source.

Understanding the Definition

Although most people believe the marketing is only about sales and advertisement, but it is way beyond it. It comprises everything that a firm does to make the potential customer aware of its product/services, acquire the customers, and to build and maintain a relationship with them. So in all, marketing aims at matching the demand and supply right to ensure the profitability for an organization. In this pursuit, marketing at any organization follows some tried & tested components and invents some new ones to achieve its goals.

Here in this blog, I’ll take you through some of the marketing components that we at Vedantu used for creating the awareness around an entirely new category –Online LIVE Personalized Tutoring Service, and take it a step ahead.

Marketing at Vedantu

Category Creation

Personalized Live Online tutoring was a totally new concept for both students and parents in India though it is somewhat known in Western and a few south Asian countries. Most companies working on the online tutoring space in India were and are offering recorded lectures to students online. For us at vedantu, the first and foremost challenge was to spread awareness about the concept and bring in a behavioral change for the audience. It was important for us to make them understand that Vedantu is not doing something that every online tuition service provider is doing, but something significantly different and impactful and they can see the impact directly on their/their kid’s academic performance.

Awareness

We kick started our category creation campaigns via time-tested mass media channels in our home city – Bangalore. The objective was very clear, to educate our audience about the category we are representing and showcasing the USPs that cater to various pain points of parents and students in our city or for that matter any city in India or abroad. These campaigns gave us some great insights and helped us sense the pulse of parents & students – our actual consumers. This helped us plan better our awareness campaigns for a wider audience spread across geographies through similar and, in fact, newer and innovative channels.

One thing we always kept in mind while planning any campaign was – to raise the awareness of the category and NOT keeping the focus on brand-building for Vedantu. Also, we focused on making sure the results are measurable and are achievable with a penny-wise budget during the nascent stage of our business.

Engagement

While all our awareness campaigns were helping us rise category awareness and build brand recognition, we simultaneously launched audience engagement drives through both offline and online mediums. While social media and digital marketing gave us the liberty to connect and engage better with a much wider audience in terms of geography and reach, our direct marketing efforts helped us connect one-to-one with audiences in selected cities with acceptance towards a newer concept like ours.

This coupled initial campaigns gave a synergized effect and helped us make a mark on our audiences’ memory while still keeping our focus intact on the category creation rather than the rat-race brand-building. I want to conclude it with divulging a magical number – Almost 8 out of 10 people in Bangalore and surrounding area know Vedantu in spite of least efforts on building the brand and focusing solely on creating awareness about the new category we are playing in!

Give your ears to couple of our on-air campaign spots –

Stay tuned for more Vedantu marketing action in upcoming blog posts from me.