Personalisation in Ed Tech: A Key Element of 360 Digital Marketing
The value of the ed-tech industry in India was roughly 4.3 billion US Dollars in 2022[1]. This data indicates the amount of ever-growing competition in this industry.
In a situation like this, a definitive way for ed tech brands to stand out is by incorporating a personalised marketing approach. 71% of customers[2] admit they expect companies to deliver a personalised experience.
Personalisation helps brands build a rapport with their audience. It also encourages customer engagement and makes them feel valued.
Read on to learn the steps to deliver personalised 360 marketing services in the ed tech industry in India. Also, understand the significance and ways to implement a personalised marketing campaign for ed tech in India.
Steps to Create a Personalised 360-Degree Digital Marketing Campaign for Edtech Brands
A personalised marketing approach is lucrative but not easy to implement. It requires gathering and analysing huge sets of customer data. However, here is a step-by-step breakdown of the process to make it easier for ed tech brands in India to create a personalised marketing campaign.
Step 1: Get the Right Team Together
The backbone of creating any strategy is to have the right team. Ed-tech brands should form a group of skilful professionals who can teach well. The team should also consist of marketers who have experience in personalised marketing.
Step 2: Gather the Necessary Information
The key to a personalised marketing strategy is data. Next, essential data like age, educational qualification, academic interests, and preferences are needed. However, here, brands must ensure that the privacy of their leads is not compromised.
Step 3: Properly Segment the Audience
After data collection, you should sort the data based on different parameters. These include demographics, course interest, previous purchasing patterns and spending levels.
This will help the brand create relevant ads or emails that cater to its audience. Brands should also keep updating this segmented list to ensure relevancy.
For instance, the list of CAT aspirants should be updated after the people have cleared their CAT examination. This will ensure that brands do not send out content encouraging people to purchase the CAT coaching course to the wrong people.
Step 4: Choose the Avenues for Personalisation
Marketers can choose the various platforms to apply their personalised marketing strategy. They can use Google Ads, Meta Ads, email marketing or other marketing strategies. Another option is interactive bots on the landing page that deliver their personalised messages.
Step 5: Test and Refine the Campaign
Ed-tech brands should keep tracking their marketing campaign to maximise results. They should analyse the response rate, conversion rate, ROI, and other key metrics. And further, refine their campaign to produce a more effective marketing campaign.
Significance of Personalization for the Ed Tech Industry in India
Personalisation helps ed tech brands fulfil their marketing goals. This can help them build rapport with their audience. Ed-tech brands can create a personalised marketing campaign for the following benefits:
1. Satisfying Customer Experience
With personalised marketing, ed tech brands can connect better with their leads by suggesting courses that align with their academic and professional goals. This will provide a satisfying experience while encouraging them to purchase the course.
2. Enhanced Customer Loyalty
Customers tend to stick with it when they feel heard and valued. And personalised marketing does precisely that! It helps ed tech brands understand and address their customers' pain points.
However, to enhance customer loyalty, brands must be vigilant in keeping their database updated. Brands must update this information in the database if they witness a new subject interest developing in an existing student.
Then, they can send that student a personalised message demonstrating the relevance and importance of that subject. They should also suggest the best course recommendation or schedule a call with the subject expert to provide further guidance.
This will make them feel valued and increase their chances of purchasing the new course.
3. Increased ROI
With personalised marketing, brands can target the marketing effort to the target audience most likely to resonate with the message. This helps them reduce the costs of sending out irrelevant ads and messages. This makes personalised marketing a cost-effective strategy for ed tech brands that yields an increased return on investment (ROI).
4. Better Brand Reputation
Personalisation is the most effective way for brands to stand out. It makes the audience feel understood and portrays a caring image.
For instance, during COVID, an ed tech brand in India named Toppr used email and SMS marketing to share contextually relevant learning content with their potential and present users. They leverage real-time data to create tailored learning content.
Among the other 360 digital marketing approaches adopted by Toppr, this has made it the 7th-ranking[3] website in the world's distance learning website category.
Ways in Which Ed Tech Startups Can Implement a Personalised Marketing Campaign
A holistic approach to personalisation in marketing is effective. However, ed-tech brands can initially leverage these specific ways to implement a personalised marketing campaign.
1. Targeted Emails
Targeted emails are the easiest and most effective way for ed tech brands to include personalisation in their marketing campaign.
Marketers can leverage email marketing and automation tools to analyse and segment their mailing lists. Segmentation can be based on preferences, geography, age, etc., and targeted messages can be created to increase conversion rates.
This targeted email approach can address their audience's pain points and make them feel heard, increasing engagement and conversion.
2. Course Recommendations
Ed-tech companies have a plethora of courses and services catering to different audience sets. For instance, Unacademy, a major ed-tech brand in India, offers courses covering pre-medical subjects, CA, CAT, CLAT, etc.
Here, each course's target audience varies, allowing brands to stand out from the crowd. They can analyse their leads or audiences' preferences, purchase history and queries to recommend the course that best fits their goal.
They can suggest course recommendations via emails, paid advertisements or as a pop-up message on the landing page.
3. Social Media Platforms
Leveraging social media to deliver a personalised marketing experience is a beneficial strategy. There are various social media platforms, each with unique features and demographics.
Ed-tech brands should understand their target audience and then select the platform that the audience uses.
For instance, an ed tech brand, TrainerCentral, caters to educational entrepreneurs or trainers who want to create a global student base. Their target audience is individuals who strive to create a community of students. So, LinkedIn would be the perfect way for the brand to reach out to such individuals.
Next, brands can analyse the target audiences' work stream and deliver personalised messages to leave a mark.
Summing Up
While personalisation is effective, it isn’t as easy to implement. Marketers must gather, analyse, understand, and use customer preference data. Further, it requires flawless execution and consistency to reap the benefits of personalisation.
The best way to implement a personalised marketing campaign for ed tech brands is to contact 360 digital marketing professionals at Growth Jockey. We understand the value of personalisation and hence provide customised marketing solutions to brands.
As part of our digital marketing 360 service, we help brands with SEO optimisation, mapping customer journeys and increasing conversion and ROI.
Contact our professionals today to elevate the digital presence of your brand!
FAQs
1. What Is 360 Digital Marketing?
360 digital marketing is a strategy to reach the desired target audience using multiple marketing platforms. It is leveraging data-driven marketing strategies to create maximum impact and provide better ROI.
2. What Trends Can Ed Tech Brands in India Adopt to Provide a Personalised Learning Experience?
Ed-tech brands in India can include live training sessions, use of AR and gamification to make the learning experiences for their learners personalised and interactive.
3. What Ethical Conditions Should Ed Tech Brands Keep In Mind While Leveraging Data for Personalised Marketing?
Ethical considerations ed tech marketers should consider during data collection and usage for personalised marketing experience are-
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Ensuring transparency in data usage
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Ensuring the accuracy of the data
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Respecting the privacy and consent of the customers while collecting the data
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