India holds an important place in the global education industry. The country has more than 1.5 million schools with over 260 million students enrolled and about 751 universities and 35,539 colleges. India has one of the largest higher education systems in the world. However, there is still a lot of potential for further development in the education system. Let us understand the nuances of Digital Marketing for Education and Training Industry.
India has become the second largest market for e-learning after the US. The sector is currently pegged at US$ 2 billion and is expected to reach US$ 5.7 billion by 2020. The distance education market in India is expected to grow at a Compound Annual Growth Rate (CAGR) of around 11 per cent# during 2016-2020. The aim of the government to raise its current gross enrolment ratio to 30 percent by 2020 will also boost the growth of the distance education in India. (Source: IBEF)
Education in India has gone through a major transformation with people adopting the technological advancements. People have started using e-learning and distance education mode of learning with Number of Internet users in India could cross 450 million by June 17. IAMAI-IMRB report says Urban India has close to 60% Internet penetration, reflecting a level of saturation, but there are a potential 750 million users in Rural India
“Urban India with an estimated population of 444 million already has 269 million (60%) using the Internet. Rural India, with an estimated population of 906 million as per 2011 census, has only 163 million (17%) Internet users. Thus, there are potential approximately 750 million users still in rural India who are yet to become Internet users; if only they can be reached out properly.”
We cannot rule out the online medium of reaching people, acquiring and training them. Hence, using digital marketing to build the brand and generate leads has become indispensable. Consumers are now exposed to so many digital channels, be it facebook, linkedin, instagram, email, tumbler, etc so on and so forth that all the marketers need to consider these channels in their marketing strategy.
Imagine you are running a training institute or a university, the major challenge you must be facing is acquiring the students for your course. Your target student segment uses facebook, linkedin, and other social media channels. You ask your marketing team to design a campaign that generates leads and bring brand awareness to all the students who are interested in that subject. The digital medium helps you to choose your target segment based on interests, geography, job title, age, and similar parameters. It is also important to manage your reputation online so that any negative review doesn’t impact your brand credibility.
Similarly, there are tons of things you need to take care of while you execute a digital marketing campaign. Also, it is wise to outsource the responsibility to any agency so that you can focus on your core business and let the experts manage the campaign. Startups like Progro, Simplilearn, Edureka, and many more consider the digital marketing to build brand awareness and student acquisition.
Target audience for Education industry
While it is becoming difficult for the older generation to adopt the digital world, millennials have already immersed them in it. Nowadays, even the school going students have access to the internet. 93% of students in India have access to the internet. The average time they spend on the internet ranges from 3.4 to 4 hours (laptops and mobiles respectively).
According to research, 91% students in India use the internet to research courses / educational institutes in India as well as abroad. 4 among 5 Indian students consider the internet as their main source of college/course related information while 3 among 4 students feel the internet is a complete source of information for their searches regarding colleges.
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