LONDON--(EON: Enhanced Online News)--Technavio’s latest report on the global education marketing services market provides an analysis on the most important trends expected to impact the market outlook from 2017-2021. Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.
“Educational institutions globally have been embracing education marketing services. This is because educational institutions face challenges in terms of attracting and recruiting international students along with quality enhancement initiatives. Most institutions have budget-related issues that restrict their choices of ed-tech solutions.”
Jhansi Mary, a lead research analyst from Technavio, specializing in research on education technology sector, says, “Educational institutions globally have been embracing education marketing services. This is because educational institutions face challenges in terms of attracting and recruiting international students along with quality enhancement initiatives. Most institutions have budget-related issues that restrict their choices of ed-tech solutions.”
The global education marketing services market was valued at USD 31.96 billion in 2016 and is expected to reach USD 54.32 billion by 2021, growing at a healthy CAGR of more than 11% during the forecast period. Schools are accepting software solutions to simplify various recruitment and admission processes and enhance connectivity among students, parents, and teachers.
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The top three emerging trends driving the global education marketing services market according to Technavio education research analysts are:
Use of social platforms
The education industry is exploring multiple avenues to reach out to students across the globe. This recent trend suggests that the education marketing services providers are using capabilities of social networking sites to attract students and exchange information them. Earlier, these activities were carried out by e-mails and websites of institutions. Recognizing the presence of a large scale of students on social networking sites such as Facebook, Twitter, LinkedIn, and YouTube, institutions are gradually designing their marketing and promotional activity programs for these platforms.
“In addition, with the help of the social media platforms institutions can carve out better ways through which students themselves can find and contact institutions. Snapchat and faculty and student bloggers are examples through which institutions are providing news coverage and messaging facilities,” says Jhansi.
Rising analytical applications
Big Data has immensely impacted the education industry since its advent. There are numerous application areas for Big Data, and institutions have already adopted analytics in ways such as adaptive learning. Recently, marketing services have emerged as another area through which institutions can interact with potential students by personalized communication.
With web analytics, institutions can collect, store, and analyze data created through online trails. Such tools empower institutions to anticipate and determine the needs of prospective students prior to their inquiries. Therefore, capabilities of institutions have been enhanced as they have shifted from post-inquiry personalization to post-click personalization.
Increasing marketing services through mobile platform
Mobile devices have long become an inherent part of the education system globally. They have penetrated the classroom teaching system by accessing information and learning. Their potential has also been observed in accelerating marketing activities. The online accessibility of information is replacing the earlier print methodology of contacting students and parents such as mails and postcards.
With the help of an app-based inquiry system, education customers are offered a much convenient method to connect with institutions. At present, these devices complement marketing activities. However, in the years to come it is expected to become an imperative mode of delivering information and inquiry-related messages.
The key vendors are as follows:
- Agile Education Marketing
- Educational Marketing
- Enrollment Marketing Solutions
- Sprint Media
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