Digital Marketing Tools for Institutes – An Agency Perspective

Authors

  • A. Siluvairaja

Abstract

India has an ever increasing 60 million tablet, 450 million mobile phones and around 500 million internet users in 2018. Indian Higher Education system has more than half a lakh higher educational institute infrastructure with ever rising and wide faculty of choice(MHRD, GOI). Attracting good, diverse students is a challenge for any educational Institution. In 2015-16, 50% of seats alone were vacant(9,07,736) in under and post graduate technical programs in the country(India today, 2017).  The efforts of educational institutions in attracting students if not best students is always a challenge. The return on investment on traditional methods like newspaper advertisement, radio, television promotions were inefficient and ineffective. On the other hand the parents, students were with in-adequate information, knowledge and choices on educational programs. There is a link-gap between demand and supply. The digital age has started finding solutions to connect good, diverse and right student population across the country with right educational institutions. What education institutions could not do in reaching out to students and parents is fulfilled by these Digital start-ups and agencies.  An attempt is made to understand various options, strategies of these Indian Digital agencies in this space. This paper establishes a conceptual foundation describing the various tools and techniques available and used by internet startups, digital agencies, Business schools on marketing the educational programs.

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Published

2020-04-15

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Section

Articles