The Importance of Omnichannel Presence in
Modern Edtech Marketing
By this point, the idea of optimizing your omnichannel outreach and presence has been well established and is no longer an emerging trend. Instead, it has become an absolute necessity to master. Increasing your omnichannel presence is a widely recognized strategy for successfully engaging with prospects and current clients, gathering feedback, or promoting new offerings. Let’s look at the key components of omnichannel marketing strategy and its relations to EdTech.
As you may already know, a marketer’s tool belt is never complete without social media platforms. In 2021, the Pew Research Center reported that YouTube and Facebook are the most popular social media apps for Adults in the U.S., with 81% of responders saying they use YouTube regularly and 69% reporting the same for Facebook. For adults aged 18-29, the most popular social media apps are different. The majority report that they use Instagram, Snapchat, and TikTok the most. These demographic differences illuminate why it is critical to tailor social media campaigns based on the target audience.
With so many people and businesses using this communication and community-building tool, it shouldn’t be surprising that teachers use these platforms in significant numbers as well. Targeting the clear leaders in the social world, namely Facebook and YouTube is a good strategy for marketing communications that intend to appeal to a broad audience. While there are certainly other network options available, it’s important to be sure that your targeted group of educators has a significant presence there before moving forward.
Email is a digital tool that has proven its effectiveness when used correctly. Its permanency, audience customization abilities, rich support for various types of content, and general usefulness have all contributed to making it an enduring form of digital communication.
Email marketing may be useful in its own right, but it presents unique challenges, which is why it is beneficial to have a professional on your side when constructing a campaign. It can be difficult to convince prospects to open a message and take action. Email marketing is most effective when the business has a large email base, broken down into easily targeted audiences. However, email also offers plenty of advantages:
- Educators and administrators alike use email as part of their day-to-day duties.
- Email offers a sense of exclusivity for many email clients. When one message is open, it’s the only message directly visible on the screen.
- The business has a chance to share a variety of content, supplemental information, and calls to action, making it effective throughout the marketing funnel.
- Email shouldn’t be overlooked as it continues to offer long-term value for nearly all EdTech marketers.
An omnichannel strategy isn’t limited to the digital world, and the two can even be linked. Direct mail is even older than email, and there haven’t been major changes to its production and use in that time. However, it remains an effective tool for outreach when used correctly.
Direct mail offers a unique strategy for outreach that can’t be recreated through current digital means. Seeing a piece of mail and physically interacting with it is a different experience at its core, and it can have plenty of value for EdTech marketers who need physical materials to do their job well.
Supporting your omnichannel strategy
No matter the specific channels your organization chooses to use or the size of its campaign, every omnichannel strategy has a better chance of success. This is especially true when accurate, current, and complete data is available to identify prospects and ensure marketing messages reach them consistently. To learn how Agile can help, get in touch with our team of data, marketing intelligence, and engagement experts today.