Education

Is the education sector succumbing to the big technology platforms in the pursuit of young people's interest? 

The technological evolution of training and educational institutions has long been a constant in the various markets in which we operate. The driving effect of the pandemic has led to an analysis of extremes from which some conclusions can already be drawn: 

• hybrid models of environment (online or face-to-face) taking advantage of the best of each in relation to the contents transmitted,
• the importance of obtaining data at all stages of the relationship with the student, which will allow subsequent adaptations of methods and content,
• o the differential value of an adequate communication of values behind the process: resilience, effort, collaboration and critical sense, among others.

All of the above will probably mark the beginning of a new leap in the educational model.

 The global awareness that this is a process over many years of our lives, which has to combine knowledge and soft skills and, probably, adapted to a labor market very different from the current one, makes educational institutions reconsider their digital evolution strategies in place so far.

How can they carry out this point and continue on their digital evolution routes without losing what has been achieved, but incorporating behavioral changes in a sector that is so sensitive to economic and social ups and downs?

First, by taking on a roadmap shared by everyone in the training value chain: the learner's journey. For years, we have been going through the purchasing decision stages of users and customers of all types of products and services. In marketing jargon we call it the Buyer Journey. It is about adapting it to the multiple training processes that we will be part of throughout our working life.

This not only involves understanding when someone begins their phase of Awareness phase to position our brand, or giving them the possibility to compare offers if they have advanced to their ConsiderationWe have to structure at the same time, the collection of information of the whole process until we can categorize that person within a behavior to which we can direct our most specific value offer in each case. It is the union between attraction marketing and data analytics applied to behavior.

At Smartup, we develop multiple projects under the Internet of Behaviour (I.O.B) paradigm as a methodology to resolve frictions throughout the conversion funnel of the educational institutions we work for.