Post by account_disabled on Dec 20, 2023 3:50:55 GMT
On as many audience points as possible, telling ourselves that depending on the media we should reach this or that target. And this, even when we claim to be doing inbound marketing. The customer is rarely a subject. What are the still untapped avenues for the digital strategy of business schools? This first analysis shows that digital communication based on the brand is done by all schools and that it gives results on the French market. On the other hand, the potential remains significant internationally. Push can therefore probably be further improved but this is, I think, the main lever for growth and development.
On the other hand, the PULL approach, which is based on demand and not Email Data on supply, seems not yet to be implemented and the potential for growth, not to say disruption, is real. Beyond the Push/Pull concepts which essentially relate to offline marketing, it is above all the “customer centric” approaches which have not yet been deployed. At the risk of repeating myself, schools devote most of their efforts to trying to ensure that their brand communication reaches as many people as possible by communicating on digital spaces where they think they will reach their audiences. Very few schools have a different and yet complementary approach consisting of understanding the needs and especially the problems of their targets.
There are 2 benefits to doing this: Much more proximity with non-customers. Virtually no competition given that no school has (a priori) put these approaches in place. However, as we saw previously, this is where most of the demand is located. By not targeting these market segments, you only reach a small part of your potential audience and therefore let potential customers go elsewhere. The good news is that these strategies are now accessible. It is possible to develop real and deep customer proximity by being at the heart of their issues. This doesn't happen in the blink of an eye, it takes a little time and expertise, but it's a real opportunity to make a difference and implement a digital blue ocean strategy.
On the other hand, the PULL approach, which is based on demand and not Email Data on supply, seems not yet to be implemented and the potential for growth, not to say disruption, is real. Beyond the Push/Pull concepts which essentially relate to offline marketing, it is above all the “customer centric” approaches which have not yet been deployed. At the risk of repeating myself, schools devote most of their efforts to trying to ensure that their brand communication reaches as many people as possible by communicating on digital spaces where they think they will reach their audiences. Very few schools have a different and yet complementary approach consisting of understanding the needs and especially the problems of their targets.
There are 2 benefits to doing this: Much more proximity with non-customers. Virtually no competition given that no school has (a priori) put these approaches in place. However, as we saw previously, this is where most of the demand is located. By not targeting these market segments, you only reach a small part of your potential audience and therefore let potential customers go elsewhere. The good news is that these strategies are now accessible. It is possible to develop real and deep customer proximity by being at the heart of their issues. This doesn't happen in the blink of an eye, it takes a little time and expertise, but it's a real opportunity to make a difference and implement a digital blue ocean strategy.