A Digital Revolution is Transforming Learning
As a result of the digital revolution, people’s perception of business strategies has changed. People’s perceptions have been shaped by technology on digital platforms, from skimming the newspaper every day to receiving instant updates on social media. Communication and engagement must change as a result of this change in perception. As such, businesses have implemented strategies to engage with their clients through digital platforms and provide an interactive, meaningful way of communicating with them. The education industry is not exempt from this transformation. Contrary to the belief that changes in the “business” world are not applicable to education, digital marketing has assumed a crucial role in education.
Digital marketing in education has proven beneficial to students and their parents in a variety of ways. In order to communicate relevant information about online learning programs, course offerings, and schedules with parents and students, digital engagement played a critical role in schools and higher education considering the unique challenges faced with the transition to online learning. Due to the rapid changes in the industry in a post-covid, digitally enabled marketplace, students increasingly select colleges and fields of study through social media.
Not only have digital channels made education more accessible to people all over the world, but they have also been helpful in expanding global outreach and reaching the intended audience.
The availability of digital marketing has allowed higher education institutions to serve a wide range of learners, including those with full-time jobs, working parents, and others who cannot attend university in person. For instance, Coursera’s Women and Skills Report discovered that online learning has boosted the enrolment of UAE women in STEM courses between 2019 and 2021. Heriot-Watt University has launched Heriot-Watt Online, a global online education initiative aimed at providing higher education opportunities to non-traditional students worldwide. Thus, digital marketing has become critical in making education accessible to learners worldwide.
Furthermore, digital engagement enables educational institutions to offer personalized learning experiences to students, using data analytics and other tools to understand their unique learning needs and preferences. In today’s world, a one-size-fits-all approach to education is no longer appropriate. Online classrooms, blended-learning models, and the increased use of technology have transformed teaching methods, and with it, students’ needs. While higher education institutions still face obstacles in implementing personalized learning approaches, using digital tools to familiarize themselves with students’ diverse requirements is an excellent way to begin.
Because most young people use social media to choose their fields of study and find the right institutions, many studies have emphasized the importance of fostering student engagement through social media. This is especially crucial in the UAE, where 99% of the population has internet access, and the young demographic actively engages with social media. Educational institutions can use social media channels to engage with current and prospective students by engaging in popular dialogues about current events, sports events, and academic discussions. This can provide students with insight into the university’s values and ethos, promoting positive engagement with current students and attracting potential students.
Conclusion
As digital marketing is continuously changing and evolving the way people receive and act on information, educational institutions must keep up with the latest trends and techniques to understand their target audience and tailor their strategies accordingly. The use of digital marketing channels provides a valuable opportunity for students to find the appropriate universities and learning approaches. More importantly, it can assist universities and higher education institutions in making learning accessible to diverse learners worldwide.
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