Marketing And Education Platform Study
Background
The client is a global technology firm. They offer a variety of technology services including online advertising services and educational content on the adoption of their services.
Research Objectives
The client would like to gather in-depth knowledge and understanding of audience insights and behaviours for 2 different workstreams.
- How their competitors are currently leveraging 3rd party chat/ social/ messaging platforms to engage with target audience
- Gather insights and understanding of behaviours and preferences for accessing educational content
Approach
The study was conducted using online interviews with respondents from China, India and Japan.
- Agencies, providers of managed/ unmanaged services (3P)
- Brand teams responsible for steering the marketing and communications budget of their companies
- App developers, publishers who leverage ad to grow their base/ generate installs
Findings
Some of the overall findings include
- Use of 3P for business is currently facing resistance due to privacy and spam concerns. However it has potential if it is not considered solely a sales tool, but also a conversational marketing tool
- There are major differences in attitudes towards upskilling and education in China, India and Japan. Respondents in India place a higher importance to attaining certification as compared to China, content of communication of the client’s educational platform should cater to this difference
- A major opportunity is the closing of the gap for interaction and on-the-fly clarification of questions between educator and student
Application
Based on the findings from this study, our client was able to better understand how to effectively use 3P messaging to engage different markets, and also improve communication of their educational platform offerings to better suit the needs of different markets.
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