Did you know that the education sector is among the world’s top industries that use social media in their marketing strategy? According to the Indian Market Research Bureau (IMRB), a large majority (about 80%) of students (and their parents, especially in India) use online sources to read up about educational institutes that they’re interested in.
The healthcare industry of today is not the same as it was a decade ago. With the arrival of corporate hospitals and privatized medical services, along with an increasingly ‘search-oriented’ population that relies on the internet for most of its medical information, the industry has to change the way it does its marketing.
Marketers use many different metrics to measure the effects of their marketing efforts – email click-through rates, website visits, conversion rates, generated leads per channel, social media likes/shares, blog post comments/shares, and so on. To expect your boss to pay close attention to ALL your marketing metrics is like expecting a raise for every single deadline met by you.
My friend often says, “I love technology – you can sell it to anyone.” Technology has, over the past two decades, become the backbone of every industry, from agriculture to energy, from manufacturing to retail and from consumer goods to financial services. And therein lies the problem.
For long, advertisers have used Maslow’s hierarchy to dictate the abstraction at which they need to write adcopy. While Sprite quenches thirst (physiological), Coke opens happiness (self-actualization). If Rolls Royce Phantom exudes luxury (esteem), BMW is driven by heart (self-actualization).