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Marketing And Education Platform Study

Background

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 on attaining certification as compared to China, and the 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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