Opinion: 7 marketing tactics Edutainment brands need to focus on

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Prerna Uppal, Chief Partnership Officer at KidZania India shares her thoughts on the evolved edutainment marketing industry and how brands need to adapt to new age marketing ideas to keep up.

Recent times have witnessed key developments in the edutainment market. A lot of companies are focusing on organic growth strategies such as product launches, adoption of advanced technologies like 3D animation, virtual reality, and attractive digital surfaces alongside inorganic growth strategies like acquisitions, partnerships, and collaborations. These activities have paved the way for the expansion of the business and customer base of most market players. The market players from the edutainment market are anticipated to have lucrative growth opportunities in the future with the rising demand in the global market.

For this, it is imperative to retain existing consumers in addition to attracting new ones. In this scenario, jumping onto the marketing trends bandwagon is extremely beneficial, especially because building a fruitful marketing campaign, calls for keeping up with the current marketing and business trends.

Below are a few newly evolved trends in the edutainment marketing space: 

1. Increasing D2C promotions: 

Nowadays, if a product or service is accessible, buyers will enjoy it. Since the pandemic, this direct-to-consumer reach has grown and is still growing. It is more important to advertise it wisely if you want to improve edutainment marketing and get more people to sign up for your product or service themselves. Not just using social media, but also directly contacting customers via emails, SMS, and other channels.

2. Experiential marketing: 

Before making a purchase, consumers love trying products and services for themselves. They may select what is advantageous or undesirable for them with the help of experiential marketing and make the right purchase decisions. Customers generally trust brands that prioritize experiential marketing. Many companies offer customers free giveaways, free goods, and free services that help customers experience a product before actually investing in them. In this way, brands earn trust and loyalty, which aids in the development of their goodwill and, ultimately, strong sales and lasting relationships.

3. Personalized/ customized marketing: 

The trust of its customers is earned by a company that is honest, open, and constantly willing to hear recommendations, grievances, and advice from its customers and make changes accordingly. People are drawn to products and services with a personal touch as everyone has various perspectives and skills, thus customization is usually helpful in meeting the needs of a wider market. Also, when a brand cares deeply about the feedback and evaluations they receive, it only helps the brand gain market share. Promotion and personalized advertising always aid in boosting sales.

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4. Interactive/ Two ways marketing: 

This is a practice that centers on individual customers' and prospects’ actions. Because it involves marketing endeavors that are prompted by consumer behaviors and preferences, interactive marketing represents a significant departure from conventional campaign-based marketing strategies. Interactive marketing, a customer-centric strategy, entails responding to customer activities and working to satisfy their expectations and needs.

A brand can conduct surveys and polls to find out which goods and services are effective and which require improvement. Also, interactive tools such as quizzes, calculators, branching content, games, and interactive videos provide a more powerful experience for the audience.

5. Social media marketing: 

People spend hours on social media, making it a tremendously effective tool. Consumers are drawn to short-form content facilitating real-time conversations on social media, where participants can be entirely open and get answers to all their queries. The ability to access live content is offered by all social media platforms which substantially alters the way that people communicate with their intended audience.

6. Influencer Marketing: 

Influencers are professionals in a variety of industries who have a significant following on social media. Their readership is very active and responsive to the content they offer. It has evolved into one of the most indispensable forms of advertising. Collaborations with influencers are becoming more and more popular among marketers for brand promotion. By doing this, you can reach a bigger audience and help your business become more well-known. Influencers having a smaller fan base are known as micro-influencers (ranging between thousands to tens of thousands). Despite having fewer followers, their content receives high levels of engagement. This promotes the quick growth of brands.

7. Metaverse Marketing: 

One of the most incredible developments in the ever-evolving sphere of technology is the metaverse. It is a distinctive online setting that has quickly swept over the internet. One of the big marketing trends that will continue for a long time is metaverse marketing. It is a network of virtual worlds in the third dimension devoted to the development of interpersonal relationships. The potential of the metaverse and its proper definition must be understood by digital marketers. The most valuable target demographics for metaverse marketing are millennials and Gen Zers.. There are numerous ways to use the vast metaverse, which is its own reality, to your advantage.

This article is authored by Prerna Uppal, Chief Partnership Officer at KidZania India.

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