Analysing marketing in the e-learning industry

Jobs for life are a thing of the past. Technological shifts in society have changed the way we work. Companies have followed suit by training employees with e-learning to fill a skills gap that now affects most industries. At the same time, people of all ages are furthering their prospects in and outside work using a multitude of e-learning providers. E-learning’s convenience, flexibility, and cost-effectiveness has appealed compared to traditional classroom techniques.

We’ve comprehensively researched the market to provide crucial insight for any marketer, entrepreneur, or investor.

Market understanding

Technology continues to have a dramatic effect on the jobs market. Machine learning, AI and robotics have been developed to solve society’s greatest challenges, but their efficiency and speed has raised concern. Many roles have or are expected to be automated, while others now require a new set of skills.

At a crucial time in the UK’s future, e-learning provides a potential solution. Its active learning methodologies make it highly appealing, whilst also being flexible and cost-effective. Consequently, E-learning has the potential to transform society and upskill an ageing workforce. To what extent the National Curriculum and higher education changes to accommodate remains to be seen.

Marketing strategy

Despite its steady rise, E-learning is yet to be dominated by one player. The e-learning market has multiple established players, many of which have been around for a decade or so. Despite this, new entrants are forming all the time. Changes in technology have repeatedly levelled the playing field. Having said that, LinkedIn’s purchase of Lynda has given the company much greater marketing muscle than the rest of the market.

The main players all share key similarities in marketing approaches. They almost completely focus online, selecting channels that can be assessed for return on investment and omitting channels that generate broader societal awareness. They focus on capturing prospective individuals and clients during the research and consideration phases. To do so effectively, they combine an integrated set of digital channels.

Marketing activation

E-learning companies predominantly use in-house teams and small, specialist agencies to implement their marketing efforts. This is reflective of their limited budgets compared to other industries, as well as a desire to retain control of their approaches. These companies typically spend a significant amount of their resources optimising their websites, before integrating a host of marketing tools to optimise in-bound campaigns. Interestingly, their websites are predominantly designed to create a trusted reputation over an emotional connection. This is then reflected in the agencies they select to assist them. The lack of overt creativity doesn’t however take away from the sophistication of their marketing efforts. It is a fiercely competitive industry where success is cleverly orchestrated.

This research includes

• 10 pages of analysis (3,000 words).

• Evidence-based approach.

• Case study examples and success stories.

• Main tools/services/agencies.

• References for additional reading.

• Published February 2020.