How data can influence the marketing strategy for an education company?

A big conundrum facing the education industry in general and edtech companies in particular is the communication to the customer. Should the communication be addressed to the student (who consumes) or the parents (who pays) or the education leaders (who influence)?

While analyzing the data for an Indian education company channel, found this insight, which reflects the challenges one faces in communicating.

At first sight, the data reveals that 27.8% of the group which consumes the service are 18–24 and 23.8% and 21.5% are in the 35–44 and the 45–54 age groups, respectively. The latter two are probably preparing or planning for the education of the youth. The two age groups are most likely a combination of the parents who pay (predominantly) and the educational leaders who influence (to a lesser extent)

When we look at the average view duration, average percentage viewed and watch time, it is a complete reversal. The communication comprises of videos ranging from 1 minute to 3 minutes.

The average view duration (0:12), average percentage viewed (21.2%) and the watch time (11.8%) is the shortest for the 18–24 age group. Is it a reflection of the shorter attention span of the youth?

The average view duration (0:47), average percentage viewed (50.9%) and the watch time (39.1%) is the longest for the parent age group. Is it a reflection of the interest they have in the welfare of the youth?

The average view duration (0:34), average percentage viewed (37.3%) and the watch time (25.5%) for the 35–44 age group. What could be the motivation for this age group?

The statistics for the 25–34 age group who could possibly have far lesser stakes is interesting, the views are closer to the 18–24 age group (26/9%), but the average view duration (0.25) and the watch time (23.6%) is almost double of the 18–24 age group and the average percentage viewed is 50% more than the 18–24 age group.

The many questions that arise are

Should we segregate the communication meant for different age groups?

Should we use content and the presentation style that captivates the youth?

Should we use informative content to create awareness about emerging trends to the older age group?

How can we use technology to enable a more personalized mode of communication to the different age groups?

What are your thoughts? Will be delighted to learn from your perspectives

A mature management professional with more than two decades of operations experience in Education Management, IT Training, Industrial Training, Higher Education