Those people in charge of marketing and communication in the training industry are currently facing huge challenges in communicating with their audiences which, at the same time, are also opening up new possibilities regarding the work they carry out to position their brand, attract potential clients and boost the loyalty of existing ones.
And, of course, we must consider a broad and ever-increasing spectrum of interlocutors as our audience, for example potential students, current students, alumni, trainers, other educational institutions, the business world, etc.
The key challenges for marketing and communication specialists in the field of training:
- Opening up new communication channels with clients, such as social networks, smartphones, tablets, etc., that enable two-directional communication for the first time.
- The rise in interlocutors’ digital skills, which means they expect dynamic, constant, multichannel and personalised communication with added value.
- Achieving an effect communication mix among the different channels available.
- The need to integrate the internal community of students, trainers, etc. within the communication actions, both as transmitters and receivers of communication.
- The exponential rise in the number of courses and programmes offered and their segmentation, so that communication must be constant, fast and specific.
- The audience’s growing internationalisation, requiring communication to be handled in various languages.
- The need to control the use of the brand image at all times, particularly in different geographical locations.
- Finally, the pressure on marketing budgets, which means that more must be done with less, justifying the ROI for each action carried out.
How can marketing directors achieve better results from their marketing actions at the same time as controlling costs?
This is possible with a tool that allows marketing and communication departments to intelligently organise and manage all their digital marketing material, which is growing exponentially and can no longer be handled the “traditional” way. For example, logos, text descriptions, graphics or videos of the institution, presentations, courses on offer, educational material, other material produced by the school to be circulated, such as talks by trainers, by external speakers, etc., and even external material, such as articles, press releases, and so on. All this in different formats (text, photographs, graphics, video, audio).
Digital asset library: organisation and functions that bring about savings
Cutting costs
A library to manage digital content that is specifically adapted to marketing allows managers to:
- Always have all the marketing material in any format (text, graphics, video, etc.) centralised, ordered, secure and accessible via intelligent searches using metadata.
- Easily manage who can access and edit the material via user profiles.
- Control the latest versions approved or pending approved, as well as copyright for the materials.
- Have all the material available for its immediate distribution via any channel (website, tablet, phone, print) in the right format, without duplicating files.
- Increase the extent to which material can be re-used, with the consequent cost savings.
Intelligently managing your marketing material library using a specific tool such as MkMedia will cut down on unnecessary work, increase the security of your files and reduce costs.
Improving the effectiveness of your communication: better results
Improving response and results
Organising the marketing assets library forms the basis of much more effective communication with our interlocutors and clients. Here are just some examples:
- Personalised corporate magazines and publications edited in collaboration, with many different people involved, including those who are geographically separated, working independently but coordinating the design, lay-out, content and different language versions, even with personalised versions and content for each interlocutor! All this at a lower cost than with traditional publication and much, much faster! All this thanks to Mk Publisher, a collaborative professional publishing tool.
- On-demand access to the content library and printing/distribution of content: Setting up an online video channel for your community of students or alumni? Making all the training material available to users, in any format (presentations, texts, videos) and in a multi-language format? Having a portal to download the material in PDF or ePub (ebook) format or even providing anyone with an on-demand publication printing service? MK Media is a platform that helps to set up, and quickly, all these valuable functions for a community of users and also allows marketing managers to activate their audience relations.
- Multichannel distribution of any publication: Nowadays, audiences don’t access publications or communication they are interested in via a single channel but by many different ones at the same time. The same content must therefore be distributed to the same users via various channels (print, website, tablet, mobile, etc). Mk Publisher helps to quickly automate most of the repetitive processes to adapt content to the different channels, ensuring it reaches the target audience faster.
- Segmented, personalised and multichannel communication campaigns: One of the great challenges for universities is to mobilise the whole potential of their users: for example, databases of potential students or the alumni community. At the same time, they usually have a lot of information regarding the profile and preferences of their users, so that highly specific actions can be designed. Through our one-to-one campaign management service, we can design, run and monitor your communication or advertising campaigns, carried out on a wide range of channels.
Ask us about the solutions and services provided by Mk360 Technologies to improve the effectiveness of communication actions in the training industry.