An innovative mechanism for managing the development of advertising content on educational platforms
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Файли
Дата
2022
Науковий керівник
Назва журналу
Номер ISSN
Назва тому
Видавець
AD ALTA-Journal of Interdisciplinary Research
Анотація
The current situation with the quarantine regime and measures aimed at
combating COVID-19 has led to the intensification of the development of educational
platforms by the private and public sectors, as well as scientific and public ones. The
purpose of the academic paper lies in studying the features of the innovative
management mechanism for developing advertising content on educational platforms.
Methodology. The present research uses content analysis and statistical analysis to
investigate the market of educational platforms and the services they offer. The
research was conducted based on the content analysis of educational platforms. The
authors studied the content structure, basic channels, methods, and tools for promoting
educational platforms. Results. Digital technologies are a decisive factor in the success
and promotion of advertising content of educational platforms, which, under the
condition of their optimal combination, provides significant competitive advantages.
Digital marketing of educational platforms is a comprehensive approach to promoting
services, its products in the digital environment and it also covers offline consumers.
Digital marketing makes it possible to integrate numerous technologies for content
promotion (social, mobile, web, CRM systems, etc.) with sales and customer service,
ensuring constant high-quality communication between the advertiser and the end
users of educational services. Digital marketing is based on analyzing data about
users, their behavior, penetrating traditional types of communications and ensuring the
achievement of the target audience. Digital marketing involves personalization, which
strengthens the impact of marketing tools on the target audience – users of educational
services.
Опис
Ключові слова
educational platforms, the content of educational platforms, digital marketing, content advertising, educational services., освітні платформи, контент освітніх платформ, цифровий маркетинг, контент-реклама, освітні послуги
Бібліографічний опис
Makatora, D., Lytvyn, O., Makatora, A., Zenkin, M. (2021). An innovative mechanism for managing the development of advertising content on educational platforms. Ad alta: journal of interdisciplinary research, 12(2), special issue XXXI, 11–16. URL: https://www.magnanimitas.cz/12-02-xxxi; http://www.magnanimitas.cz/ADALTA/120231/papers/A_02.pdf.