This article combines the newly released "Accenture Technology Outlook Report 2020", Yu Yongyi's new book "Martech Marketing Technology: Principles, Strategies and Practices", and domestic online education practice cases to explore the new trends in marketing operation technology in the education industry in 2020 . The article is divided into three parts, each part talks about a specific trend, and is accompanied by domestic education industry cases. text message service This is a dilemma in the online education industry. When the marketing technology and the actual implementation are dislocated and developed, enterprises will unknowingly fall into this dilemma: the investment in technology is heavy, and the actual effect is very small. There are many emerging marketing technologies, such as intelligent matching,
AI services, personalized recommendation, etc., but without the corresponding implementation basis and landing steps, the actual growth of text message service marketing business will be reduced to empty talk. This is also the reason why many leading educational institutions have invested a lot of money and effort in marketing technology, but they have to constantly be tortured by investors' souls. Trend 1: I am in charge of my experience - users have personal autonomy Almost every education brand is improving its competitiveness by personalizing products and services. However, few people realize that the personalization process of products is always dominated by the brand, and according to
Accenture’s 2020 Q1 survey, today’s users are more concerned about the sense of engagement and ownership of the personalized experience . text message service Problem: Aging Personalized Service Models Many companies have built good data collection and analysis capabilities. These businesses mainly run in the background to determine user needs and provide targeted personalized services. However, while enterprises continue to enhance such experience and personalization capabilities, these back-end technologies are gradually "marginalizing" users, that is, strengthening the "God's perspective" of enterprises and the "passive acceptance" perspective of users. If this one-way creative model is not changed, the personalized experience will deviate from the original intention due to the marketing goal of "only short-term performance is the plan", which will eventually lead to consumer disappointment. Solutions (1) Reject purely technology-driven personalized experiences.