Mediaboss Marketing

My town in California does the 4th of July right especially this year, after last years celebrations were Covid-cancelled. We had skydivers and fireworks, marching bands and floats, and flags everywhere. As I watched the parade, waving my own stars and stripes without a hint of irony, my wife reminded me it wasnt long ago that Id written the following letter to our local newspaper:

The other day at the park I was disappointed to look at the flagpole and see that Old Glory was hard to make out the colors had faded in our towns incredible sunlight. I hope the park can rectify this sad situation by either substituting a new Stars and Stripes, or given the importance our community places on keeping up appearances simply raising another countrys flag that wont fade as much.

The next week, another letter writer gave me my just desserts:

To the person who suggested raising a different flag at the park one that wont fade as much I suggest thanking your lucky stars (and stripes) that you live in the land of the free, where youre free to have your dumb ideas.

The biggest reason this immigrant loves America is its one of the few countries in the world where the worst thing thatll happen when I say something like this is being called dumb. Do you know where I couldnt get away with something like this? China. In the unsparing words of President Xi, Id find myself on a collision course with a great wall of steel forged by over 1.4 billion Chinese people. But China appears to have an advantage in one specific area: edtech.

In the past decade, the level of investment into Chinese edtech has been nearly 2x the U.S. Its a gap thats widening. Last year, Chinese edtech attracted more than $10 billion from tech leaders like Alibaba, Tencent, and Japans SoftBank, 5x what U.S. companies received. China already has more edtech unicorns (private companies valued at over $1 billion) than the U.S. One China unicorn, Zuoyebang, raised $1.6 billion in a single round and claims 50 million students on its platform every day (compared with 77 million students in the entire U.S.).

Edtech leader?

With headlines like The $670 Billion College Industrial Complex Is Under Threat From Online School (now that a generation of would-be applicants has grown used to online learning, the business of higher education will likely never be the same again), outlets like The Wall Street Journal are driving a narrative that edtech represents the future of education, and America is falling behind. But this proposition is as ridiculous as my letter to the town paper.

Edtech companies in China have two big advantages. First, lots of students: 283 million from pre-K to university. Second, Chinese families are willing to spend a much higher percentage of income and savings on their childrens education. My partner Troy Williams, one of edtechs most experienced and successful investors, thinks of it this way: Dollars that American families are allocating to Netflix, Playstations, Applebees, and trips to Disney, are being spent by Chinese families on education. The result is tens of thousands of yuan per family on tutoring, homework help, test prep, and language learning, and now online degrees.

Edtech in China is a Wild West (or East?) consumer Internet market where rival homework help businesses run online ads featuring the same bespectacled actress as a teacher (English for one, math for the other), lecturing parents that failing to spend $8 on the companys service could ruin their kids. The closest U.S. analogy is marketing by unscrupulous online universities and their lead gen vendors a decade ago. Remember the Obama Mom ads (Obama asks moms to return to school)? But rather than a dominant narrative, misleading consumer Internet marketing is an ugly footnote in the evolution of American edtech.

In stark contrast to whats happening in China, the American edtech industry is primarily about providing technology products and services to schools to facilitate learning and administration. 77 million American students, their parents, and millions of teachers and administrators now interact via technology for not only learning, but also enrollment and attendance, student support, finance, counseling and career services, and advancement. Hundreds of billions of interactions are now occurring online while maintaining some level of personalization to maintain efficacy and foster a sense of belonging. These needs have given rise to dozens of verticals and thousands of companies; the average U.S. school district utilizes over 1,000 edtech tools. At Achieve, were actively tracking the progress of about 1,000 American edtech platforms for curriculum, assessments, courseware, academic integrity, parent communications, mobile communications, student engagement, advising, alumni and advancement services, employment connectivity, student information systems, as well as back-end platforms for admissions, facilities, accreditation, and research.

These businesses are edtechs workhorses, not show ponies. Few attract the headlines of Chinas high flying consumer brands or Americas emerging online education duopoly of Coursera and 2U. Given the challenges of product-market fit, limited adoption cycles (only one or two per year), and a risk-averse client base that relies on reference-based sales, selling to K-12 schools, districts, states, colleges, universities, and state systems is hard. As a result, many U.S. edtech businesses take five years or more to gain even a modicum of success. But dozens of functions across Americas $1.5 trillion education sector have been successfully digitized, and the platforms doing the work are the heart of American edtech.

Driven by an underdeveloped educational system, Chinas edtech model is online-down. In contrast, America has been building onground-up. Of course, China has some onground-up models. In HolonIQs list of Chinas top 100 edtech companies, there are 10 management systems. But this compares with 18 language learning platforms, 15 tutoring and test prep companies, and 12 online learning businesses. China is mostly online-down. Likewise the U.S. has millions of students enrolled in online-only programs, and 2Us acquisition of edX garners media attention. But the thrust of U.S. edtech is onground-up. The differences are worth exploring.

1. Students prefer onground-up

If there was any question as to preferred learning modality, Covid put it to rest. Headlines blared Kids and Their Teachers Say Virtual Learning Isnt Working, Students Are Falling Behind in Online School, and Remote Learning is a Bad Joke. While there were some reports of idiosyncratic kids making hay online, most parents worried about their screen-addled children. College students are equally dismayed. After an annus horribilis, nearly two-thirds say college is not worth the cost (up from 49% a year ago). It seems likely, as Derek Newton posits, that the pandemic has made students sick of online learning.

2. Onground-up is More Durable

With thousands of point solutions now integrated into learning and business processes, onground-up edtech is incredibly sticky the polar opposite of consumer Internet providers that can be tossed aside like Id toss a faded flag. Once embedded, onground-up edtech renewal rates are well north of 90% and not subject to the booms and busts that characterize online-down models (RIP for-profit online universities).

3. Onground-up is More Equitable

Learning 100% online requires levels of motivation and organization that are rare in students with the greatest need for education and skill development. Stemming let alone reversing historic inequality in the U.S. (or China) requires immersive education, frequently with wraparound programs and services like CUNY ASAP or Georgia States Perimeter College i.e., an order of magnitude more than asynchronous online training. According to some estimates, 3 million K-12 students are simply missing as a result of last years abrupt shift online some due to lack of reliable access to the Internet. With online as the only option, community college enrollment plunged over 10% a drop that will likely be felt for generation. And no amount of online tutoring, online homework help, or online test prep is going to fix it.

Onground education paired with onground-up edtech works best for most people most of the time, particularly before adulthood and the relative security of a good first job. Online-down edtech is primarily about access an important first step for underdeveloped educational systems like China (or the underdeveloped credit transfer and degree completion systems that gave rise to Americas online university boom of the aughts and Obama Mom ads). But once access is provided, we need to build it right. And besides upskilling for motivated and organized adults whove already landed a good first job, successful educational outcomes are less likely from online delivery than onground teaching and the thousands of edtech point solutions and integrations produced by Americas onground-up approach.

Chinas government has begun to recognize these challenges. After schools reopened, teachers were reluctant to continue to utilize online tools; print materials continued to dominate. So the Education Ministry provided teachers with greater flexibility to adopt apps and launched a K-12 National Network Cloud Classroom. In an online-down country like China, it shouldnt be surprising that the first answers to building a sustainable edtech ecosystem were top-down. Not only from the government, but from the unofficial national tech platform, WeChat, which committed 1 billion yuan to encourage schools to use its free smart education solutions.

But the Chinese government is doing more. Because its hard to utilize tech in classrooms where connectivity is poor (and there are a lot of places in China like that), the Education Ministry partnered with the Ministry of Industry and Information Technology to improve Internet connectivity in underserved regions and arranged for China Education Television to broadcast courses and resources. And rightly concerned that millions of parents are spending their life savings on bogus online classes for their children, the government began implementing new restrictions on consumer Internet models, limiting tuition and fining companies like Zuoyebang for false advertising. There are rumors that online teachers and tutors will need to be licensed, and that online courses will be banned for children younger than seven and on weekends.

There is an edtech gap between America and China. But contrary to what you may have heard, America is winning. Despite the fact that Chinas Maoist flag may not fade as quickly in the bright sunshine, Americas edtech companies in partnership with schools and colleges have built a calmer, more sustainable edtech ecosystem and actually lead the world in leveraging digital transformation to generate skills, capabilities, and economic opportunity.

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The Edtech Gap Between China And The US - Forbes

July10, 20214 min read

Opinions expressed by Entrepreneur contributors are their own.

For many people, having a regular paycheck and building a career is an ideal to aim towards. If thats you reading this, there is a way for you to optimize your career, get a better joband leverage the internet to get any job you want thought leadership.

Shady internet marketers have given thought leadership a bad rap, but its a solid principle that allows anyone to build a brand. You can use todays tools and access to information to increase your value in the eyes of an employer.

Here are three reasons why using thought leadership as a strategy is one of the best ways to increase your value and land any job youd like using modern communication mediums. Leverage the possibilities and take control of your financial freedom.

Through the widespread adaptation of social media, the use of newsletters, the consistent reading of blogs, and millions listening to podcasts, thought leaders canbuild an audience base of engaged consumers.

You can share your ideas and thoughts around various topics you know and build and engage a group of consumers who anticipate more content. You see examples of this all around us and through various communication portals, such as social media and YouTube.

Even as a career employee, you have knowledge and expertise that others would like to know more about. You may not want to write a book or speak on a stage, but you can share your knowledge in written, audio, and video form on social media and through other effective communication channels. As you add value consistently, you start to create fans, and they tell others about you.

All of this strategy builds your audience base and increases your value in the eyes of an employer. When an employer sees that you have an audience, it gives you many options and makes you a more appealing candidate.

Related:Is Your Works Communication Channel Turning Your Team Into a Bunch of Slack-ers?

When an employer weighs bringing on a possible candidate, they look at what the ROI could be for the company. Having a brand, a group of consumers paying attention to that brandand seeing clear expertise shows undeniable ROI for the company.

As a thought leader, you now have an asset that could be incredibly valuable to their company. Marketing is always at the forefront of any companys mind. When a company sees that you are bringing them an already established audience they can market to, it shows clear value.

Use thought leadership in building your brand and creating ROI for yourself. Share your knowledge and expertise, and show anyone whos paying attention that you know what youre talking about. As this attention builds, organic offers will start coming to you in many forms.

Related:Heres What You Need to Become a Genuine Thought Leader in Your Industry

With an engaged group of consumers, you put yourself in a great negotiating position with any company. Youre coming to the bargaining table with a negotiating strategy that has clear value. You have a valuable channel for growth.

Part of your compensation and salary negotiations can include the audience youve built as a part of the package. You can use that asset to ask for an increased salary, stock optionsor whatever is valuable to you.

The exposure of building an audience also allows companies to see what youre building, and they can create offers forthat audience. In the same way brands contract influencers, companies also hire new employees and raise the salaries of those who have built a consumer base.

You may not want to be a public figure, but you can start on a smaller scale and share your thoughts. It could be as simple as sharing on social media or as elaborate as creating a website for your thought leadership.

Todays tools, softwareand access to opportunities make it easier to leverage thought leadership. It doesnt take a lot to start building an audience and create ROI for yourself. Share your thoughts, build an audience, and create an opportunity to land any job you want because youre coming to the negotiating table with clear and coveted assets.

Related:When I Negotiate My Salary, I Bring Up These 3 Essential Thing

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This is the Strategy to Getting Any Job You Want - News Nation USA

Tata Wiron, the largest steel wire manufacturer in India, launched #RozaanaKiDhun, a brand-new digital film that salutes the spirit of the everyday Indian who has been the force behind keeping Indias economy up and running when everything else seemed to look uncertain and difficult.

Optimistic about the countrys ability to build a Majboot India, #RozaanaKiDhun is a celebration of a stronger tomorrow, a tomorrow that is fueled by every Indian every day! It captures the spirit of small businesses and individuals who have continued to sing their daily songs and feed their familiesduring these trying times and keeping the wheels of the economy turning.

The film, released on Tata Wirons Facebook and YouTube channels, has been conceptualized by the Companys digital agency YellowBulbs and produced by the new-age content studio Fickle Formula. With heart-rending music from the talented duo Mayukh-Mainak, powerful lyrics by Varun Grover and rendered by the effervescent Swanand Kirkire, this brand-new anthem is sure to strike a chord with people across the nation.

Through #RozaanaKiDhun, we are celebrating the spirit of humans who continue to exude positivity and spirit despite challenges, even seemingly insurmountable ones like the pandemic. We see this reflected in our products as well - they enable resilience & strength in structures & ecosystems. Tata Wiron reaffirms its commitment to help strengthen, resolve and celebrate the hope of a brighter tomorrow, saysVivek Chauhan,Chief of Marketing and Sales, Global Wires India.

It was an exhilarating experience to travel the length and breadth of India to capture the everyday songs and silences - especially the quietude of inactivity - that slowly but steadily turned back into the melody that makes the country go round! The spirit of resurgence, revival and optimism of every Indian is what #RozaanaKiDhun is all about,says Suman Sen, director of the film and also the Co-Founder of Fickle Formula.

#RozaanaKiDhun represents the soft yet strong voices of Indias small businesses and entrepreneurs who continue to hum the tune of life with unwavering enthusiasm and awe-inspiring positivity to keep the country going stronger and brighter on the path to progress,says Vivek Modi, Co-Founder and CEO, YellowBulbs.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

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Tata Wiron film applauds the indomitable spirit of the everyday Indian - Exchange4Media

With social distancing becoming the need of the hour during the pandemic and post-pandemic era and enforcement of it becoming a challenge, TVS Eurogrip recently released a video on the importance of continuing to take necessary precautions such as maintaining social distancing, wearing a mask and how it can aid in combating the spread of the pandemic.

TVS Eurogrip conducted a social experiment across crowded public places such as supermarkets, diagnostic centres and pharmacies that involved placement of a floor runner with markers for people standing in the queue to be positioned at a safe distance from each other. The premises were wired with motion sensors to send out an alarm when an individual crosses the threshold distance between himself/herself and others and played out the message Yeh Responsibility wala mod hai, lets maintain social distancing on the speaker systems specifically installed to educate and spread consciousness amongst the public. The company also placed awareness messages at multiple vantage points in these locations to amplify the communication that every single effort matters in this battle against the pandemic. The social experiment has been released as a video on digital channels to further the cause and propagate this social message.

Commenting on the social experiment, P Madhavan, EVP-Sales & Marketing, TVS Srichakra Ltd said, While every one of us intends to follow the safety norms prescribed by healthcare experts and the government, we sub-consciously forget to do so. This social experiment has been conceptualized to re-emphasize the importance of the same. We, at TVS Eurogripbelieve we need conscious behavioural change for us to tackle the spread of the pandemic effectively. As the unlock process begins again in the country, we felt this would serve as a gentle reminder for the public. We firmly believe that it is our responsibility to instil positivity through these campaigns during these uncertain times just like we always urge two-wheeler riders about the importance of riding responsibly and safely on the roads.

With this campaign, the company aims to bring back the attention of the public to Safety First and taming the spread of COVID by wearing a mask and maintaining social distancing.

The video is live across all social media platforms.

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TVS Eurogrip reiterates the importance of social distancing in new film - Exchange4Media

Understanding the best digital strategies to boost business

Lets face it, online leads are better leads. Online ads and social media promotion are becoming favorite business generators for realtors and investors. If you still think internet marketing is not that important for real estate firms, its time to divert your attention to the digital age.

Undoubtedly, you can reach out to more people and achieve your marketing and sales goals faster, on time, and with less cost with digital marketing. Heres how to design an effective online marketing campaign for your real estate investing business.

You must understand that you are not selling your real estate to everyone. So, you must not spend too much money marketing your business to everyone. Narrow down your audience by keeping track of key metrics such as income, age, gender, and location.

Always start with understanding what you need to make your real estate investing business a success. The best digital marketing strategies for real estate investors involves online lead generation. You dont have to delve into marketing immediately; you need to first identify the ways you can achieve getting more leads.

If your marketing goal is to attract more motivated sellers, start by setting an achievable milestone like increasing lead generation by 45 percent within three months. Once you outline your marketing goals, the next step is to track that progress.

There are lots of different analytic tools such as Hubspot Reporting and Google Analytics that help keep a track of your lead generation. By doing this, you can keep an eye on the number of leads you got in a given period, as well as your overall progress over time.

This is where your content marketing, PPC, email marketing, and so on comes into play. This can be broken down into owned media, earned media, and paid media. However, it is worthy to note that a lot of online marketing is a pay-to-play game. The more you spend on paid media like Facebook ads and Adwords, the more money you will make in the long run. Reevaluate your digital marketing tactics and go for the one that suits your preference.

The most important media you have is your owned media. Because you created and own it, it is the truest form of content for your real estate investing businesss branding. For instance, lets say you have a YouTube channel for your real estate investing business. Your videos should include your rehab process, property tours, and customer testimonials. All of this content is enough to generate engagement from your target audience.

You can use these videos in paid promotions. Get your testimonials to be featured in press releases, or use your property tours to re-target wholesalers.

After you have identified your target audience, set your marketing goals, and placed the best traffic source, you should begin to implement everything. Remember, content is critical. So, you must ensure that your content marketing game is top-notch to give you the right results.

As a business owner, you must understand that buyers are moved more by what they see. So, if you want to be in their faces, you must give them valuable information that will make them stick around.

It is safe to conclude that the best place to generate leads and attract prospects to your real estate business is via the internet. This is another reason why you need to bump up your digital marketing. At Top Results Consulting, we devise tactics including social media marketing, blogging, website optimization, landing pages, SEO, and more to provide value to your visitors, leads, and customers in order to attract, convert, close, and delight them.

One thing will definitely lead to another. This is why you have to employ the right methodologies if you want to get desirable outcomes. Your marketing game shouldnt be a source of headaches for you.

Shawn Tiberio is a Marine Corps veteran, serving 10 years of honorable service in the United States Marine Corps. With multiple deployments over the years and extensive training as an Ironman distance triathlete, entrepreneurship and mindset has become a must for Shawn. He is co-owner of Top Results Consulting, where he helps businesses and entrepreneurs grow and succeed. Check out his free master class and learn exactly how to target the correct prospects for your business at topresultsconsulting.com.

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How to Design an Effective Online Marketing Campaign - Think Realty