Page 199 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Targeted demographics: Specific print publications, radio stations, or TV programs can effectively target niche
audiences based on demographics or interests.

 Weaknesses

Limited engagement: Traditional channels offer limited opportunities for interactive engagement with
potential students.

Difficulty measuring effectiveness: Tracking results and measuring the impact of campaigns can be
challenging, especially for print and broadcast media.

Costly: Print, radio, and TV advertising can be expensive, making them less feasible for smaller institutions
or programs with limited budgets.

One-way communication: Traditional marketing lacks the two-waycommunication and personalized approach

that resonates with modern audiences.

Modern Marketing

Channels: Social media marketing, search engine optimization (SEO), search engine marketing (SEM), email
marketing, online learning platforms, content marketing (blogs, webinars, infographics)

Strengths:

 Targeted and personalized: Modern marketing leverages data and analytics to deliver personalized
messages and content to specific audiences based on their interests and needs.

 Engagement and interaction: social media, online platforms, and interactive content foster two-way
communication and build relationships with potential students.

 Measurable results: Analytics provide insights into campaign performance, allowing for data-driven
optimization and improvement.

 Content diversity: Diverse content formats cater to different learning styles and preferences, increasing

engagement and accessibility.
 Global reach: Online channels offer limitless reach, allowing institutions to connect with a global

audience.

Weaknesses:

 Technology dependence: Effective utilization of modern marketing requires access to technology and
digital infrastructure.

 Limited reach for specific demographics: Older demographics or those with limited internet access might

be less exposed to online marketing efforts.

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