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The education marketing services market size is estimated to grow at a CAGR of 11.21% between 2023 and 2028. The market size is forecast to increase by USD 51.28 billion. The accelerated growth of the market is due to various factors, including increasing spending on advertising by universities, the growing prominence of digital advertising in educational marketing and the rising adoption of online learning.
The report includes a comprehensive outlook on the Education Marketing Services Market, offering forecasts for the industry segmented by End-user which comprises K-12, higher education and corporate. Additionally, it is categorized Type into private, and public and covers Geography, including North America, Europe, APAC, South America, and Middle East and Africa. The report provides market size, historical data spanning from 2018-2022, and future projections, all presented in terms of value in USD billion for each of the mentioned segments.
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Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The rising adoption of online learning is notably driving the market growth. The COVID-19 pandemic accelerated the adoption of online learning as educational institutions worldwide had to quickly pivot to remote and online teaching. This shift emphasized the need for effective marketing to communicate the benefits of online programs to students. Ongoing advancements in technology enhance the online learning experience. Marketing services leverage these technological features such as interactive platforms, virtual classrooms, and artificial intelligence (AI)-driven adaptive learning, to create compelling campaigns that resonate with tech-savvy students.
For instance, as an early adopter of online education, the University of Phoenix has utilized marketing services to promote its online degree programs. Their marketing strategies emphasize the convenience and career relevance of online learning. Therefore, the growing adoption of online learning will have a positive impact on the growth of the education marketing services market during the forecast period.
The rise of virtual reality (VR) and augmented reality (AR) technologies in education marketing services is an emerging trend shaping the market growth. VR and AR technologies offer unique and interactive experiences that transcend traditional marketing methods, providing prospective students with a vivid and realistic preview of educational institutions and their offerings. In the context of education marketing, VR and AR are employed to create virtual campus tours and immersive experiences. Prospective students can explore campuses, classrooms, and facilities as if physically present, fostering a deeper connection with the educational environment.
However, the adoption of VR and AR in education marketing contributes to a more personalized and immersive experience for prospective students. Institutions that leverage these technologies differentiate themselves in a competitive market, attracting students who seek modern and interactive ways to explore their educational options. Thus, the growing adoption of such technologies will positively impact the growth of the market during the forecast period.
Budget constraints with educational institutions are a significant challenge hindering market growth. As universities, colleges, and schools grapple with limited financial resources, allocating funds to marketing efforts becomes a challenging drive. Marketing services, especially those adopting innovative digital strategies, often incur significant costs for technology, analytics, and skilled professionals. The competition to attract students is fierce, prompting educational institutions to seek cost-effective solutions. However, the demand for comprehensive and impactful marketing campaigns clashes with the reality of restricted budgets.
Furthermore, the COVID-19 pandemic has intensified financial pressures on educational institutions, with many diverting resources toward adapting to remote learning and ensuring campus safety. This diversion limits the funds available for expansive marketing initiatives. Therefore, budget constraints with educational institutions will decrease the adoption of education marketing solutions and will negatively impact the growth of the market during the forecast period.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Education Marketing Services Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
3 Enrollment Marketing Inc. - The company offers education marketing services that provides marketing strategies to increase student enrollment in higher education.
The research report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The K-12 segment is estimated to witness significant growth during the forecast period. The demand for education marketing services in the K-12 end-user segment is increasing owing to changing dynamics in the education landscape, the need for effective communication with parents and students, and the desire to stand out in a competitive education industry. K-12 schools are facing heightened competition, with parents seeking the best educational options for their children
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The K-12 segment was the largest and was valued at USD 24.11 billion in 2018. Further, through a combination of online advertising and community events, the school effectively communicated its commitment to tailored educational approaches, attracting families seeking individualized learning experiences. When it comes to K-12, social media advertising is substantially more affordable than traditional promotional strategies and usually provides better value for the money. This is especially helpful because advertising budgets at schools are usually very tight. The two main benefits of social media marketing are increased exposure and increased traffic. Thus, increasing competition among schools, the emphasis on effective communication with parents, the adoption of digital marketing strategies, and the ongoing need for community engagement are expected to boost the growth of the K-12 segment of the global education marketing services market during the forecast period.
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North America is estimated to contribute 36% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. Educational institutions are increasingly recognizing the need to establish a strong online presence to reach and engage with their target audiences effectively. Digital marketing services enable these institutions to leverage online platforms and technologies to enhance visibility and engagement. Prospective students and parents in North America are more digitally connected than ever, relying on online channels for information and decision-making. As a result, education providers need to align their marketing strategies with changing consumer behaviour, emphasizing digital platforms to capture the attention of their target audience.
In addition, the demand for education marketing services in North America is driven by the need for institutions to adapt to digital trends, engage with their audience on various online platforms, such as webinars and digital advertising, and differentiate themselves in a competitive landscape. The integration of digital marketing services allows educational institutions to effectively navigate the evolving marketing landscape and connect with their target audience in meaningful ways. Such factors will boost the growth of the North American education marketing services market during the forecast period.
The education marketing services market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028.
Education Marketing Services Market Scope |
|
Report Coverage |
Details |
Page number |
158 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 11.21% |
Market Growth 2024-2028 |
USD 51.28 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
10.24 |
Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
Performing market contribution |
North America at 36% |
Key countries |
US, Canada, Australia, UK, and Germany |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
3 Enrollment Marketing Inc., Academica Group, Active Internet Technologies LLC, Agile Education Marketing LLC, Carnegie Dartlet LLC, EAB Global Inc., EDSURGE INC., EducationDynamics, Ellucian Co. LP, Emerge Education, Enrollment Marketing Solutions, Higher Education Marketing, HubSpot Inc., JPL Integrated Communications Inc., Keystone Educational Group, PX Inc, Rankon Technologies Pvt. Ltd., Roots Digital Pte. Ltd. , SeeResponse LLC, and Sprint Media Ltd. |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period. |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements.
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by End-user
7 Market Segmentation by Type
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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