Portada Abraham Camacho Trigueros 28/09/2022 DOI: http://doi.org/10.53436/P4D1A3M7 PDF HTML

Omnichannel and its strategic importance in post-pandemic educational marketing


Education worldwide underwent a great change during the last two years, as the SARS-CoV-2 pandemic represented a great challenge for educational institutions. The constant use of new technological tools has awakened a new paradigm for educational centers both administratively and academically. Regardless of the level, the slogan was clear: to accelerate the migration from an analogous and face-to-face system to a virtual and self-managed one, thereby avoiding stagnation on a global scale. This article analyzes how omnichannel is a transcendental process in the marketing strategies of schools in the post-pandemic period; It is based on the idea that replaces the multi-channel approach as a strategic process to promote the permanence and development of its students within the institution. The role of the eduprosumer in the new knowledge society is also explained in depth and the concepts of interactivity and the customer life cycle are highlighted; It is proposed how they can be used to give added value to their potential students and thus encourage a dominant position in this sector.

Keywords: Educational marketing, Knowledge society, Eduprosumer, Omnichannel, Customer life cycle.