“The web is dead” and other warnings for K-12 marketers

Unless your computer lives under a rock you’ve probably seen references to the latest Wired feature on how the “World Wide Web” is being superseded by “apps” and other uses of the Internet.  It’s worth a look.  For instance, did you ever think that Facebook is not a website, really, but sort of a web unto itself?  Or that one of the consequences of mobile Internet applications will be to reduce use of browsers and thus make “search engine optimization” less and less effective in luring people to websites?

One thing is certain: just having a great website will not be enough, in the not-too-distant future, to capture whatever portion of your customers learn about you online.   So:

  • Do you have a Facebook page?
  • Do you consciously spend some part of your marketing time to make that page less an ad (old style push marketing) and more a community (new style pull)?
  • Do you have a blog that speaks to issues your users are interested in?  Major time commitment and it may take a year to start to see results – but if you’re going to be in business a year from now, maybe now is a good time to start. 
  • Have you explored some of the targeted social-networking sites for teachers like We Are Teachers
  • Most importantly, are you in touch with your users and target customers to see how they’re using the Internet today, as opposed to a year or two ago?

Doomsayers are famously better at getting attention than prognosticating, of course, as Paul Samuelson recognized when he cracked that economists had successfully predicted “nine of the past five recessions.”  And K-12 schools are famously behind most tech curves so we might be insulated for awhile even if a major shift is coming.  But in this excruciating marketing environment, can we risk waiting to find out?

Mike Baum
Sophia Consulting LLC


About mhbaumk12

Mike Baum has 40 years of experience with all types of direct marketing, has run several companies, spent 25 years as a consultant in franchising and in K-12 education, and currently helps companies find solutions to growth challenges.
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