Araştırma Makalesi
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CONTENT MARKETING IN ONLINE LEARNING PROGRAMS: A RESEARCH ON EU-FUNDED ‘E-PROFMAN’ PROJECT

Yıl 2022, Cilt: 7 Sayı: 1, 56 - 74, 27.05.2022
https://doi.org/10.47107/inifedergi.977275

Öz

Online learning composes an important potential for today's knowledge-based economy because it is independent from time & location, has a learner centered and cost effective approach and it connects different profiles of learners. Promotion of online learning programs via e-marketing strategies in order to attract participants is vital. At this point, content marketing offers new opportunities for improving the promotion process of online learning programs in an atmosphere where individuals spend important amounts of time on the internet as consumers of digital content. Content marketing aims to answer the questions of target audience clearly and establish empathy by providing individuals with useful, relevant and reachable content. Within this framework, the study aims to develop an understanding of usage of content marketing in promotion activities of online learning programs that have participants from multiple countries. In order to realize this purpose, visitor behaviors on e-Profman’s (an EU-funded international online learning program) website was analyzed by using Google Analytics data. Based on the results, it is possible to state that promoting an online education program by sharing content about it on other websites is the most efficient way to pull visitors to the program's application website. However, findings point out that the most engaging visitors are attracted through content shared on social networks. Data analysis revealed that content about lecturers of the program is the most consumed one by potential applicants. Within the scope of research, it is also observed that differences of country of origins play an important role when it comes to navigating the program's website and finalizing the application process.

Kaynakça

  • Ally, M. (2008). Foundations of educational theory for online learning. In T. Anderson and F. Elloumi (Eds.), Theory and practice online learning (pp. 15-44). Athabasca University Press.
  • Bohn, R. and Short, J. (2012). Measuring consumer information. International Journal of Communication, 6, 980-1000.
  • Conrad, D. (2006). E-Learning and social change: an apparent contradiction. In Beaudoin, M. (Ed.), Perspectives on higher education in the digital age (pp. 21-33). New York: Nova Science Publishers.
  • Content Marketing Institute (N.D.). What Is Content Marketing? http://contentmarketinginstitute.com/what-is-content-marketing, Date of Access: 10.08.2018
  • Duggan, M. (2015). The Demographics of Social Media Users, http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/, Date of Access: 12.08.2018 Ellis, R. (2004). Down with boring e-learning! Interview with e-learning guru Dr. Michael W. Allen, http://www.astd.org/LC/2004/0704_allen.htm, Date of Access: 10.08.2018
  • Gallatin, C. (2009). Internet marketing techniques for online programs. In P. L. Rogers (Ed.), Encyclopedia of distance learning (pp. 1274-1279). Idea Group Inc (IGI). Second Edition.
  • Gardiner, K. (2013). The Story Behind ‘The Furrow’. The World’s Oldest Content Marketing, https://contently.com/strategist/2013/10/03/the-story-behind-the-furr ow-2/, Date of Access: 18.08.2018
  • Granitz, N. and Greene, C.S. (2003). Applying e-marketing strategies to online distance learning. Journal of Marketing Education, 25, 16-30.
  • Henry, P. (2001). E-learning technology, content and services. Education + Training, 43 (4-5), 249-255. Holliman, G. and Rowley, J. (2014). Business to business content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293.
  • Jefferson, S. and Tanton, S. (2013). Valuable content marketing. London: Kogan Page.
  • Jolliffe, A., Ritter, J. and Stevens, D. (2012). The online learning handbook: developing and using web-based learning. London: Routledge Press.
  • Lieb, R. (2012). Content marketing - think like a publisher - how to use content to market online and in social media. Indiana: Que.
  • Means, B., Toyama, Y., Murphy R., Bakia M. and Jones, K. (2009). Evaluation of evidence-based practices in online learning: a meta-analysis and review of online learning studies. U.S. Department of Education Office of Planning, Evaluation, and Policy Development Policy and Program Studies Service Center for Technology in Learning US.
  • Moon, G. (2013) What is Content Marketing?, https://coschedule.com/blog/content-marketing-history/, Date of Access: 10.08.2018
  • Salmon, G. (2004). E-tivities: The key to active online learning. London: Kogan Page.
  • Schaefer, R. (2014). Content Shock: Why content marketing is not a sustainable strategy, https://www.businessesgrow.com/2014/01/06/content-shock/, Date of Access: 10.08.2018
  • Schwab, K. (2016). The Fourth Industrial Revolution. Geneva: World Economic Forum.
  • Schiffman, S. (2005). Business issues in online education. In J. Bourne, J. C. Moore (Eds.), Elements of quality online education: engaging communities (pp. 151-172). Massachusetts: Sloan-C.
  • Schuster K., Grob K., Vossen R., Richert A. and Jeschke S. (2016). Preparing to industry 4.0-Collaborative virtual learning environments in engineering education. The International Conference on E-Learning in the Workplace, 10-12 June. New York, USA.
  • Triacca, L., Bolchini, D., Botturi, L. and Inversini, A. (2004). Mile: systematic usability evaluation for e-Learning web applications. AACE Journal, 12(4), 4398-4405
  • United States Distance Learning Association (N.D.), https://www.usdla.org/about/, Date of Access: 12.08.2018
  • Zhang, D., Zhao, J. L., Zhou, L. and Nunamaker, J. F. (2004). Can e-learning replace classroom learning? Communications of the ACM, 47(5), 75-79.
  • Zhang, D., Zhou, L., Briggs, R.O. and Nunamaker, J.F. (2006). Instructional video in e-Learning: assessing the impact of interactive video on learning effectiveness. Information & Management, 43, 15-27.

CONTENT MARKETING IN ONLINE LEARNING PROGRAMS: A RESEARCH ON EU-FUNDED ‘E-PROFMAN’ PROJECT

Yıl 2022, Cilt: 7 Sayı: 1, 56 - 74, 27.05.2022
https://doi.org/10.47107/inifedergi.977275

Öz

Çevrimiçi öğrenme günümüz bilgi temelli ekonomisi için önemli bir potansiyel oluşturmaktadır. Çünkü zaman ve mekandan bağımsız, öğrenci temelli ve uygun maliyetli bir yaklaşıma sahiptir ve farklı profildeki öğrencileri bir araya getirebilmektedir. Katılımcıların ilgisini çekmek üzere çevrimiçi öğrenme programlarının elektronik pazarlama stratejileriyle tanıtılması hayati önem taşımaktadır. Bu noktada içerik pazarlama, bireylerin dijital içerik tüketicileri olarak internette önemli miktarda vakit geçirdiği bir atmosferde, çevrimiçi öğrenme programlarının promosyonunu geliştirmek üzere yeni fırsatlar sunmaktadır. İçerik pazarlama hedef kitlenin sorularını açık bir şekilde yanıtlamayı ve bireylere faydalı, ilgili ve erişilebilir. içerik sunarak empati yaratmayı hedeflemektedir. Bu çerçevede, çalışma farklı ülkelerden katılımcılar sahip olan çevrimiçi öğrenme programlarının tanıtım faaliyetlerinde içerik pazarlamanın kullanımı noktasında bir anlayış geliştirmeyi hedeflemektedir. Bu amacı gerçekleştirmek üzere AB tarafından fonlanmış uluslararası bir çevrimiçi öğrenme programı olan e-PROFMAN’ın web sitesindeki ziyaretçi davranışları Google Analytics verisi kullanılarak analiz edilmiştir. Sonuçlar, başka web sitelerinde çevrimiçi eğitim programı hakkında içerik paylaşmanın çevrimiçi öğrenme programının başvuru sayfasına ziyaretçi çekmenin en etkili yolu olduğuna işaret etmektedir. Fakat, etkileşimin en yüksek olduğu ziyaretçilerin sosyal ağlarda paylaşılan ziyaretçilerden geldiği gözlemlenmektedir. Veri analizi programda ders veren kişiler hakkındaki içeriklerin en fazla tüketilen içerik olduğuna işaret etmektedir. Araştırma kapsamında, websitesinde gezinmek ve başvuru sürecini tamamlamak noktasında ziyaretçilerin geldiği ülkelerdeki farklılığın önemli bir rol oynadığı gözlemlenmektedir.

Kaynakça

  • Ally, M. (2008). Foundations of educational theory for online learning. In T. Anderson and F. Elloumi (Eds.), Theory and practice online learning (pp. 15-44). Athabasca University Press.
  • Bohn, R. and Short, J. (2012). Measuring consumer information. International Journal of Communication, 6, 980-1000.
  • Conrad, D. (2006). E-Learning and social change: an apparent contradiction. In Beaudoin, M. (Ed.), Perspectives on higher education in the digital age (pp. 21-33). New York: Nova Science Publishers.
  • Content Marketing Institute (N.D.). What Is Content Marketing? http://contentmarketinginstitute.com/what-is-content-marketing, Date of Access: 10.08.2018
  • Duggan, M. (2015). The Demographics of Social Media Users, http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/, Date of Access: 12.08.2018 Ellis, R. (2004). Down with boring e-learning! Interview with e-learning guru Dr. Michael W. Allen, http://www.astd.org/LC/2004/0704_allen.htm, Date of Access: 10.08.2018
  • Gallatin, C. (2009). Internet marketing techniques for online programs. In P. L. Rogers (Ed.), Encyclopedia of distance learning (pp. 1274-1279). Idea Group Inc (IGI). Second Edition.
  • Gardiner, K. (2013). The Story Behind ‘The Furrow’. The World’s Oldest Content Marketing, https://contently.com/strategist/2013/10/03/the-story-behind-the-furr ow-2/, Date of Access: 18.08.2018
  • Granitz, N. and Greene, C.S. (2003). Applying e-marketing strategies to online distance learning. Journal of Marketing Education, 25, 16-30.
  • Henry, P. (2001). E-learning technology, content and services. Education + Training, 43 (4-5), 249-255. Holliman, G. and Rowley, J. (2014). Business to business content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293.
  • Jefferson, S. and Tanton, S. (2013). Valuable content marketing. London: Kogan Page.
  • Jolliffe, A., Ritter, J. and Stevens, D. (2012). The online learning handbook: developing and using web-based learning. London: Routledge Press.
  • Lieb, R. (2012). Content marketing - think like a publisher - how to use content to market online and in social media. Indiana: Que.
  • Means, B., Toyama, Y., Murphy R., Bakia M. and Jones, K. (2009). Evaluation of evidence-based practices in online learning: a meta-analysis and review of online learning studies. U.S. Department of Education Office of Planning, Evaluation, and Policy Development Policy and Program Studies Service Center for Technology in Learning US.
  • Moon, G. (2013) What is Content Marketing?, https://coschedule.com/blog/content-marketing-history/, Date of Access: 10.08.2018
  • Salmon, G. (2004). E-tivities: The key to active online learning. London: Kogan Page.
  • Schaefer, R. (2014). Content Shock: Why content marketing is not a sustainable strategy, https://www.businessesgrow.com/2014/01/06/content-shock/, Date of Access: 10.08.2018
  • Schwab, K. (2016). The Fourth Industrial Revolution. Geneva: World Economic Forum.
  • Schiffman, S. (2005). Business issues in online education. In J. Bourne, J. C. Moore (Eds.), Elements of quality online education: engaging communities (pp. 151-172). Massachusetts: Sloan-C.
  • Schuster K., Grob K., Vossen R., Richert A. and Jeschke S. (2016). Preparing to industry 4.0-Collaborative virtual learning environments in engineering education. The International Conference on E-Learning in the Workplace, 10-12 June. New York, USA.
  • Triacca, L., Bolchini, D., Botturi, L. and Inversini, A. (2004). Mile: systematic usability evaluation for e-Learning web applications. AACE Journal, 12(4), 4398-4405
  • United States Distance Learning Association (N.D.), https://www.usdla.org/about/, Date of Access: 12.08.2018
  • Zhang, D., Zhao, J. L., Zhou, L. and Nunamaker, J. F. (2004). Can e-learning replace classroom learning? Communications of the ACM, 47(5), 75-79.
  • Zhang, D., Zhou, L., Briggs, R.O. and Nunamaker, J.F. (2006). Instructional video in e-Learning: assessing the impact of interactive video on learning effectiveness. Information & Management, 43, 15-27.
Toplam 23 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Halkla İlişkiler
Bölüm Makaleler
Yazarlar

Oğuz Kuş 0000-0002-2593-4980

Ayşegül Özbebek Tunç 0000-0002-6555-5627

Yayımlanma Tarihi 27 Mayıs 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 7 Sayı: 1

Kaynak Göster

APA Kuş, O., & Özbebek Tunç, A. (2022). CONTENT MARKETING IN ONLINE LEARNING PROGRAMS: A RESEARCH ON EU-FUNDED ‘E-PROFMAN’ PROJECT. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 7(1), 56-74. https://doi.org/10.47107/inifedergi.977275