E-Learning marketing: Parents the new soft target?

Ride-hailing, Mobile Wallets, Online shopping are great examples of trends that became the norm. E-learning is the latest addition to this list. While e-learning providers (EdTechs) have been around for more than a decade (e.g., Khan Academy in 2007, Byju's in 2011, Coursera in 2012, etc.), customer adoption growth was choppy. Education stakeholders (i.e., policymakers, providers, parents, teachers, and learners) have had varying degrees of reservations against e-learning, specifically around its efficacy. E-learning was considered supplementary to classroom teaching.

The nationwide lockdown, Janta Curfew, literally strong-armed all the stakeholders to adopt e-learning as the mainstream way of delivering education. The adoption skyrocketed across b2b, b2c and g2c segments. The lockdown convincingly proved that e-learning could be as effective as classroom teaching. Access to education is now literally at the fingertips as long as one has a smart device and a stable internet connection.