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    In today's society digital technology is an essential part of day-to-day life. Our entire daily infrastructure is dependent on computers, networks and screens. The education sector is no exception. It facilitates learning as an accessible, seamless and integrated process.

    orange-quotation-marks-hi.png Technology gives us power, but it does not and cannot tell us how to use that power. Thanks to technology, we can instantly communicate across the world, but it still doesn't help us know what to say. "  
                                  Jonathan Sacks

    In recent years, we have seen technology progress at an exponential rate. Phones, computers, tablets, wifi, social networks, data storage; all of these have being continuously transforming and improving to create new user experiences. Technology is a new weapon in our arsenal – it is a weapon of communication.

    In today's society digital technology is an essential part of day-to-day life. Our entire daily infrastructure is dependent on computers, networks and screens. The education sector is no exception. It facilitates learning as an accessible, seamless and integrated process. As it connects devices and people across cities, nations and time zones, technology has the potential enhance learning and complement educators.

    That's the key point though – how do we ensure technology is an asset rather than a distraction?

     Education technology has the capacity to expand participation and enable mobility across academic learning areas and educational institutions. It's undeniable - technology is changing the way we think. But is it for the better? Against some vocal opinion, Clive Thompson (author of Smarter Than You Think: How Technology is Changing Our Minds for the Better) is optimistic. He believes the Internet Age has produced a new way of thinking, a new form of human intelligence. We are able to connect with global networks, learn more and even better retain that information!

    Our technology is improving us as both individuals and as a society.

     

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    From Apprehension to Acceptance 

    In his book Thompson touches on a common trope in world history – 'this new technology is ruining society! Back in my day…' Every technological innovation is accompanied by fear because it requires reconsideration of commonly-held beliefs and practices. In the 16th century Swiss scientist, Gessner, complained about the unmanageable amount of information inspired by the invention of the printing press. A similar fear was seen in the 20th century when we feared video WOULD kill the radio star. Thousands of years ago there was likely an unhappy caveman who didn't appreciate 'this new-fangled fire thing'.

    It's a tale as old as time, but eventually we come to terms as what was new becomes the norm. Our fear is of lifestyles changing, that what was we considered important is no longer relevant, that our habits and lives are being trivialised. But we also cannot deny how influential our digital presence has become. It is a powerful force – consider the online fundraisers that saved a bus monitor from a horrible job, that financed a little boy's dream of an arcade or even inspired the Arab Spring. These are examples of its enormous potential to facilitate communication.

    In terms of education our digital toolkit (from Google and email to Twitter, Facebook, cloud storage and mobile connectivity and devices) is hugely useful! These everyday tools provide new opportunities for learning. The education sector has to embrace these technologies, though not without careful consideration. Stakeholders are not interested in poorly designed gimmicky technology.

    The most important thing to remember is that technology is a tool. It is not a solution in itself.

    Technology excels when it builds on strong foundations. It assists, supplements, facilitates and supports traditional teaching methods, and most importantly the teachers.

     As an example, Class Dojo is an app which monitors student behaviour. It doesn't replace the teacher or educator, it assists them! It allows a teacher to disperse merits and mark misbehaviour within the class, all while recording these details. These records can also be easily shared with the students, parents and other teachers. So this app is a great example of helping a teacher, while not aiming to replace them.

     Aditi Avasthi, founder and CEO of Embibe (an exam preparation website), made an excellent point about the disconnect between technology and educations. Her view was that tech developers are trying to treat symptoms rather than diagnosing or understanding key issues for educators. Many technology 'solutions' in the education sector do not improve upon their real-life offline counterparts. As a result, they often fade into obscurity after launch as users realise the product's limitations. There needs to be a strong focus on the content, rather than the technology – otherwise its reduced to a gimmick.

     As marketers, consider what we've mentioned above. It's a balancing act between the new and the old. Your approach to marketing your organisation should be just as carefully planned. Your use of technology should be useful, insightful and practical. Your goal is to communicate with potential (and current) students. Use technology to make that communication special, personalised and relevant, not to be flashy or ornamental. Have a beautiful but functional website. Engage with insightful social media. Use your ability to transcend geography to spread your message far and wide, but focus on the right people. You know the drill, if you build it (a comprehensive, well-thought out inbound marketing strategy), they will come (your champion customers). Here's some pointers: 

    • Do not try to build something based on assumptions! Plan your actions with the right information, RESEARCH!
    • Do not build in isolation - you need an integrated approach. It's no use having excellent web tools for assisting with enquiries if there's no staff there to man them.
    • Consider whether or not something is better suited to be offline. Just because you CAN put it online, doesn't mean you SHOULD.

    Technology will always have its advantages and disadvantages. However, do not discount technology from being an essential part of a successful educational institution and its marketing strategy. On the other hand, do not rely on technology completely, make sure that what you are offering prospective students and stakeholders is worth their time and effort. After all, what they are most interested in is the product, rather than the medium of delivery. Communicate, create and educate.

    For the love of marketing,

    Alex

     

     

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    Alex McLean
    Post by Alex McLean
    February 25, 2016
    Content Manager at Connect Labs. From a communications background but I'm a information sponge - inform me please! Lover of cats and the Saints. I'll quote the Simpsons at you all day. Let there be good content for all.