Role of Web Based Promotional Tools in Educational Sector: An Indian Scenario

The Education Industry holds an important place in the world. The education market in India, which is presently worth around Rs 5.9 trillion (US$ 92.98 billion), is poised for some major growth in the years to come, as by 2020, India will have the world's largest tertiary-age population, and second largest graduate talent pipeline globally. Presently, higher education contributes 59.7 per cent of the market size, school education 38.1 per cent, pre-school segment 1.6 per cent, and technology and multi-media the remaining 0.6 per cent. The higher education sector in India is poised for an average growth of 18 per cent per year till 2020 (http//www. ibef. org/industry/education-sector-india. aspx) [1]. The size of the education sector may double to USD 50 billion by 2015 with the rise in government expenditure along with an increase in middle-class income, an industry chamber study has said. At present, the size of the education sector is pegged at USD 25 billion, said an Assocham study. The government is planning to spend about 5 per cent of GDP in the next five years on education, it said and noted that the middle-class has started spending more on education and no longer considers it an expense. Marketing is essential to boost the market of education Sector. In last few years the idea of buying and selling has tremendously changed. The Internet has overtaken television as the largest advertising market, as banner and pop-up advertisements showcase a vast array of products and services. The total population of India is 1, 283, 810, 000. Out of which 13% use social media and spend approximately 2 hours 26 minutes daily. The use of social media by mobile users is 57% of total population and time spend is 2 hours 36 minutes per day. Social media marketing is one of the most important types of online marketing where small businesses are marketing their products/services and brands on social media websites like Facebook, Twitter, LinkedIn, Google+, etc. It enables individuals and communities to co-create, share, and modify content in an interactive, Internet-based environment. The use of social media in marketing can benefit the education industry by developing the awareness and benefits of various courses, subjects and even reducing marketing expenses, increasing the market.