EDUCATIONAL LABS PAVE THE WAY FOR EDUCATION-BASED MARKETING
EDUCATIONAL LABS PAVE THE WAY FOR EDUCATION-BASED MARKETING

Summary/Abstract: Customer education has been a common marketing practice for quite a long time. Originally, companies focused exclusively on products and their featuresin their communication activities towards customers. Nowadays, the true value of a product user base lies predominantly in the depth of its engagement. Assuch, companies and brands place community engagement at the heart of their marketing strategies. Moreover, the era of banner blindness and ad fatigue,resulting in declining ad performance, represents new challenges for marketing experts. In their attempt to seek innovative and effective communicationchannels, companies started to recognize the high potential of customer education as a tool for boosting customer loyalty and accelerating the overallpositive impact in terms of their business results. The objective of this paper is twofold. First, based on Apple’s innovative education programme, called “Todayat Apple”, to examine, analyse and critically evaluate the innovative methods, formats, content and potential of customer education used in current marketingpractice. Second, this paper aims to start an academic discussion focusing on establishing education-based marketing among fully recognized, proven and accepted marketing strategies.

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