Marketing tactics hidden from the public eye in Bangladesh's educational sphere: A scrutiny of advantages and obstacles
In the competitive landscape of higher education in Bangladesh, several private universities are embracing a novel promotional approach: Hidden Marketing. This strategy, which subtly conveys brand messaging without overt advertising, is increasingly popular among mid-tier and newly established universities that seek to communicate their brand value without heavy financial investment.
Hidden Marketing, also known as invisible marketing, influences audience behaviour by creating unseen or indirect brand impressions. It is achieved through storytelling by alumni or influencers sharing authentic experiences, or by creating environments where students and faculty become brand ambassadors in natural settings.
One of the key advantages of Hidden Marketing for universities in Bangladesh is its cost-effectiveness. By leveraging the mere exposure effect - where repeated but unobtrusive visibility of the university’s name or achievements helps build familiarity and positive associations - mid-tier institutions can gradually shift perceptions in their favour, without relying on large-scale advertising budgets or established elite status.
The strategy also allows universities to build authentic narratives and cultural norms around their brand. By focusing on real success stories and subtle influence, these institutions can foster trust and recognition in ways mainstream advertising may not achieve. Common practices in Hidden Marketing for universities include alumni or influencer-driven storytelling, video blogs, short documentaries, and academic and research updates on social media.
However, it is crucial to establish ethical guidelines for Hidden Marketing content. Without ethical grounding, the strategy may backfire, leading to feelings of distrust or manipulation. University branding offices should develop and follow a clear policy for Hidden Marketing content to ensure transparency, maintain audience trust, and avoid the risk of misinformation.
Monitoring feedback and engagement metrics from students and parents is also essential to continuously refine the strategy. Proper planning, training, and monitoring are essential for Hidden Marketing to be a powerful tool in university branding.
In conclusion, Hidden Marketing in university branding for mid-tier private institutions in Bangladesh involves using authentic storytelling by alumni and influencers, creating subtle brand visibility that feels natural and not intrusive, leveraging psychological effects like familiarity to build trust, differentiating from overt, conventional ads to appear more genuine and relatable, and ultimately cultivating a reputation and culture that attracts students through perceived value rather than just prestige. This approach suits emerging universities aiming to break into competitive markets by fostering long-term positive perceptions organically, rather than relying solely on large-scale advertising budgets or established elite status.
- Universities in Bangladesh can utilize technology to enhance their Hidden Marketing strategies, for instance, by creating engaging video blogs, short documentaries, and updating social media with academic and research achievements.
- In the realm of education-and-self-development, higher institutions can leverage finance by embracing Hidden Marketing as a cost-effective alternative to traditional advertising, focusing on authentic storytelling and building trust through subtle brand visibility, ultimately fostering a reputation and culture that appeals to students.
