In the ever-evolving world of online education, staying ahead of the curve is paramount for both instructors and learners. That's why we're excited to bring you an exclusive opportunity to dive deep into the insights and strategies shaping the future of Udemy, directly from the source. Posted above is a special replay of our recent Ask Me Anything (AMA) session with Genefa Murphy, Udemy's Chief Marketing Officer.
In this one-hour session, Genefa fields a wide range of questions from our Udemy Instructor community. From the latest marketing strategies to enhancing course visibility, to the intricacies of course pricing in today's dynamic market, Genefa offers valuable insights that will empower instructors.
Below is a summary of the types of questions that were asked during the live session. These questions reflect a wide range of interests and concerns from the Udemy community, including marketing strategies, instructor support, course quality and differentiation, pricing and promotional tactics, platform features, and partnerships.
We'd love to know which part you found most insightful, leave us a comment below!
I appreciate this information, thank you for sharing.
Really curious about "declining effectiveness of email and social media marketing..." That makes no sense, neither is declining, and I don't see another option, that is the main reason I will watch...Out of curiosity for this outrageous statement.
Hi SoyMarketer (Alex) - so this is context dependent e.g. per segment and also per country. In some countries as an example social is on the rise and that's why we are looking at new channels (for Udemy) like SMS and Whats' App and in other countries we see that social is good for engagement but not conversion. In the case of email - it remains one of the most cost-effective channels for B2B but in some cases, open rates or CTR on email are declining as prospects get bombarded with too many emails, one survey found I think it was ~60% of B2B felt overwhelmed by the number of emails they receive (add to that the ever-evolving GDPR and CCPA etc) so, we have to ensure we are creating a balance of channels that will both inform and yield an action like a click-through or further engagement. It also depends on how effectiveness is measured e.g. cost-effectiveness may be good in aggregate but direct conversion and contribution may be lower compared to other channels.