Analysis of Promotion Tools of Online Education Platforms in the Context of Changing Consumer Behavior during the Pandemic

Abstract The pandemic has changed the whole world, and the consequences of the disease have affected the usual consumption scenarios and the market. Digital education became one of the growing segments provided by both public organizations and private companies. The focus of this study is the change of consumer behavior, identifying new habits and the reasons for the dramatic demand for online education. This data will be obtained through an online sociological survey. Practices and specifics of business promotion during the pandemic will be collected through in-depth interviews conducted with representatives of online education platforms. Through the analysis of two aspects – consumer behavior and company strategy – the goal will be achieved: the identification of optimal tools for the promotion of online education platforms. As a result, the author expects to get confirmation of the idea that consumers, following the trend of lifelong learning and getting more affordable educational offers, are more inclined to buy the products of platforms. Its owners, in turn, use a classic set of marketing tools, investing money in commercial promotion, and also seek to maximize customer loyalty to gain an advantage over competitors.