Marketing apps to children can be tough – but not necessarily in the education world. Let’s take a closer look at the market for educational apps, because as it turns out, Apple has managed to not only capitalize on but also pioneer the movement for the use of apps in education.
Apps for Kids: The Conundrum
As with marketing any product to children, the complication is that marketing and monetizing said product means that you must not only appeal to children but also to their parents. Some (bad) advice has been, start with a free app, and then use in-app purchasing to cash in. But I’m sure we’ve all heard the horror stories about kids hitting the gold coin button to buy more lives or new upgrades without asking parents first. No thanks.
Apple’s Approach: Make it About Learning
Apple has taken command of the app world for children. The company has done a lot of work to target the preschool market with simple, easy to navigate apps that have concrete educational value. For a long time, Apple has placed a lot of its investment on the education world, offering discounts for students on laptops and special deals for educators as well.
Now, the internet has taken charge of much of the education world, especially with the use of “blended learning” – which is comprised of educational delivery programs where students are exposed to a good amount of relevant educational content online while in the classroom.
Educational Apps for Every Kind of Teacher and Learner
Apple, of course, is one step ahead. With the launch of iOS 7, the corporation has pioneered brand new ways to help educational institutions incorporate the use of apps for learning purposes. Apple is also deeply invested in providing technology to assist in special education with different accommodations and preference settings for optimum accessibility, as well as an app collection developed expressly for special education.
And now, teachers themselves can look through countless apps and websites through the recently launched Graphite website, a directory of educational apps previously rated by other educators with “field notes” about how they use apps in their own classrooms so that other teachers can glean ideas for their own educational strategies.
Marketing to kids can be a tricky business. In the case of apps, however, the answer is becoming clearer and clearer. Putting an educational spin on an app and getting Apple on board is a start; it’s also important to make sure to reach out to parents and keep the content relevant and up to date. Younger and younger children are going digital, and starting early with apps that are fun, educational, and appealing to both kids and parents is a great place to start.
Are kids a target market for your business? How do you market to kids (or parents)?
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