MODERN TRENDS IN THE DEVELOPMENT OF EDTECH COMPANIES AND THEIR INFLUENCE ON THE FORMATION OF A MARKETING STRATEGY IN THE FIELD OF EDUCATIONAL TECHNOLOGIES

Abstract

Identifying the specifics of an EdTech company's development in today's environment is relevant for several reasons. Firstly, the rapid growth of the EdTech market: educational technologies have become increasingly popular in recent years, and this market continues to grow every year. Therefore, companies operating in this industry need to identify their own development features to successfully compete in the market. Secondly, the development of technologies is rapidly evolving, and companies that cannot adapt to new technologies risk being left behind and losing competitiveness. Thirdly, the unique competitive environment: the EdTech market is still in its infancy, and each company has its own unique features that allow it to develop a competitive positioning. Fourthly, changing consumer habits and expectations, which change over time, and companies must take these changes into account and adapt to them. The article examines the main methods of promotion that are important for the success of a company in a highly competitive environment. The article analyses the following methods: partnerships with organisations and creation of partnership programmes, content promotion, organisation of online and offline events of various kinds, use of social networks, SEO promotion and affiliate marketing. The author emphasises that the content promotion strategy is becoming increasingly important and is an indicator of the company's long-term intentions. The main trends observed in the field of education are considered. The author discusses the need to take into account external promising areas of development, the experience of other companies and adapt trends from different areas to their activities in order to develop a market-oriented strategy, not just innovations within the company's specialisation. The article identifies 14 promising areas for the development of EdTech companies in today's realities, including the use of artificial intelligence to personalise learning, the development of virtual and augmented reality technologies, the use of blockchain to create secure data storage systems and electronic documents, robotics and automation of the educational process, the development of gamification in education, the use of the Internet of Things, cloud technologies, the transition to a modular learning system and the increasing role of data and analytics in education. The success of EdTech companies will depend on how effectively they can adapt to the changing requirements and needs of users and the education sector as a whole. Thus, identifying the specifics of an EdTech company's development is an important step in its successful growth and competitiveness in the market. The main methods used in the article include analysis, synthesis, generalization, classification, and others. The practical significance of this article lies in the importance of identifying the unique characteristics of EdTech companies to successfully compete in a rapidly growing market and adapt to evolving technologies.