Branding beyond visibility: Effectiveness and challenges of hidden marketing in Bangladesh’s education sector

Contextual Introduction

Modern marketing strategies have transcended traditional product promotion. Today, branding applies not just to consumer goods but also to institutions—particularly educational institutions. Within this dynamic shift, Hidden Marketing—also known as Stealth Marketing—has emerged as a globally recognised and impactful branding tool.

In the context of Bangladesh, especially for mid-tier or emerging private universities, Hidden Marketing offers a strategic opportunity to increase visibility, credibility, and engagement in a highly competitive higher education market.

What is Hidden Marketing?

Hidden Marketing refers to promotional strategies that are intentionally subtle and non-disruptive. The aim is to embed marketing messages within content that appears organic or authentic—so much so that the audience may not even realise it is a form of marketing. Compared to traditional advertising, this method is often more credible, emotionally engaging, and responsive.

Application in University Branding

In Bangladesh, several private universities are beginning to adopt Hidden Marketing techniques. Common practices include:

1. Alumni or influencer-driven storytelling: Sharing real-life success stories under themes like "I studied here", which reflect personal experience rather than conventional advertisements.
2. Video blogs and short documentaries: Depicting the daily campus life, achievements, and aspirations of students, where the university's identity is subtly embedded.
3. Academic and research updates on social media: Though presented as simple updates, these posts quietly build the institution's academic brand value.

Why It's Suitable for Mid-Tier Universities

Many mid-level or newly established private universities in Bangladesh lack large-scale advertising budgets. For them, Hidden Marketing can offer:

• Cost-effectiveness with high impact: A strategic way to communicate brand value without heavy financial investment.
• Creative visibility: Grabs attention more naturally than direct promotional ads.
• Integration into student life: The brand becomes part of a student's lived experience, which traditional advertising often fails to achieve.

Positive Aspects

1. Enhanced Credibility: Testimonials or experiences from real students or faculty tend to be more believable than scripted ads.

2. Emotional Connection: Sharing genuine emotions like pride, struggle, and achievement helps foster loyalty to the brand.

3. Organic Reach: Hidden Marketing content often spreads more naturally across platforms, achieving visibility without paid promotion.

Risks and Challenges

1. Ethical Concerns: If audiences discover they were unknowingly exposed to promotional content, it may lead to feelings of distrust or manipulation.
2. Risk of Misinformation: Exaggerated or misleading claims can damage the university's credibility.
3. Lack of Control: Once content is shared on social media, the institution has limited control over interpretation, reaction, or resharing—potentially leading to misrepresentation.

Strategies to Mitigate Drawbacks

1. Ensure Transparency: Follow up subtle promotional content with clear and official communication to maintain audience trust.
2. Use Authentic Voices: Involve real students, alumni, and faculty to tell genuine stories that resonate more naturally.
3. Establish Ethical Guidelines: University branding offices should develop and follow a clear policy for Hidden Marketing content.
4. Monitor Feedback: Analyse reactions and engagement metrics from students and parents to continuously refine the strategy.

Conclusion

Hidden Marketing represents a promising and cost-effective branding solution for mid-tier universities in Bangladesh. Beyond affordability, it fosters emotional connection and trust—cornerstones of any lasting institutional reputation.

However, for this approach to succeed, it must be rooted in transparency, ethical practice, and strategic vision. Today's students are not only informed consumers but also critical observers. They do not merely accept advertisements—they seek authenticity and lived experience.

Personal Recommendation

University administrators and marketing professionals should delve deeper into Hidden Marketing as an institutional strategy. With proper planning, training, and monitoring, it can be a powerful tool. Without ethical grounding, however, even this promising strategy may backfire.

Concise Reference List:

• Martin, K.D., & Smith, N.C. (2008). Commercialising social interaction: The ethics of stealth marketing. Journal of Public Policy & Marketing, 27(1), 45–56.
• Todri-Adamopoulos, V. (2020). Measuring the long-term effect of stealth marketing campaigns. Marketing Science, 39(3), 462–482.
• El Ibiary, K. (2021). The impact of stealth marketing on consumer behaviour. International Journal of Marketing Studies, 13(1), 45–55.

Dr Md. Adnan Rahman holds a PhD in Digital Marketing from Putra Business School, Universiti Putra Malaysia (first AACSB-accredited business school in Malaysia). Prior to this, he completed a double Master's from the University of Bedfordshire, United Kingdom, reflecting his strong academic foundation and global exposure. With over a decade of academic and research experience both locally and internationally, he is recognised as a seasoned academic, a skilled researcher, and an expert in strategic brand communication and marketing.

Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinions and views of The Business Standard.