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Audience segmentation

The main segmentation used by i‑to‑i is geographic:

● 

UK

● 

North America

● 

Europe

● 

Australia and New Zealand

● 

Rest‑of‑world (same as UK)

Different brochures are also available for each geo‑

graphical area.

Information is also collected on an optional basis 

about prospects’ age and status, although these are not 

used for targeting emails. Status categories are:

● 

Student

● 

Employed

● 

 Self‑  employed

● 

Career break

● 

Unemployed

● 

Retired

Since optional information is restricted to certain lead 

tools it is not used to target emails. For weekend TEFL 

courses, postcode/city is used to target courses to 

prospects.

Competitors

Some of the main competitors for online TEFL courses 

based in the UK and Australia include:

● 

www.cactustefl.com

● 

www.teflonline.com

● 

www.eslbase.com

In the US, competitors who also operate in the UK and 

other countries include:

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Part 1  Introduction

● 

www.teflcorp.com/

● 

ITTP  (International   Tefl‑  Tesol‑  Online)  www. tefl‑  tesol‑ 

 online.com

Media mix

i‑to‑i uses a combination of these digital media chan‑

nels to drive visits, leads and sales:

● 

Pay per click (PPC) (mainly Google AdWords)

● 

Social media marketing using Facebook, Twitter and 

i‑to‑i’s own traveller community

● 

Natural search

● 

Affiliate marketing

● 

Display advertising

● 

Email marketing