Objectives of knowledge management

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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70
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