Thewebinarwillbeginshortly…

CarolAslanian MichaelFlores AnthonyLevatoPresenter Presenter Moderator

2017HigherEducationDigitalMarketingTrends

CarolAslanian– AslanianMarketResearchMichaelFlores– EducationDynamics

Introduction• Collegedecisionstakeplacelargelyinthedigitalrealm…social

media,organicsearch,etc.

• Notbrochuresoropenhouses

• But,personaltouchtoo!Needtoconnect

• Allcollegesneedadigitalmarketingplan

• EducationDynamicssurveyof100schools:whereandhowtheyspenddigitalmarketingdollars.

DigitalSnapshotofProspectiveStudents

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9outof10prospectivestudentsareaccessingyourwebsiteviaamobiledevice.

TopTwoSourcesofInfo-gatheringforProspectiveStudents

1. SchoolWebsites

2. InternetSearchEngines

UseofCollegeSearchSites

14%Ofstudentsrelyoncollegesearchsiteslike

eLearners.com

DigitalMarketingTrendsfor2017

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Trend1:ChannelDiversification

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KeyTakeaways1. Seventy-fivepercentofschoolsusedFacebookads

asadigitalmarketingchannel.

2. MorerespondentscitedFacebookadsthananyotherchannel.

3. Smallerschoolstendtousefewerdigitalmarketingchannelsandgetfewerinquiriespermonth.

Trend2:RapidResponseTimes

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PollQuestion• Howfastdoprospectivestudentsbelieveyourinstitution

shouldrespondtotheirinquiry?A. Lessthan1hourB. Lessthan1dayC. Lessthan2daysD. Morethan2days

KeyTakeaways1. Two–thirdsofcolleges’firstresponsesareimpersonal:

anautomated“thankyou”message!

2. Studentsvaluearapidresponsetotheirfirstinquiry.Thoughmostthoughtthatreceivingaresponsewithin48hourswassufficient,roughlyhalfofstudentsenrolledinthefirstcollegethatresponded.

3. Today’sstudentsmakefasterdecisions!2016sawa28percentgrowthinstudentswhoappliedwithinamonthofbeginningthecollegessearch.

Trend3:SmarterInquiryTracking

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BiggestCampaignManagementChallenges(inorderoffrequency)1. Addingnewinquirysources2. Addingmorelandingpages3. Trackinginquirysources4. Changinginquiryformplacement5. Changinginquiryformlayout/copy6. Changingdigitalmarketingmessages

TopInquiryManagementPriorities(inorderofimportance)1. Keepingprospectsengagedateachstepofenrollment

lifecycle2. Analyzing/optimizingcampaignperformance3. ReducingcostsandincreasingROI4. Managingrecurringtasks,liketargetedemailcampaigns5. Consolidatinginquiryformplacement6. Gaininginsightintoandcontrolofcampaigns7. Gettingrealtimeinquiryvalidation

KeyTakeaways1. Overthree-quartersofschoolssaytheirCRMs

performbasicinquiryvalidation.

2. Keepingprospectsengagedisthemostimportantchallengesforinstitutions.

3. 85%ofinstitutionstrackthenumberofinquiriestheyreceive,butonly9%trackcostperinquiry.

Trend4:SeekingMarketingHelp

fromanAgency

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PollQuestion• Whomanagesyourweb-basedadvertisingandpromotions?

A. Managedbyin-houseteamB. ManagedbyanexternalagencyC. Co-managedbyin-houseteamandexternalagencyD. Idon’tknow

KeyTakeaways1. Smallerschoolsaremorelikelytomanagedigital

marketingin-house,whereaslargerschoolstendtoseekatleastsomeagencyassistance.

2. Thereisahighoverlapbetweeninstitutionsthatusesixormoremarketingchannelsandthosethathireanagency.

3. Institutionsusingagenciestendtoupdateandoptimizetheirdigitalmarketingcampaignsmorefrequently.

Conclusion

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• Bestadvice:actquicklytofine-tunecampaigns,addnewchannels,quicklyrespondtointerestedstudents.Ifyoucan’t,hiresomeonewhocanhelpyou.

•Measureyourresults.

FreeDigitalMarketingAudit• Foroveradecade,EducationDynamics’certifiedmarketing

expertshavegeneratedhundredsofthousandsofstudentprospectsannually,andover15,000newenrollmentsperyearforover900institutionsacrosstheglobe.

• Ourexpertiseincludes:• PaidSearch• RemarketingandRetargeting• SearchEngineOptimization• SocialMedia• AffiliateManagement