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2017 Higher Education Digital Marketing Trends Report

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Based on the 2017 Higher Education Digital Marketing Trends Report, this webinar focuses on how you can use digital marketing to find and enroll more students.

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2017 Higher Education Digital Marketing Trends Report

  1. 1. The webinar will begin shortly… Carol Aslanian Michael Flores Anthony Levato Presenter Presenter Moderator
  2. 2. 2017 Higher Education Digital Marketing Trends Carol Aslanian – Aslanian Market Research Michael Flores – EducationDynamics
  3. 3. Introduction • College decisions take place largely in the digital realm… social media, organic search, etc. • Not brochures or open houses • But, personal touch too! Need to connect • All colleges need a digital marketing plan • EducationDynamics survey of 100 schools: where and how they spend digital marketing dollars.
  4. 4. Digital Snapshot of Prospective Students Copyright: Aslanian Market Research 2016 4
  5. 5. 9 out of 10 prospective students are accessing your website via a mobile device.
  6. 6. Top Two Sources of Info-gathering for Prospective Students 1. School Websites 2. Internet Search Engines
  7. 7. Use of College Search Sites 14% Of students rely on college search sites like eLearners.com
  8. 8. Digital Marketing Trends for 2017 Copyright: Aslanian Market Research 2016 9
  9. 9. Trend 1: Channel Diversification Copyright: Aslanian Market Research 2016 10
  10. 10. Key Takeaways 1. Seventy-five percent of schools used Facebook ads as a digital marketing channel. 2. More respondents cited Facebook ads than any other channel. 3. Smaller schools tend to use fewer digital marketing channels and get fewer inquiries per month.
  11. 11. Trend 2: Rapid Response Times Copyright: Aslanian Market Research 2016 14
  12. 12. Poll Question • How fast do prospective students believe your institution should respond to their inquiry? A. Less than 1 hour B. Less than 1 day C. Less than 2 days D. More than 2 days
  13. 13. Key Takeaways 1. Two –thirds of colleges’ first responses are impersonal: an automated “thank you” message! 2. Students value a rapid response to their first inquiry. Though most thought that receiving a response within 48 hours was sufficient, roughly half of students enrolled in the first college that responded. 3. Today’s students make faster decisions! 2016 saw a 28 percent growth in students who applied within a month of beginning the colleges search.
  14. 14. Trend 3: Smarter Inquiry Tracking Copyright: Aslanian Market Research 2016 21
  15. 15. Biggest Campaign Management Challenges (in order of frequency) 1. Adding new inquiry sources 2. Adding more landing pages 3. Tracking inquiry sources 4. Changing inquiry form placement 5. Changing inquiry form layout/copy 6. Changing digital marketing messages
  16. 16. Top Inquiry Management Priorities (in order of importance) 1. Keeping prospects engaged at each step of enrollment lifecycle 2. Analyzing/optimizing campaign performance 3. Reducing costs and increasing ROI 4. Managing recurring tasks, like targeted email campaigns 5. Consolidating inquiry form placement 6. Gaining insight into and control of campaigns 7. Getting real time inquiry validation
  17. 17. Key Takeaways 1. Over three-quarters of schools say their CRMs perform basic inquiry validation. 2. Keeping prospects engaged is the most important challenges for institutions. 3. 85% of institutions track the number of inquiries they receive, but only 9% track cost per inquiry.
  18. 18. Trend 4: Seeking Marketing Help from an Agency Copyright: Aslanian Market Research 2016 27
  19. 19. Poll Question • Who manages your web-based advertising and promotions? A. Managed by in-house team B. Managed by an external agency C. Co-managed by in-house team and external agency D. I don’t know
  20. 20. Key Takeaways 1. Smaller schools are more likely to manage digital marketing in-house, whereas larger schools tend to seek at least some agency assistance. 2. There is a high overlap between institutions that use six or more marketing channels and those that hire an agency. 3. Institutions using agencies tend to update and optimize their digital marketing campaigns more frequently.
  21. 21. Conclusion Copyright: Aslanian Market Research 2016 32
  22. 22. • Best advice: act quickly to fine-tune campaigns, add new channels, quickly respond to interested students. If you can’t, hire someone who can help you. • Measure your results.
  23. 23. Free Digital Marketing Audit • For over a decade, EducationDynamics’ certified marketing experts have generated hundreds of thousands of student prospects annually, and over 15,000 new enrollments per year for over 900 institutions across the globe. • Our expertise includes: • Paid Search • Remarketing and Retargeting • Search Engine Optimization • Social Media • Affiliate Management

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