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Top Tips for a Successful International Digital Campaign in 2017

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Kelvin Ward – Digital Marketing Manager
Laura Le Bon – Marketing Communications Manager
Hobsons
London, UK | February 2017

Published in: Education
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Top Tips for a Successful International Digital Campaign in 2017

  1. 1. To p t i p s f o r a s u c c e s s f u l i n t e r n a t i o n a l d i g i t a l c a m p a i g n i n 2 0 1 7 Kelvin Ward – Digital Marketing Manager Laura Le Bon – Marketing Communications Manager Hobsons London, UK | February 2017
  2. 2. # H U E M E A 1 7 We work with you to transform and future-proof the way you market, acquire, engage, convert and retain students through data-driven decision-making processes. Hobsons
  3. 3. 1 2 3 4 5 6 Setting KPI’s Content Understanding your audience Segmentation Innovation Automation What we will cover 7 Reporting 8 Summary
  4. 4. 1. Setting KPI’s
  5. 5. # H U E M E A 1 7 Agree objectives upfront • 95% of leading marketers agree that "to truly matter, marketing analytics' KPIs must be tied to broader business goals.“ • Validity – ‘We have some spare budget and we need to use it or we will lose it’ • Use google analytics goal setting model for digital campaign's • Agree resource and set campaign governance
  6. 6. 2. Understanding your audience
  7. 7. # H U E M E A 1 7 Gen Z • Deliver the message fast - Goldfish have longer attention span than Gen Z - 6-8 seconds • 74% of video value delivered in first 10 seconds • Build relationships and meaningful interaction – ‘Return on Interaction Model’
  8. 8. # H U E M E A 1 7 Choose the right channel • Mobile first • Video will account for 80% of all internet traffic by 2019 • Keep up with in-country trends
  9. 9. # H U E M E A 1 7 Dedicated approach • No.1 market but lack of marketing investment • Digital landscape moves quickly – WeChat expanding • Marketing opportunities
  10. 10. # H U E M E A 1 7 You cannot assume • That the same marketing approach and keywords are going to be used in each location • There will be a similar level of popularity for the same marketing approach • That your base language will be the most popular – think influencers too
  11. 11. # H U E M E A 1 7 Design for no sound • 41% of video ads deemed meaningless without sound • Captioning increases average view time by 12% • Translate when relevant
  12. 12. 3. Segmentation
  13. 13. # H U E M E A 1 7 International Student Survey and Lead Scoring • Conduct regular research • Get feedback from your current international students • Download the ISS report • Identify common traits • Current and emerging markets • Lead scoring provides better targeting opportunities by helping identify hotter prospects within your database • Set criteria and assign points • Results can help identify emerging markets • Those students with a higher score should be targeted
  14. 14. # H U E M E A 1 7 Image and short description option Drag  or  drop  your  photograph  here
  15. 15. 4. Content
  16. 16. # H U E M E A 1 7 Effective content and A/B testing 1. Subject lines – personalisation, buzzwords, length, punctuation 2. Content – buttons vs links, videos vs no videos, length of communication, paragraphs vs bullet points 3. Best day for sending 4. Dynamic Content
  17. 17. Top Tips: • Make call to actions clear • Use P.S. in your communications • A/B test your subject lines • Use buttons instead of links
  18. 18. 5. Automation
  19. 19. # H U E M E A 1 7 Nurture Programmes • Allows you to create conversations with students who would otherwise be disengaged • Responds to student behaviours when a student has performed a desired action within a template • Keeps the university at the forefront of the students mind • Stops sending communications when they are no longer valid (student has declined offer) • Frees up resource to work on other projects • Increases open and click through rates • Improves conversion
  20. 20. # H U E M E A 1 7 Nurture Programmes
  21. 21. # H U E M E A 1 7 Nurture Results 88% 56% 68% 50% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Self Qualified Potential   Unqualified Conversion  MO  to  Enrolment  %
  22. 22. 6. Innovation
  23. 23. # H U E M E A 1 7 Using data to innovate
  24. 24. # H U E M E A 1 7 Campaign management – use digital tools • Campaign management – Trello • SEO – The MozBar extension • Analytics – In page by Google • Content - Grammarly.com
  25. 25. 7. Reporting
  26. 26. “As we look to the future, the challenges are not so much about acquiring tools as they are about unlocking their full potential—and uncovering useful insights.”
  27. 27. # H U E M E A 1 7 Make data useful • Take Inventory • Organise your data • Share a story
  28. 28. # H U E M E A 1 7 Customisation • Pull Data from Tons of Sources • Add Pictures, Text and Change Colours • Share, Share, Share
  29. 29. 8. Summary
  30. 30. 1 2 3 4 6 7 Video captions as standard Agree objectives upfront Deliver your messages quickly Adopt a new digital tool Deliver content based on behaviour Key takeaways 8 Map your data 9 Remain Agile – Digital moves quickly5 10 Use feedback polls Ensure content is market specific Make data meaningful
  31. 31. Questions? Kelvin Ward – kelvin.ward@hobsons.com @kelvinjward Laura Le Bon – laura.lebon@hobsons.com

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