Student lifestyle
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Digital Marketing presentation, City University, London - lifestyle - Teach Digital, www.teachdigital.uk
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Student lifestyle
- 1. Digital Marketing Presentation Rosita Lovisetto and Zahra El-Afany
- 2. ‘’A student Concierge for Home and International Students’’ Assignments Revision and Exam preparation Accommodation: Student halls and Private residence University Enrolment &VisaApplications Work Experience/ Internships/Career prospects History,Arts and Culture Student Advice & Support Student Health & Fitness Trips and weekend Away Student Lifestyle
- 3. Figures from UCAS (the University and College Admissions Service) show non-EU applicants have increased by 7% (February 2013 on February 2012). This is an increase from 44,831 to 47,985 applicants. (universitiesuk.co.uk,2013)
- 8. Content Marketing: ‘Content marketing is the art of communicating with your customers and prospects without selling’ (Content Marketing Institute, 2013) Content marketing is about creating materials that teaches and sells (Giha Perera, 2013) Examples: Articles,Video’s, Blog posts, Webinars, Press releases, Magazines MUST Have’s: Compelling title to grab reader’s attention Content MUST be new, exciting and up to date otherwise you will not entice your audiences to follow you and be apart of your community (Marketing Week, 2013)
- 9. WebsiteTabs: Home, About Us, Studying in London (University Application, UCAS,Visa Services) StudentAccommodation (Rent a room, flat share,Affiliate Estate Agents, Moving in fees) London Lifestyle (Nightlife, Entertainment, Art and Culture, Meet Ups, Health & Fitness Contact Us Mobile App: Daily basis updates on what’s available: Rent a room today, Enrol today, Jobs andWork Experience, Student Chat Room, E-commerce: Books and student materials available to purchase online along withWhite Papers, London guide books, A-Z most recognized universities E-ZINES: (Student E-Magazine) Download articles, articles, news updates, community connections and Involvement, monthly frequency Videos: Lifestyle in London, LiveTestimonials Webinars and Skype Q & A’s with University Tutors and Professors in London
- 12. Acceptances access Adjustmentadmissions Admissions 2012Adult Learners‘ Weekanalysisapplicants applications budget business international community Chinaclearingcompetitiveness apprenticeships economic growth FreedomofInformation Fundinggraduates LordsimmigrationIndiainternational studentsinvestment conference maturestudents migration NHS Office for Fair Access (OFFA)part-timeresearch Review of part-time and mature studyskillsSocial mobility spending reviewstudent financeUCAS universitiesWhite Paper widening particpation forum networking events
- 13. Create free and original quality content on your site with regular updates for repeat visits Tags and Links Submit a sitemap.xml Outsource article writing i.e. white papers AddVideo (VLP) to landing page to improve conversion and page ranking Focus on keywords – not only on headings and page name but into “MetaTags” (software codes) for Search engines to find you and avoid key text in graphics Exchange links with other websites (check reputation before linking) Social Media: Become apart of a community, share events and promotional posts, E-Zines: Share news with Blogs and online newspapers On Page Optimization: Include actual HTML code, meta tags, keyword placement and keyword density. Use promotional codes and online vouchers Offer free online services: Webinars and free consultations
- 14. SEO: Onsite Content and Off- site link backs URL (Uniform Resource Locater): features keywords (beginning of URL is ranked as more important to search engines) Google Ranking’s – Keywords Google Maps and Places Google + account and circles GapAnalysis to manage SEO – creating more channels i.e. Blogging, social media or features on partners newsletters Study London UniversityLife Accommodation Health & Fitness Student Finance International Home Study Skills Languages Support & Learning Visa Asia Europe Tourist Nightlife
- 16. Vlogging Call to Action Lead generation CRM OnlineVoucher Promotion – ‘voucher codes’
- 17. Consumers are spending 127 minutes per day in mobile apps– up 35 percent from 94 minutes a day in the same time last year. 1. Transactional - E-commerce - Direct Marketing 2. Promotional - Online Content -Viral Marketing - Email Marketing - Brand Sponsored Media 3. Conversational - Digital Engagement - Social Networking ‘’Average consumer checks their mobile device 150 times per day’’ (Josh Graff, Marketing Week 2013)
- 18. Objectives: - Relationship building, capture interests, motivate to purchase and establish customer loyalty Keeping in contact with current customers and prospects Engage, Connect and Involve MOBILE APP FACEBOOK FAN PAGE VIDEOS BLOG NEWSLETTER PRESS RELEASE WHITEPAPERS DIRECT MAIL CO-BRANDED EMAIL VOUCHER PROMOTION – CODE
- 19. Hoot Suite - Allows us to target our audiences from different angles – as our target audience is 18-25 who use different networks to socialize - Using this platform saves time and is a very effective way to get your message across immediately using various social networks Google + - Will be used effectively to get highly ranked on Google Twitter will be used to engage with our audience and to promote events, promotions and to network Facebook Fan page and group
- 21. BRITISH COUNCIL FOXTONS Key benefits of using Foxtons Student Services:- Complimentary, personal property finding service with a dedicated Account Manager for finding the right property Single point of contact on hand to look after your each and every property requirement with expert advice and guidance Step-by-step guide to the entire letting process, financial and legal jargon explained and detailed local information to help decide on your perfect location Whether you are looking for a long or short term rental, in a modern studio flat or a large house to share with your friends, we've got it covered! Centralised searching – covering all over London Saving you the effort of registering with multiple offices - leaving you more time to concentrate on your studies Open 9am-8pm Monday to Friday and 9am-5pm Saturdays, Sundays and Bank Holidays. In addition our phone lines are open 8am-8pm seven days a week To remove the hassle of getting to and from your property viewings, we will happily chauffeur you in one of our fun x-ray minis, making sure you arrive in a relaxed frame of mind With over 42 languages spoken at Foxtons, we are well placed to cater for overseas students - Multi-lingual department to translate language barriers
- 22. http://www.youtube.com/watch ?v=5g7MfdyxidQ Partnership Videos are more interactive in today’s society (Tubemogul,2013) “If you want users to consume an advertising message in a legitimate way it has to be entertaining and have value and be exciting’’. (Matt Elek, MarketingWeek, 2013)
- 24. Digital Marketing Presentation Rosita Lovisetto and Zahra El-Afany
Editor's Notes
- Aim to target International Students from all over the world aged 18-25 year olds Offer a range of student services that can help students with an easy student lifestyle in London Create a Digital Marketing strategy to ensure students can communicate and achieve everything they want digitally
- Branding is more than a logo – it encompasses the over all experience of during at the restaurant. The visual aspects of a brand supports the brand promise through the design of the logo, colours, fonts, image, styles and content as it must attract the customer.
- An overview of what we will be covering for our business on a digital aspect Content Marketing: ‘Content marketing is the art of communicating with your customers and prospects without selling’ (Content Marketing Institute, 2013) Content marketing is about creating materials that teaches and sells (Giha Perera, 2013) The content should be 80% Educational and 20% promotional, it must deliver high value, relevant and informative (Google has always rewarded high quality content from respected authorities and started penalizing websites that don’t quality content Examples: Articles, Video’s, Blog posts and webinars, MUST Have’s: Compelling title to grab reader’s attention Content MUST be new, exciting and up to date otherwise you will not entice your audiences to follow you and be apart of your community Marketers should identify the customers problems, inspirations and concerns in order to create quality content QUESTIONS: - WHAT ARE THE CLIENTS QUESTIONS? ISSUES? – LOOK INTO TARGET AUDIENCES PUBLICATIONS FOR IDEAS FOR TITLES The content should be 80% Educational and 20% promotional, it must deliver high value, relevant and informative (Google has always rewarded high quality content from respected authorities and started penalizing websites that don’t quality content Examples: Articles, Video’s, Blog posts and webinars, MUST Have’s: Compelling title to grab reader’s attention Content MUST be new, exciting and up to date otherwise you will not entice your audiences to follow you and be apart of your community
- Linked Text – Text that is underlined is linked text that could be on someone else’s webpage, which must have the Keywords Tabs on webpage: Home, About Us, Student Services, Studying in London, Visa Services, Student Accommodation, London Lifestyle, Health & Fitness, Articles and Contact Us Forum – where students can sign in and chat live with us and other fellow students Testimonials by students and parents Sign in web page – to capture our clients information – CRM Contact us – our contact details, registered address, location on a map, contact names, email address, contact number etc.
- FREE ORIGNIAL AND QUALITY CONTENT
- Google invented Google + as it can personalise results more effectively to produce content the way we want to see information
- Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales.
- Video advertising trends: people in the UK are more likely to click on pre-roll video advertising on their tablets or smart phones than on their laptops (TubeMogul). Videos are more interactive in today’s society especially with our target audience which are people who are studying aged 16-25 yrs. As online video advertising and videos used on websites continue to soar in popularity, but with so many distractions online, as marketers we will have to make sure the experience is targeted and enticing. Fashion retailers such as Topshop, ASOS and Boohoo have been successful in engaging their customers with online video campaigns as customers are then able to click and purchase products instantly. Videos have been successful as it is a way of bringing excitement and encourages engagement and interaction to the customer.
- - Mobile is predicted to be bigger than internet in 5 years (Morgan Stanley, 2010) • 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smart phone • 72% use their smart phones while consuming other media, with a third while watching TV • 93% of smartphone owners use their smartphones while at home E-commerce – books and student materials available to purchase online along with London guide books, A-Z most recognized universities Direct Marketing – Online content – Email Marketing – snap shots, newsletters Digital engagement – Social networking -
- Mobile Marketing - Rss - News feeds allow you to see when websites have added new content. You can get the latest headlines and video in one place, as soon as it's published, without having to visit the websites you have taken the feed from. Feeds are generally known as RSS ('Really Simple Syndication') which are just web pages, designed to be read by computers rather than people. BBC News provides feeds for both the desktop website as well as for our mobile site and the most popular feeds are listed here. (http://www.bbc.co.uk/news/10628494)
- Online partnerships: affiliate marketing, sponsorship, cobranding, Link Building, Widget Marketing
- Video advertising trends: people in the UK are more likely to click on pre-roll video advertising on their tablets or smart phones than on their laptops (TubeMogul). Videos are more interactive in today’s society especially with our target audience which are people who are studying aged 16-25 yrs. As online video advertising and videos used on websites continue to soar in popularity, but with so many distractions online, as marketers we will have to make sure the experience is targeted and enticing. Fashion retailers such as Topshop, ASOS and Boohoo have been successful in engaging their customers with online video campaigns as customers are then able to click and purchase products instantly. Videos have been successful as it is a way of bringing excitement and encourages engagement and interaction to the customer.