Digital Marketing, driven by technology has forced a change in the way marketers interact with their customers. Today, people consume digital content at a lightning pace through their phones, tablets, laptops, desktops, and other connected devices. As the world becomes even more ‘connected’ through the internet, digital marketing will likely replace the more traditional forms of marketing due to its lower cost and measurability.
This presentation focuses on digital data to inform and implement different digital marketing strategies for Telfer School of Management. The presentation assesses
their current digital marketing strategy using the publicly available metrics, and identify any gaps vis a vis their competitors.
The presentation clearly defines the problem, offers great analysis, and provides realistic recommendations. The components of the presentation are as follows:
Company Background: The company background and marketing goals of the organization are clearly defined. Important industry and company insights are described along with multiple visuals to show the state of their current digital marketing situation.
Problem statement: The Problem Statement is succinctly stated and is relevant to the key digital marketing issues with the company.
Analysis: The discussion and data used addresses exactly the core issues. The facts are convincingly presented and well-argued considering the organization’s external
environment.
Recommendations: Recommendations are directly supported by the analysis. Each recommendation considers the ability of the senior management team to implement as well as the capacity of the organization to adapt.
2. Industry Overview
• 10.4 billion CAD industry
• Canadian students v/s International students trend
• Popular programs - MBA and BCom
• Digital presence
15. SEO Recommendations
• More content focusing on high interest, low competition keywords
• Homepage content with relevant content to increase stickiness and
• Increase volume of backlinks
• Update and leverage alumni network to improve Google ratings
• Remove expired links
16. Paid Ads
• Need to increase budgets on Google search network.
• Branding campaigns via display and RLSAs to high intent visitors
Traffic Source Telfer Ivey Rotman Schulich
Organic 99.28% 96.25% 98.58% 94.95%
Paid 0.72% 3.75% 1.42% 5.05%
17. Recommendations
• Invest in SEM, bid on the brand keywords of other
universities
• Run ads for Page 2-5 keywords
23. LinkedIn
• Good Visual content, design just changed
• Missing on high quality content
• Engaging commentary on business analysis, current affairs, academic research
• Complete absence of Alumni groups – showcase, involvement
• Linkage to uOttawa page & other affiliated pages
25. Recommendations
• Verification of social media accounts
• Engaging content
• Hashtag strategy
• Showcasing USPs
• Leverage Alumni to increase reviews and
ratings on Google listing
26. E-mail
• No link on website for subscription
• Only 0.73% website traffic via email
Recommendation:
• Data collection via exit intent pop-ups by providing gated content as
lead magnets.
• Email nurture flows
• Targeted newsletters
