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DIGITAL MARKETING STRATEGY:
SKILLS FOR THRIVING AS A NEW
WORLD CONTINUES TO EMERGE
©ROBERTE.JOHNSON,PH.D.2014
Bob Johnson,...
This was real, but silly…
http://2d-code.co.uk/qr-code-airplane-banner/
Bob Johnson Consulting, LLC ... @HighEdMarketing 2
Who is Bob Johnson?
• Speciality: online marketing communications
• “Top Task” research partner w/Gerry McGovern
at Custom...
A LITTLE BACKGROUND
How we got started and where we
are today
Bob Johnson Consulting, LLC ... @HighEdMarketing 4
Today’s marketing strategy definition…
• “Marketing strategy is a process that can
allow an organization to concentrate it...
Smartphones enabled a revolution…
http://bit.ly/TlMtvN
Bob Johnson Consulting, LLC ... @HighEdMarketing 6
Technology keeps moving…
http://www.samsung.com/us/experience/smart-tv/
Bob Johnson Consulting, LLC ... @HighEdMarketing 7
New format for admissions interviews?
http://www.skype.com/en/download-skype/skype-for-tv/
Bob Johnson Consulting, LLC ......
Digital marketing is “Insanely complicated”
http://tiny.cc/71a6ew
Bob Johnson Consulting, LLC ... @HighEdMarketing 9
Marketers & “digital” in a 2013 survey…
http://www.imediaconnection.com/content/34878.asp
Bob Johnson Consulting, LLC ... ...
Marketing online for…
Brand awareness…
• We want people to know
who we are today so that
tomorrow if they need
what we off...
6 important strategy points…
#1
• Social media…
• Marketing and PR
can’t control the
message anymore
• Facebook wins by
vo...
Two more really big things…
#3
• Big Data…
• “Big data” = the
capacity to know
more about people
than ever before
• We can...
And two more…
#5
• New technology
• No need to be first in
everything,
especially if you
don’t know how the
“shiny object”...
IF YOU WANT TO THRIVE
IN DIGITAL MARKETING…
7 Different Points to Remember.
Bob Johnson Consulting, LLC ... @HighEdMarketi...
EMBRACE “BIG DATA”
Essential to deliver the right message
at the right time to the right people…
Bob Johnson Consulting, L...
USE A CRM SYSTEM
Improve your email response
content…
Bob Johnson Consulting, LLC ... @HighEdMarketing 17
BE WARY OF
RESPONSIVE DESIGN
By itself, it is not a solution for web
success in the mobile world…
Bob Johnson Consulting, ...
BE SMART ABOUT
CONTENT MARKETING
Understand the limits…
People don’t respond to typical
“brand-centric” content.
Bob Johns...
FOCUS ON TOP TASKS
Focus on tasks important to the
people you wish to enroll or donate.
Bob Johnson Consulting, LLC ... @H...
RESPOND RAPIDLY
Rapid response tells people you care
about their interest in you.
Bob Johnson Consulting, LLC ... @HighEdM...
MAKE SURE LANDING
PAGE LINKS WORK
Landing page videos for UCLA and
Northwestern University IMC program
were not working fo...
AS WE LOOK TO THE
FUTURE…
Bob Johnson Consulting, LLC ... @HighEdMarketing 23
What’s growing & what’s not in 2014…
http://bit.ly/1nRSO78
Bob Johnson Consulting, LLC 24
Steady growth in online advertising…
http://bit.ly/Xb67ob
Bob Johnson Consulting, LLC 25
Apollo spends $63.5M on search ads…
http://bit.ly/1BCqWG4 /
Bob Johnson Consulting, LLC ... @HighEdMarketing 26
Mobile vs. desktop to 2017…
http://bit.ly/1lSPfrC
Bob Johnson Consulting, LLC 27
Not yet a mobile spending tsunami…
http://bit.ly/1zrSAq3
Bob Johnson Consulting, LLC 28
Challenges for “the next few years…”
http://bit.ly/1p6wzqm
Bob Johnson Consulting, LLC ... @HighEdMarketing 29
THE GOOD NEWS…
Facebook & Google in constant
competition to allow better targeting…
• “Guest Post: Facebook Is Now The Bes...
Changing formats, improving results…
http://adobe.ly/1w2emhJ
Bob Johnson Consulting, LLC ... @HighEdMarketing 31
REASONABLE
EXPECTATIONS FOR
SOCIAL MEDIA
Most popular sites…
Influence vs. websites
Bob Johnson Consulting, LLC ... @HighE...
Social media “experts” often insist…
• “A two-way conversation between marketers and
consumers is the whole point of socia...
Top 10 social media sites, 10/6/12…
http://ex.pn/SV3o84 FB + YouTube = 82.9%
Bob Johnson Consulting, LLC ... @HighEdMarket...
Top 10 social media sites, 9/28/13…
http://ex.pn/SV3o84 FB + YouTube = 82.0%
Bob Johnson Consulting, LLC ... @HighEdMarket...
Top 10 social media sites, 10/11/14…
http://ex.pn/SV3o84 FB + YouTube = 78.8%
Bob Johnson Consulting, LLC ... @HighEdMarke...
Top social media for college-bound teens…
Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdM...
How influential is social media?
Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing ...
2 important points re social media…
• Lifespan of a new item
on Facebook, Twitter is
very short… just a few
minutes.
• Not...
ADVERTISING IN THE
DIGITAL WORLD
Where are the $$$ going now?
Big Data = messages that don’t annoy
Recognition as response...
Major players in digital advertising…
http://bersondeanstevens.wordpress.com/tag/mobile-advertising/
Bob Johnson Consultin...
Social media advertising dilemma…
• “Social media is a very personal experience
for most users and it is not clear yet jus...
Where does Big Data come from?
http://slidesha.re/15THr6E
Bob Johnson Consulting, LLC ... @HighEdMarketing 43
Big data = Customer intelligence…
• Fact: few people object to ads that interest
them
• Opportunity: reduce mass advertisi...
Yes, teens respond to ads…
Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 45
Recognition is the ad response key…
Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketi...
“Journey to purchase…”
http://www.google.com/think/tools/customer-journey-to-online-purchase.html
Bob Johnson Consulting, ...
Elements vary re decision impact…
This is “Edu/Gov” category
Bob Johnson Consulting, LLC 48
“Direct” is best for final action…
Bob Johnson Consulting, LLC 49
FACEBOOK
ADVERTISING…
The Facebook example…
Targeting on a mass media site
Bob Johnson Consulting, LLC ... @HighEdMarketin...
Facebook is today’s mass media…
• About 1% of people who follow major brands
actively “engage” with them… almost everyone
...
Facebook on mobile…
http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
Bob Johnson Consulting, LLC ......
Facebook cut ad options in 2013…
http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads
• More Facebook recommendations...
Pay for FB results 3 ways…
https://www.facebook.com/help/614797551881954
• Pay for views
• Pay for clicks
• Pay for action...
Start: Pick a campaign objective…
https://www.facebook.com/ads/create/?act=40154125
Bob Johnson Consulting, LLC 55
Create an ad account…
Bob Johnson Consulting, LLC ... @HighEdMarketing 56
Create a profile to see your ad…
Bob Johnson Consulting, LLC ... @HighEdMarketing 57
Set your budget… (you can change)
Bob Johnson Consulting, LLC ... @HighEdMarketing 58
Select the image(s) you’ll use…
Bob Johnson Consulting, LLC ... @HighEdMarketing 59
Desktop only, pay for action only…
Bob Johnson Consulting, LLC ... @HighEdMarketing 60
Newsfeed option also exists…
Bob Johnson Consulting, LLC 61
Define the audience…
Bob Johnson Consulting, LLC 62
Our landing page…
http://www.bowdoin.edu/biology/
Bob Johnson Consulting, LLC 63
Track your conversions…
https://www.facebook.com/help/435189689870514/
Bob Johnson Consulting, LLC 64
Create a “custom audience”…
https://www.facebook.com/business/a/online-sales/custom-audiences
• Conversion ads to
move peo...
YOU TUBE + GOOGLE AD
WORDS…
Bob Johnson Consulting, LLC ... @HighEdMarketing 66
Teens & millennials love YouTube…
http://www.emarketer.com/Article/Teens-Press-Play-on-YouTube/1010629
Bob Johnson Consult...
The “get started” page…
http://www.youtube.com/yt/advertise/get-started.html
Bob Johnson Consulting, LLC 68
My CE video to promote…
http://www.youtube.com/watch?v=s64B-NNRxTA
Bob Johnson Consulting, LLC 69
Video links to this page…
/http://che.engin.umich.edu
Bob Johnson Consulting, LLC 70
After a “Chemical Engineering” search…
Bob Johnson Consulting, LLC 71
Your ad in on this page…
https://www.youtube.com/watch?v=iAWLMMZlkq4
Bob Johnson Consulting, LLC 72
Your choice… “In-stream”
Bob Johnson Consulting, LLC 73
Your choice… “In-display”
Bob Johnson Consulting, LLC 74
Your ad works on a specific video…
http://bit.ly/1neA2kv
Bob Johnson Consulting, LLC 75
Your ad works on YouTube searches…
Bob Johnson Consulting, LLC 76
Your ad works on Internet searches…
Bob Johnson Consulting, LLC 77
How much to spend?
Bob Johnson Consulting, LLC 78
Select your video…
http://www.youtube.com/watch?v=s64B-NNRxTA
Bob Johnson Consulting, LLC 79
Keyword selection…
Keywords in content… Keywords in searches…
Bob Johnson Consulting, LLC 80
Pick the time for your ad to run…
Bob Johnson Consulting, LLC 81
Your AdWords account page…
Bob Johnson Consulting, LLC 82
Attention to campaign results…
Bob Johnson Consulting, LLC 83
DIRECT RESPONSE
DISPLAY ADVERTISING
Focus on specific academic programs…
Place ads in related interest areas
Bob Johnson C...
Really poor targeting…
Bob Johnson Consulting, LLC 85
Much better targeting…
Bob Johnson Consulting, LLC 86
Leads to a proper landing page…
Bob Johnson Consulting, LLC 87
And a social media connection…
Bob Johnson Consulting, LLC 88
Simple, clean, quick email response…
Bob Johnson Consulting, LLC 89
And ongoing contact…
Bob Johnson Consulting, LLC 90
A professional school’s email ad…
October 10, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 91
The landing page…
http://bit.ly/ZTnVFV
Bob Johnson Consulting, LLC ... @HighEdMarketing 92
Change the opening text…
• Consumers and audiences today face — and help shape — a
constant stream of marketing messages o...
To this, or (best) just drop it…
• Consumers and audiences today face — and help shape — a
constant stream of marketing me...
After the inquiry form…
Bob Johnson Consulting, LLC ... @HighEdMarketing 95
The brochure in 8-page PDF format…
First page is OK… Text like this is not OK…
Bob Johnson Consulting, LLC ... @HighEdMark...
Two serious mistakes…
Video did not work… Frou-frou marketing copy…
Bob Johnson Consulting, LLC ... @HighEdMarketing 97
RETARGETED
ADVERTISING
Creepy to some, successful to others
Bob Johnson Consulting, LLC ... @HighEdMarketing 98
The retargeting trail…
Bob Johnson Consulting, LLC 99
An agency asks these 5 questions…
http://bit.ly/TjUlOz
• Do you have an online marketing budget of at least a
$1,000 dolla...
RETARGETING MESSAGE
STRATEGY…
Focus on academic program visited
in response to program-focused
advertising or organic sear...
Retarget for individual programs…
http://onlinemba.neu.edu/
Bob Johnson Consulting, LLC 102
Starting with a search in May 2012…
Bob Johnson Consulting, LLC 103
REJ on a automobile forum…
Bob Johnson Consulting, LLC 104
REJ on Flyertalk…
Bob Johnson Consulting, LLC 105
REJ on the Washington Post…
http://wapo.st/HfuLaY
Bob Johnson Consulting, LLC 106
Explore retargeting specialists…
http://www.adroll.com/
Bob Johnson Consulting, LLC 107
Watch the videos…
Bob Johnson Consulting, LLC 108
Targeting options…
• Worldwide
• U.S.
• Custom locations
• U.S. zip codes only
• Country
• Region
• Metro or city
Bob John...
And check Google Remarketing…
https://support.google.com/adwords/answer/2454000?hl=en
Bob Johnson Consulting, LLC 110
GROUP ADVERTISING
“Lead gen” for more leads at less
cost w/ 3rd party screening
Bob Johnson Consulting, LLC ... @HighEdMar...
“Online masters degree finance”...
Bob Johnson Consulting, LLC 112
89 schools advertising here…
http://www.elearners.com/online-degrees/finance/
Bob Johnson Consulting, LLC 113
Schools using the program in fall…
• University of Maryland - College Park
• Northeastern University
• Boston University
•...
Program info to decide re inquiry…
Bob Johnson Consulting, LLC 115
The inquiry form…
Bob Johnson Consulting, LLC 116
LINKEDIN ADVERTISING…
Best for young professionals in
search of new credentials?
Bob Johnson Consulting, LLC 117
Start here…
http://www.linkedin.com/advertising
Bob Johnson Consulting, LLC ... @HighEdMarketing 118
Do you want response or reach?
Bob Johnson Consulting, LLC 119
Response campaign starting page…
Bob Johnson Consulting, LLC 120
Sort the details here…
Bob Johnson Consulting, LLC 121
Select cost and campaign length…
Bob Johnson Consulting, LLC 122
LinkedIn ad example…
9:55A.M. 4/19/2013
Bob Johnson Consulting, LLC 123
After the LinkedIn ad…
The landing page…
Immediate inquiry
response…
Bob Johnson Consulting, LLC 124
Continue with email follow-up…
January 13, 2013 February 15, 2014
Bob Johnson Consulting, LLC 125
IN THE (NEAR) FUTURE…
Bob Johnson Consulting, LLC ... @HighEdMarketing 126
Future opportunities & challenges…
http://bit.ly/1p6wzqm
Bob Johnson Consulting, LLC ... @HighEdMarketing 127
Extraordinary speed…
• “In 2000, “the first ads we wrote for Oracle were
about 7 seconds. If the consumer was online and
d...
A verbal search future…
https://support.google.com/chrome/answer/1331723?hl=en
• In the mobile world, no
need to touch any...
More video content…
http://www.startstorytelling.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 130
Google glass… still a marketing puzzle
http://bit.ly/1hRHbVP
For 2012 in New Orleans… For 2013 in Boston…
Bob Johnson Cons...
For 2014 in Austin, still a question…
http://bit.ly/1sbRbSa
Bob Johnson Consulting, LLC 132
And what might you do with this?
Bob Johnson Consulting, LLC ... @HighEdMarketing 133
WRAPPING UP…
STRATEGY POINTS FOR
SUCCESS
Bob Johnson Consulting, LLC ... @HighEdMarketing 134
Digital strategy steps…
• First impression online is critical…
• Top tasks from customer viewpoint
• Abandon “marketing sp...
An underused strategy element…
• Academic program interest of potential
students as the starting place…
• Online advertisi...
THANKS FOR BEING
HERE IN AUSTIN!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarke...
DIGITAL MARKETING
RESOURCES
12 sites and subscriptions to add to
your kit bag.
Bob Johnson Consulting, LLC ... @HighEdMark...
Keep up with current news…
http://mashable.com/category/digital-advertising/
Bob Johnson Consulting, LLC 139
Internet advertising resource center…
http://bit.ly/1tGQMJr
Bob Johnson Consulting, LLC 140
Industry self-regulation…
http://www.aboutads.info/
Bob Johnson Consulting, LLC 141
To watch the legalities…
http://1.usa.gov/1oiQJLP
Bob Johnson Consulting, LLC 142
Subscribe to ClickZ Newsletter…
http://bit.ly/1uTB27j
Bob Johnson Consulting, LLC 143
Subscribe to Search Engine Watch…
http://bit.ly/1m3b33Z
Bob Johnson Consulting, LLC 144
Academic research sources…
University of Maryland
http://www.rhsmith.umd.edu/digits/
Dartmouth College
http://www.tuck.dar...
Ehrenberg-Bass Institute…
http://www.marketingscience.info/
Bob Johnson Consulting, LLC ... @HighEdMarketing 146
Data-Driven Marketing Institute
http://thedma.org/ddmi/
Bob Johnson Consulting, LLC ... @HighEdMarketing 147
Pew Internet research projects…
http://www.pewinternet.org/
Bob Johnson Consulting, LLC ... @HighEdMarketing 148
Social media strategy cheat sheet…
http://bit.ly/UVq4XC
Bob Johnson Consulting, LLC ... @HighEdMarketing 149
Social Media Examiner…
http://www.socialmediaexaminer.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 150
“Secret guide” to CRM selection…
http://bit.ly/1xGPtfw
Bob Johnson Consulting, LLC ... @HighEdMarketing 151
EXTRA NOTES ON
ADVERTISING…
Twitter…
“Native” advertising
Bob Johnson Consulting, LLC ... @HighEdMarketing 152
TWITTER ADVERTISING
Open to anyone in the U.S. since
April 2013
Bob Johnson Consulting, LLC ... @HighEdMarketing 153
TWITTER SAYS…
“Our system rewards marketers for
being good, not for being loud.”
• https://blog.twitter.com/2013/announcin...
Twitter on mobile…
http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
Bob Johnson Consulting, LLC ... ...
Start here… pay only for followers
https://business.twitter.com/
start-advertising
Selection criteria include…
• Similar u...
Selections for “Education” & Metro…
Bob Johnson Consulting, LLC ... @HighEdMarketing 157
“Tailored audience” on Twitter…
https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences
• More convers...
New in 2014… the Website Card
http://bit.ly/1v4iQ9h (April 2014)
• Move people to a
specific website
address.
• Appears in...
New in 2014… Lead Generation Cards
http://bit.ly/1qV4odG (May 2014)
• Tweets expand to
display an ad if a
person hovers ov...
NATIVE ADVERTISING
“Paid ads that are so cohesive with the page
content, assimilated into the design, and consistent
with ...
“The Native Advertising Playbook”…
http://www.iab.net/media/file/IABNativeAdvertisingPlaybookFINAL.pdf
• A challenge…
• Ho...
In-Feed Units…
• Also used by:
• Yahoo
• Facebook
• Twitter
Bob Johnson Consulting, LLC ... @HighEdMarketing 163
Paid search units…
• Also used by
• Google
• Bing
• Ask
Bob Johnson Consulting, LLC ... @HighEdMarketing 164
“Recommended for you” widgets…
• Also used by:
• Taboola
• Disqus
• Gravity
Bob Johnson Consulting, LLC ... @HighEdMarketi...
Promoted listings…
• Also used by:
• Amazon
• Foursquare
• Google
Bob Johnson Consulting, LLC ... @HighEdMarketing 166
Evaluating what type to use…
Bob Johnson Consulting, LLC ... @HighEdMarketing 167
Bob Johnson Consulting, LLC ... @HighEdMarketing 168
Bob Johnson Consulting, LLC ... @HighEdMarketing 169
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Digital Marketing Strategy: Skills for Thriving as the New World Continued to Emerge

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Explore a range of expert opinions about the most likely changes in marketing communications in the near term (the next year or two), take an in-depth look at online advertising for brand strength and lead generation and conversion, and speculate about what’s likely to happen in the next five years. Our goal: Understand how the major issues at play will continue to unfold, the best resources to use to stay ahead (or at least abreast) of the digital revolution, and the most important steps to take now to craft an effective marketing strategy for the future.

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Digital Marketing Strategy: Skills for Thriving as the New World Continued to Emerge

  1. 1. DIGITAL MARKETING STRATEGY: SKILLS FOR THRIVING AS A NEW WORLD CONTINUES TO EMERGE ©ROBERTE.JOHNSON,PH.D.2014 Bob Johnson, Ph.D. AMA Symposium for the Marketing of Higher Education Austin, TX November 10 - November 13, 2014 Bob Johnson Consulting, LLC ... @HighEdMarketing 1
  2. 2. This was real, but silly… http://2d-code.co.uk/qr-code-airplane-banner/ Bob Johnson Consulting, LLC ... @HighEdMarketing 2
  3. 3. Who is Bob Johnson? • Speciality: online marketing communications • “Top Task” research partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland. • 76 higher education clients since 2006. • “Your Higher Education Marketing Newsletter”… 3,450 subscribers each month. • @highedmarketing… 6,670+ Twitter followers. • “Higher Education Marketing” blog. • Symposium for the Marketing of Higher Education… chair, 1994 to 2003. Bob Johnson Consulting, LLC ... @HighEdMarketing 3
  4. 4. A LITTLE BACKGROUND How we got started and where we are today Bob Johnson Consulting, LLC ... @HighEdMarketing 4
  5. 5. Today’s marketing strategy definition… • “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.” • en.wikipedia.org/wiki/Marketing_strategy Bob Johnson Consulting, LLC ... @HighEdMarketing 5
  6. 6. Smartphones enabled a revolution… http://bit.ly/TlMtvN Bob Johnson Consulting, LLC ... @HighEdMarketing 6
  7. 7. Technology keeps moving… http://www.samsung.com/us/experience/smart-tv/ Bob Johnson Consulting, LLC ... @HighEdMarketing 7
  8. 8. New format for admissions interviews? http://www.skype.com/en/download-skype/skype-for-tv/ Bob Johnson Consulting, LLC ... @HighEdMarketing 8
  9. 9. Digital marketing is “Insanely complicated” http://tiny.cc/71a6ew Bob Johnson Consulting, LLC ... @HighEdMarketing 9
  10. 10. Marketers & “digital” in a 2013 survey… http://www.imediaconnection.com/content/34878.asp Bob Johnson Consulting, LLC ... @HighEdMarketing 10
  11. 11. Marketing online for… Brand awareness… • We want people to know who we are today so that tomorrow if they need what we offer they will include us in their choice. • Does not require call to action and landing page. • Institution focused (often). • Clicks on links optional. Direct response… • We want people who are ready (or nearly ready) to make a purchase to start today. • Requires a call to action and a landing page. • Academic program focus • Clicks on links mandatory. Bob Johnson Consulting, LLC ... @HighEdMarketing 11
  12. 12. 6 important strategy points… #1 • Social media… • Marketing and PR can’t control the message anymore • Facebook wins by volume • YouTube is second #2 • Mobile… • People are connected everywhere, all the time • Easy to share opinions • Different tasks on different devices? Bob Johnson Consulting, LLC ... @HighEdMarketing 12
  13. 13. Two more really big things… #3 • Big Data… • “Big data” = the capacity to know more about people than ever before • We can use it for more precise advertising #4 • Engagement • More people will “like” and “follow” than will actively “engage” • Not everybody wants to “engage” Bob Johnson Consulting, LLC ... @HighEdMarketing 13
  14. 14. And two more… #5 • New technology • No need to be first in everything, especially if you don’t know how the “shiny object” fits in your marketing plan • Relax #6 • ROI • Difficult to measure the individual impact of every step in a marketing campaign • But can measure advertising response Bob Johnson Consulting, LLC ... @HighEdMarketing 14
  15. 15. IF YOU WANT TO THRIVE IN DIGITAL MARKETING… 7 Different Points to Remember. Bob Johnson Consulting, LLC ... @HighEdMarketing 15
  16. 16. EMBRACE “BIG DATA” Essential to deliver the right message at the right time to the right people… Bob Johnson Consulting, LLC ... @HighEdMarketing 16
  17. 17. USE A CRM SYSTEM Improve your email response content… Bob Johnson Consulting, LLC ... @HighEdMarketing 17
  18. 18. BE WARY OF RESPONSIVE DESIGN By itself, it is not a solution for web success in the mobile world… Bob Johnson Consulting, LLC ... @HighEdMarketing 18
  19. 19. BE SMART ABOUT CONTENT MARKETING Understand the limits… People don’t respond to typical “brand-centric” content. Bob Johnson Consulting, LLC ... @HighEdMarketing 19
  20. 20. FOCUS ON TOP TASKS Focus on tasks important to the people you wish to enroll or donate. Bob Johnson Consulting, LLC ... @HighEdMarketing 20
  21. 21. RESPOND RAPIDLY Rapid response tells people you care about their interest in you. Bob Johnson Consulting, LLC ... @HighEdMarketing 21
  22. 22. MAKE SURE LANDING PAGE LINKS WORK Landing page videos for UCLA and Northwestern University IMC program were not working for Fall 2014 ads. Bob Johnson Consulting, LLC ... @HighEdMarketing 22
  23. 23. AS WE LOOK TO THE FUTURE… Bob Johnson Consulting, LLC ... @HighEdMarketing 23
  24. 24. What’s growing & what’s not in 2014… http://bit.ly/1nRSO78 Bob Johnson Consulting, LLC 24
  25. 25. Steady growth in online advertising… http://bit.ly/Xb67ob Bob Johnson Consulting, LLC 25
  26. 26. Apollo spends $63.5M on search ads… http://bit.ly/1BCqWG4 / Bob Johnson Consulting, LLC ... @HighEdMarketing 26
  27. 27. Mobile vs. desktop to 2017… http://bit.ly/1lSPfrC Bob Johnson Consulting, LLC 27
  28. 28. Not yet a mobile spending tsunami… http://bit.ly/1zrSAq3 Bob Johnson Consulting, LLC 28
  29. 29. Challenges for “the next few years…” http://bit.ly/1p6wzqm Bob Johnson Consulting, LLC ... @HighEdMarketing 29
  30. 30. THE GOOD NEWS… Facebook & Google in constant competition to allow better targeting… • “Guest Post: Facebook Is Now The Best Ad Targeting Platform Around”… March 2013 • http://bit.ly/17MDYGL Bob Johnson Consulting, LLC ... @HighEdMarketing 30
  31. 31. Changing formats, improving results… http://adobe.ly/1w2emhJ Bob Johnson Consulting, LLC ... @HighEdMarketing 31
  32. 32. REASONABLE EXPECTATIONS FOR SOCIAL MEDIA Most popular sites… Influence vs. websites Bob Johnson Consulting, LLC ... @HighEdMarketing 32
  33. 33. Social media “experts” often insist… • “A two-way conversation between marketers and consumers is the whole point of social… • “Anything less… is a reflection of outdated broadcast- style thinking.” • Consider an alternate reality • Most people “follow” and “friend” brands to listen, not to engage in a conversation. • Numbers do count… the more listening the better. • Reality makes “ROI” extremely challenging to measure • What are all those “followers” and “friends” actually doing? • When will they take a “desired action”? Bob Johnson Consulting, LLC ... @HighEdMarketing 33
  34. 34. Top 10 social media sites, 10/6/12… http://ex.pn/SV3o84 FB + YouTube = 82.9% Bob Johnson Consulting, LLC ... @HighEdMarketing 34
  35. 35. Top 10 social media sites, 9/28/13… http://ex.pn/SV3o84 FB + YouTube = 82.0% Bob Johnson Consulting, LLC ... @HighEdMarketing 35
  36. 36. Top 10 social media sites, 10/11/14… http://ex.pn/SV3o84 FB + YouTube = 78.8% Bob Johnson Consulting, LLC ... @HighEdMarketing 36
  37. 37. Top social media for college-bound teens… Noel-Levitz E-expectations survey, 2014 Bob Johnson Consulting, LLC ... @HighEdMarketing 37
  38. 38. How influential is social media? Noel-Levitz E-expectations survey, 2014 Bob Johnson Consulting, LLC ... @HighEdMarketing 38
  39. 39. 2 important points re social media… • Lifespan of a new item on Facebook, Twitter is very short… just a few minutes. • Not everyone visits social media every day… even teens. • If something is important, post it more than once. • On more than one day if timing permits. Bob Johnson Consulting, LLC ... @HighEdMarketing 39
  40. 40. ADVERTISING IN THE DIGITAL WORLD Where are the $$$ going now? Big Data = messages that don’t annoy Recognition as response key Bob Johnson Consulting, LLC ... @HighEdMarketing 40
  41. 41. Major players in digital advertising… http://bersondeanstevens.wordpress.com/tag/mobile-advertising/ Bob Johnson Consulting, LLC ... @HighEdMarketing 41
  42. 42. Social media advertising dilemma… • “Social media is a very personal experience for most users and it is not clear yet just how much advertising they will tolerate from this medium.” • “Mobile social advertising makes quantum leap forward” at http://bit.ly/16mOktB Mobile Marketer, April 2013 • Big Data = increased ability to target • Facebook • LinkedIn • Twitter Bob Johnson Consulting, LLC 42
  43. 43. Where does Big Data come from? http://slidesha.re/15THr6E Bob Johnson Consulting, LLC ... @HighEdMarketing 43
  44. 44. Big data = Customer intelligence… • Fact: few people object to ads that interest them • Opportunity: reduce mass advertising, focus lead generation marketing to people who might have an interest • Conversion: with permission to speak, keep content relevant to top tasks of people receiving it • Penalty: to much “brand speak” and people will withdraw permission to speak or just ignore you • Reward: people will like your brand Bob Johnson Consulting, LLC ... @HighEdMarketing 44
  45. 45. Yes, teens respond to ads… Noel-Levitz E-expectations survey, 2014 Bob Johnson Consulting, LLC ... @HighEdMarketing 45
  46. 46. Recognition is the ad response key… Noel-Levitz E-expectations survey, 2014 Bob Johnson Consulting, LLC ... @HighEdMarketing 46
  47. 47. “Journey to purchase…” http://www.google.com/think/tools/customer-journey-to-online-purchase.html Bob Johnson Consulting, LLC 47
  48. 48. Elements vary re decision impact… This is “Edu/Gov” category Bob Johnson Consulting, LLC 48
  49. 49. “Direct” is best for final action… Bob Johnson Consulting, LLC 49
  50. 50. FACEBOOK ADVERTISING… The Facebook example… Targeting on a mass media site Bob Johnson Consulting, LLC ... @HighEdMarketing 50
  51. 51. Facebook is today’s mass media… • About 1% of people who follow major brands actively “engage” with them… almost everyone just listens. That’s OK. • “People need to understand what Facebook can do for a brand and what it can’t do. It doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.” • Karen Nelson-Field, (Ehrenberg-Bass Institute, Australia), based on FB metrics “People Talking About This” Bob Johnson Consulting, LLC ... @HighEdMarketing 51
  52. 52. Facebook on mobile… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959 Bob Johnson Consulting, LLC ... @HighEdMarketing 52
  53. 53. Facebook cut ad options in 2013… http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads • More Facebook recommendations: • “Our vision is that over time, an advertiser can come to Facebook and tell us what they are trying to achieve, and our ads tools will automatically suggest the right combination of products to help them achieve it.” • Goal: easier for non-professionals to plan, place advertising Bob Johnson Consulting, LLC ... @HighEdMarketing 53
  54. 54. Pay for FB results 3 ways… https://www.facebook.com/help/614797551881954 • Pay for views • Pay for clicks • Pay for actions • How to budget at https://www.facebook.com/help/318171828 273417/?ref=u2u Bob Johnson Consulting, LLC ... @HighEdMarketing 54
  55. 55. Start: Pick a campaign objective… https://www.facebook.com/ads/create/?act=40154125 Bob Johnson Consulting, LLC 55
  56. 56. Create an ad account… Bob Johnson Consulting, LLC ... @HighEdMarketing 56
  57. 57. Create a profile to see your ad… Bob Johnson Consulting, LLC ... @HighEdMarketing 57
  58. 58. Set your budget… (you can change) Bob Johnson Consulting, LLC ... @HighEdMarketing 58
  59. 59. Select the image(s) you’ll use… Bob Johnson Consulting, LLC ... @HighEdMarketing 59
  60. 60. Desktop only, pay for action only… Bob Johnson Consulting, LLC ... @HighEdMarketing 60
  61. 61. Newsfeed option also exists… Bob Johnson Consulting, LLC 61
  62. 62. Define the audience… Bob Johnson Consulting, LLC 62
  63. 63. Our landing page… http://www.bowdoin.edu/biology/ Bob Johnson Consulting, LLC 63
  64. 64. Track your conversions… https://www.facebook.com/help/435189689870514/ Bob Johnson Consulting, LLC 64
  65. 65. Create a “custom audience”… https://www.facebook.com/business/a/online-sales/custom-audiences • Conversion ads to move people through the recruitment cycle. • Send ads to potential students already in your database. • Upload contact info (email or phone)… FB will match with its current database. • FB says 40% to 60% match. Bob Johnson Consulting, LLC ... @HighEdMarketing 65
  66. 66. YOU TUBE + GOOGLE AD WORDS… Bob Johnson Consulting, LLC ... @HighEdMarketing 66
  67. 67. Teens & millennials love YouTube… http://www.emarketer.com/Article/Teens-Press-Play-on-YouTube/1010629 Bob Johnson Consulting, LLC ... @HighEdMarketing 67
  68. 68. The “get started” page… http://www.youtube.com/yt/advertise/get-started.html Bob Johnson Consulting, LLC 68
  69. 69. My CE video to promote… http://www.youtube.com/watch?v=s64B-NNRxTA Bob Johnson Consulting, LLC 69
  70. 70. Video links to this page… /http://che.engin.umich.edu Bob Johnson Consulting, LLC 70
  71. 71. After a “Chemical Engineering” search… Bob Johnson Consulting, LLC 71
  72. 72. Your ad in on this page… https://www.youtube.com/watch?v=iAWLMMZlkq4 Bob Johnson Consulting, LLC 72
  73. 73. Your choice… “In-stream” Bob Johnson Consulting, LLC 73
  74. 74. Your choice… “In-display” Bob Johnson Consulting, LLC 74
  75. 75. Your ad works on a specific video… http://bit.ly/1neA2kv Bob Johnson Consulting, LLC 75
  76. 76. Your ad works on YouTube searches… Bob Johnson Consulting, LLC 76
  77. 77. Your ad works on Internet searches… Bob Johnson Consulting, LLC 77
  78. 78. How much to spend? Bob Johnson Consulting, LLC 78
  79. 79. Select your video… http://www.youtube.com/watch?v=s64B-NNRxTA Bob Johnson Consulting, LLC 79
  80. 80. Keyword selection… Keywords in content… Keywords in searches… Bob Johnson Consulting, LLC 80
  81. 81. Pick the time for your ad to run… Bob Johnson Consulting, LLC 81
  82. 82. Your AdWords account page… Bob Johnson Consulting, LLC 82
  83. 83. Attention to campaign results… Bob Johnson Consulting, LLC 83
  84. 84. DIRECT RESPONSE DISPLAY ADVERTISING Focus on specific academic programs… Place ads in related interest areas Bob Johnson Consulting, LLC ... @HighEdMarketing 84
  85. 85. Really poor targeting… Bob Johnson Consulting, LLC 85
  86. 86. Much better targeting… Bob Johnson Consulting, LLC 86
  87. 87. Leads to a proper landing page… Bob Johnson Consulting, LLC 87
  88. 88. And a social media connection… Bob Johnson Consulting, LLC 88
  89. 89. Simple, clean, quick email response… Bob Johnson Consulting, LLC 89
  90. 90. And ongoing contact… Bob Johnson Consulting, LLC 90
  91. 91. A professional school’s email ad… October 10, 2014 Bob Johnson Consulting, LLC ... @HighEdMarketing 91
  92. 92. The landing page… http://bit.ly/ZTnVFV Bob Johnson Consulting, LLC ... @HighEdMarketing 92
  93. 93. Change the opening text… • Consumers and audiences today face — and help shape — a constant stream of marketing messages over a wide range of media, and the most successful organizations are those that make their marketing campaigns stand out through a deeper understanding of consumer behavior. That's why there is such high demand for graduates of Northwestern University's online Master's in Integrated Marketing Communications (IMC) program. As an IMC student, you'll enter a customer-focused curriculum that teaches you how to extract actionable consumer insights from consumer data analytics to create compelling messages and strategies that grow business. You'll gain a global marketing perspective, grapple with real-world marketing challenges and solve problems using up-to-the-minute, measurable tactics. Leveraging data-driven insight with digital, social and mobile formats along with more traditional ones, you'll experience the deeper understanding of consumer behavior that distinguishes our program. And you'll benefit from Northwestern's world-renowned tradition of excellence in the program that pioneered IMC education, studying with Medill professors who are some of the greatest minds in the industry. Bob Johnson Consulting, LLC ... @HighEdMarketing 93
  94. 94. To this, or (best) just drop it… • Consumers and audiences today face — and help shape — a constant stream of marketing messages over a wide range of media, and the most successful organizations are those that make their marketing campaigns stand out through a deeper understanding of consumer behavior. That's why there is such high demand for graduates of Northwestern University's online Master's in Integrated Marketing Communications (IMC) program. • As an IMC student, you'll enter a customer-focused curriculum that teaches you how to extract actionable consumer insights from consumer data analytics to create compelling messages and strategies that grow business. • You'll gain a global marketing perspective, grapple with real-world marketing challenges and solve problems using up-to-the-minute, measurable tactics. • Leveraging data-driven insight with digital, social and mobile formats along with more traditional ones, you'll experience the deeper understanding of consumer behavior that distinguishes our program. • And you'll benefit from Northwestern's world-renowned tradition of excellence in the program that pioneered IMC education, studying with Medill professors who are some of the greatest minds in the industry. Bob Johnson Consulting, LLC ... @HighEdMarketing 94
  95. 95. After the inquiry form… Bob Johnson Consulting, LLC ... @HighEdMarketing 95
  96. 96. The brochure in 8-page PDF format… First page is OK… Text like this is not OK… Bob Johnson Consulting, LLC ... @HighEdMarketing 96
  97. 97. Two serious mistakes… Video did not work… Frou-frou marketing copy… Bob Johnson Consulting, LLC ... @HighEdMarketing 97
  98. 98. RETARGETED ADVERTISING Creepy to some, successful to others Bob Johnson Consulting, LLC ... @HighEdMarketing 98
  99. 99. The retargeting trail… Bob Johnson Consulting, LLC 99
  100. 100. An agency asks these 5 questions… http://bit.ly/TjUlOz • Do you have an online marketing budget of at least a $1,000 dollars per month? • Do you have at least a few thousand visitors to your Website each month? • Do you sell a product or service with a long consideration cycle or customer research process? • Are you concerned with continued branding for your business online? • Do you have significant online competitors? Bob Johnson Consulting, LLC 100
  101. 101. RETARGETING MESSAGE STRATEGY… Focus on academic program visited in response to program-focused advertising or organic search that brought people to your website. Bob Johnson Consulting, LLC 101
  102. 102. Retarget for individual programs… http://onlinemba.neu.edu/ Bob Johnson Consulting, LLC 102
  103. 103. Starting with a search in May 2012… Bob Johnson Consulting, LLC 103
  104. 104. REJ on a automobile forum… Bob Johnson Consulting, LLC 104
  105. 105. REJ on Flyertalk… Bob Johnson Consulting, LLC 105
  106. 106. REJ on the Washington Post… http://wapo.st/HfuLaY Bob Johnson Consulting, LLC 106
  107. 107. Explore retargeting specialists… http://www.adroll.com/ Bob Johnson Consulting, LLC 107
  108. 108. Watch the videos… Bob Johnson Consulting, LLC 108
  109. 109. Targeting options… • Worldwide • U.S. • Custom locations • U.S. zip codes only • Country • Region • Metro or city Bob Johnson Consulting, LLC 109
  110. 110. And check Google Remarketing… https://support.google.com/adwords/answer/2454000?hl=en Bob Johnson Consulting, LLC 110
  111. 111. GROUP ADVERTISING “Lead gen” for more leads at less cost w/ 3rd party screening Bob Johnson Consulting, LLC ... @HighEdMarketing 111
  112. 112. “Online masters degree finance”... Bob Johnson Consulting, LLC 112
  113. 113. 89 schools advertising here… http://www.elearners.com/online-degrees/finance/ Bob Johnson Consulting, LLC 113
  114. 114. Schools using the program in fall… • University of Maryland - College Park • Northeastern University • Boston University • Georgetown University • Colorado State University – Global Campus • University of Liverpool Bob Johnson Consulting, LLC 114
  115. 115. Program info to decide re inquiry… Bob Johnson Consulting, LLC 115
  116. 116. The inquiry form… Bob Johnson Consulting, LLC 116
  117. 117. LINKEDIN ADVERTISING… Best for young professionals in search of new credentials? Bob Johnson Consulting, LLC 117
  118. 118. Start here… http://www.linkedin.com/advertising Bob Johnson Consulting, LLC ... @HighEdMarketing 118
  119. 119. Do you want response or reach? Bob Johnson Consulting, LLC 119
  120. 120. Response campaign starting page… Bob Johnson Consulting, LLC 120
  121. 121. Sort the details here… Bob Johnson Consulting, LLC 121
  122. 122. Select cost and campaign length… Bob Johnson Consulting, LLC 122
  123. 123. LinkedIn ad example… 9:55A.M. 4/19/2013 Bob Johnson Consulting, LLC 123
  124. 124. After the LinkedIn ad… The landing page… Immediate inquiry response… Bob Johnson Consulting, LLC 124
  125. 125. Continue with email follow-up… January 13, 2013 February 15, 2014 Bob Johnson Consulting, LLC 125
  126. 126. IN THE (NEAR) FUTURE… Bob Johnson Consulting, LLC ... @HighEdMarketing 126
  127. 127. Future opportunities & challenges… http://bit.ly/1p6wzqm Bob Johnson Consulting, LLC ... @HighEdMarketing 127
  128. 128. Extraordinary speed… • “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone. • “Now 7 seconds is a lifetime.” • In 2017? • “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?” • Lawrence A. Kimmel, CEO, Direct Marketing Association Bob Johnson Consulting, LLC ... @HighEdMarketing 128
  129. 129. A verbal search future… https://support.google.com/chrome/answer/1331723?hl=en • In the mobile world, no need to touch anything • What words will your visitors use? • Must work better than your “search” works now • “Top task” even more important… know “Taskwords” Bob Johnson Consulting, LLC ... @HighEdMarketing 129
  130. 130. More video content… http://www.startstorytelling.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 130
  131. 131. Google glass… still a marketing puzzle http://bit.ly/1hRHbVP For 2012 in New Orleans… For 2013 in Boston… Bob Johnson Consulting, LLC ... @HighEdMarketing 131
  132. 132. For 2014 in Austin, still a question… http://bit.ly/1sbRbSa Bob Johnson Consulting, LLC 132
  133. 133. And what might you do with this? Bob Johnson Consulting, LLC ... @HighEdMarketing 133
  134. 134. WRAPPING UP… STRATEGY POINTS FOR SUCCESS Bob Johnson Consulting, LLC ... @HighEdMarketing 134
  135. 135. Digital strategy steps… • First impression online is critical… • Top tasks from customer viewpoint • Abandon “marketing speak” content • Big Data to craft targeted advertising • Simple online inquiry forms boost ROI… • Immediate inquiry response… • Telephone, email, or texting • Continuing response unless told to stop… • New role for video story telling Bob Johnson Consulting, LLC ... @HighEdMarketing 135
  136. 136. An underused strategy element… • Academic program interest of potential students as the starting place… • Online advertising for individual programs • Use academic program interest from first response • Inquiry, application & finance options from every academic program page • Academic content written for students, not faculty and their friends • Social media plan for selected programs • Video stories from students and faculty in academic programs Bob Johnson Consulting, LLC ... @HighEdMarketing 136
  137. 137. THANKS FOR BEING HERE IN AUSTIN! Bob Johnson, Ph.D. bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com @highedmarketing Bob Johnson Consulting, LLC ... @HighEdMarketing 137
  138. 138. DIGITAL MARKETING RESOURCES 12 sites and subscriptions to add to your kit bag. Bob Johnson Consulting, LLC ... @HighEdMarketing 138
  139. 139. Keep up with current news… http://mashable.com/category/digital-advertising/ Bob Johnson Consulting, LLC 139
  140. 140. Internet advertising resource center… http://bit.ly/1tGQMJr Bob Johnson Consulting, LLC 140
  141. 141. Industry self-regulation… http://www.aboutads.info/ Bob Johnson Consulting, LLC 141
  142. 142. To watch the legalities… http://1.usa.gov/1oiQJLP Bob Johnson Consulting, LLC 142
  143. 143. Subscribe to ClickZ Newsletter… http://bit.ly/1uTB27j Bob Johnson Consulting, LLC 143
  144. 144. Subscribe to Search Engine Watch… http://bit.ly/1m3b33Z Bob Johnson Consulting, LLC 144
  145. 145. Academic research sources… University of Maryland http://www.rhsmith.umd.edu/digits/ Dartmouth College http://www.tuck.dartmouth.edu/digital/ Bob Johnson Consulting, LLC ... @HighEdMarketing 145
  146. 146. Ehrenberg-Bass Institute… http://www.marketingscience.info/ Bob Johnson Consulting, LLC ... @HighEdMarketing 146
  147. 147. Data-Driven Marketing Institute http://thedma.org/ddmi/ Bob Johnson Consulting, LLC ... @HighEdMarketing 147
  148. 148. Pew Internet research projects… http://www.pewinternet.org/ Bob Johnson Consulting, LLC ... @HighEdMarketing 148
  149. 149. Social media strategy cheat sheet… http://bit.ly/UVq4XC Bob Johnson Consulting, LLC ... @HighEdMarketing 149
  150. 150. Social Media Examiner… http://www.socialmediaexaminer.com/ Bob Johnson Consulting, LLC ... @HighEdMarketing 150
  151. 151. “Secret guide” to CRM selection… http://bit.ly/1xGPtfw Bob Johnson Consulting, LLC ... @HighEdMarketing 151
  152. 152. EXTRA NOTES ON ADVERTISING… Twitter… “Native” advertising Bob Johnson Consulting, LLC ... @HighEdMarketing 152
  153. 153. TWITTER ADVERTISING Open to anyone in the U.S. since April 2013 Bob Johnson Consulting, LLC ... @HighEdMarketing 153
  154. 154. TWITTER SAYS… “Our system rewards marketers for being good, not for being loud.” • https://blog.twitter.com/2013/announcing- twitter-ads-api Bob Johnson Consulting, LLC ... @HighEdMarketing 154
  155. 155. Twitter on mobile… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959 Bob Johnson Consulting, LLC ... @HighEdMarketing 155
  156. 156. Start here… pay only for followers https://business.twitter.com/ start-advertising Selection criteria include… • Similar user names • Interests • Location • Gender Bob Johnson Consulting, LLC ... @HighEdMarketing 156
  157. 157. Selections for “Education” & Metro… Bob Johnson Consulting, LLC ... @HighEdMarketing 157
  158. 158. “Tailored audience” on Twitter… https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences • More conversion opportunities • Minimum of 5,000 people • From your CRM database using email addresses • Similar in use to FB opportunity • Only pay if people click on your ad Bob Johnson Consulting, LLC ... @HighEdMarketing 158
  159. 159. New in 2014… the Website Card http://bit.ly/1v4iQ9h (April 2014) • Move people to a specific website address. • Appears in newsfeed. • Combines a tweet, an image, & a call to action. • Again, academic program content. Bob Johnson Consulting, LLC ... @HighEdMarketing 159
  160. 160. New in 2014… Lead Generation Cards http://bit.ly/1qV4odG (May 2014) • Tweets expand to display an ad if a person hovers over it. • Captures name, twitter handle, email. • Offer is critical to response. • Newsletter on innovations in architecture. Bob Johnson Consulting, LLC ... @HighEdMarketing 160
  161. 161. NATIVE ADVERTISING “Paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.” Bob Johnson Consulting, LLC ... @HighEdMarketing 161
  162. 162. “The Native Advertising Playbook”… http://www.iab.net/media/file/IABNativeAdvertisingPlaybookFINAL.pdf • A challenge… • How to integrate ads into regular content that have easy-to-see full disclosure that the content is an ad. • “Simply put: Regardless of context, a reasonable consumer should be able to distinguish between what is paid advertising vs. what is publisher editorial content.” Bob Johnson Consulting, LLC ... @HighEdMarketing 162
  163. 163. In-Feed Units… • Also used by: • Yahoo • Facebook • Twitter Bob Johnson Consulting, LLC ... @HighEdMarketing 163
  164. 164. Paid search units… • Also used by • Google • Bing • Ask Bob Johnson Consulting, LLC ... @HighEdMarketing 164
  165. 165. “Recommended for you” widgets… • Also used by: • Taboola • Disqus • Gravity Bob Johnson Consulting, LLC ... @HighEdMarketing 165
  166. 166. Promoted listings… • Also used by: • Amazon • Foursquare • Google Bob Johnson Consulting, LLC ... @HighEdMarketing 166
  167. 167. Evaluating what type to use… Bob Johnson Consulting, LLC ... @HighEdMarketing 167
  168. 168. Bob Johnson Consulting, LLC ... @HighEdMarketing 168
  169. 169. Bob Johnson Consulting, LLC ... @HighEdMarketing 169

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