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Mobile Advertising 101: Beyond Geofencing

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Location-Based Mobile Advertising is an exciting technology that may be used to reach targeted students where they are. Whether you are trying to reach potential transfer students on a community college campus, potential grad students downtown, or potential undergrads at their high school, "geofencing" can be a great way to focus in on those locations and drive targeted advertising volume.

However, not all geofencing is the same. It can be very easy to drive a high volume of impressions with low engagement, leading to questionable ROI.

This webinar will focus on the "Do's and Don'ts" of digital marketing; specifically with regard to mobile advertising strategies and how to avoid some of the pitfalls while putting yourself in the best position for success.

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Mobile Advertising 101: Beyond Geofencing

  1. 1. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 1 Mobile Marketing for Higher Ed 101 Beyond Geofencing + Data Insights, Direct Engagement, Digital Marketing
  2. 2. Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. THANK YOU! Questions? •  Chegg & NRCCUA Partnership Overview •  Overview of current student trends •  Evaluating common mobile marketing tactics and optimizing for what’s most effective •  Recommendations for balancing and supporting traditional outreach with digital marketing Today’s Agenda …
  3. 3. Data-Driven Insights Direct Engagement Digital Marketing For Chegg Partners: •  Continued delivery of all student data and/or digital marketing services •  Opportunity to reach a broader pool of students with data-informed strategies For NRCCUA Partners: •  Continued delivery of all student data, access to DataLab, Eduventures Research, etc. •  Opportunity to enhance traditional outreach with turn- key digital marketing For Partners of Both: •  All of the above + a single NRCCUA Regional Director to support your
  4. 4. 4 Current Trends in Student Perspectives
  5. 5. 35% Hand Held Device Savvy Consumers 14% Desktop 50% Laptop Primary Device Used to Research College Which device do you primarily use to research colleges? ? #SocAdm17
  6. 6. 85% 42% 38% 20% 14% 12% 6% Visited College Website Scheduled Campus Visit Taken Virtual campus Tour Downloaded App from College Asked Question on Social Media Texted with College Rep Live Chat with College Rep Actions taken on mobile when considering which college to apply to or enroll in. College Research on Mobile + +
  7. 7. What Students Are Looking For 8 in 10 Students Visit College Websites on Mobile 4 in 10 Schedule a Visit or Take a Virtual Tour #SocAdm17
  8. 8. More than half of students access college sites on a mobile device at least weekly 17% 65% 11% 7% Excellent Okay Challenging Not Applicable Quality of Experience on Mobile Site College Websites on Mobile Once a Day 18% Once a Week 41% Once a Month 13% Every Once in a While 28% Frequency of Visiting College Websites on Mobile How frequently do you visit college websites on a mobile browser? 
 How would you rate your mobile experience interacting with the college websites?
  9. 9. Location – The Next Generation Cookie Targeting in a mobile-first world 9 Context Demographics Day-part ¤ ¤ ¤ Context Demographics (Implied) Attitudinal ¤ ¤ ¤ Expressed Intent ¤ Social Connections Sharing Behavior Expressed Interests Demographics ¤ ¤ ¤ ¤ Location Context 1st & 3rd Party Data Match Real-world Behavior ¤ ¤ ¤ ¤
  10. 10. Location-Based Mobile Advertising Reach Students On-the-Go, Where They Are
  11. 11. 91% of consumers have their phones within arms reach 24 hours a day The average user checks their phone 150 TIMES / DAY Sources: Study by app Locket, 2014. Under the Cover with College Students. Chegg, 2015. 93% of students own a smartphone
  12. 12. 1 2   Defining Context
  13. 13. 1 3   Defining Context with Location
  14. 14. Dynamic targeting zeros in on the strongest performing locations Standard Geo-fence Chegg’s Geo-fence NRCCUA Geo-fence
  15. 15. 2-Year Schools Corporations, Military Bases ESL Centers & Boarding Schools Target potential students anywhere with location- verified media on their mobile devices High SchoolsHigh School & Transfer Fairs Concerts, Events, Open Houses, Airports, etc.
  16. 16. 86% of time spent on mobile apps > 3 hours per day 14% of time spent on mobile web < 45 minutes per day app mobile app vs. mobile web media use eMarketer, September 2016
  17. 17. 0 10 20 30 40 50 60 70 In-App (billions) Mobile Web (Billions) Total billions 2014 2015 2016 2017 US Mobile Ad Spending, in-App vs. Mobile Web (2014-2017) Source: eMarketer, October 2016 75% of mobile ad spending will be in-App in 2017
  18. 18. Reach students across 100K apps around the world* Social Entertainment Sports News & Info Interests Local Music * Over 35K apps in the U.S.
  19. 19. CUSTOM INTERACTION CUSTOM LANDING PAGE .EDU SITE Dream Big. Live Limitless. Learn more! Reach students on their favorite apps and drive to your mobile EDU site or a custom landing page/interaction developed by NRCCUA
  20. 20. Undergraduate Targeting •  High schools or vocational schools in target markets •  National college fairs and recruitment events •  Before/during/after on-campus tours •  Test prep centers, national competitions, ESL centers, etc. Transfer Targeting Graduate Targeting •  Community college campuses •  High-traffic venues surrounding target campuses •  Large-scale college fairs and recruitment events •  4-year campuses •  Conferences and recruitment events •  Corporate headquarters, healthcare institutions, etc.
  21. 21. Social Media Advertising List Loads, Lookalike Audiences, and More
  22. 22. 48% 87% 51% 31% 64% 63% 82% 54% 37% 81% 80% 79% 66% 51% 77% 78% 74% 56% 49% Instagram Snapchat Facebook Twitter Pinterest Use of Social Media (Trended) 2013 2014 2015 2016 Shifts in Social Media Usage Q4. How often do you use the following different social media websites?
  23. 23. 28% 60% 31% 14% 48% 26% 67% 46% 20% 70% 48% 67% 56% 21% 71% 53% 68% 50% 28% Instagram Snapchat Facebook Twitter Pinterest 2013 2014 2015 2016 1 in 2!USE 5+ PLATFORMS Year over year comparison: How often do you use the following social media sites during college research? Increased Growth and Fragmentation of Social in College Search
  24. 24. Yes, 37% No, 63% 1 in 3 Have Used Social Media to Research College/Universities Discovery vs. Decision Engine Did (or will) you use social media to research colleges that you have applied to (or to which you are considering applying)? 60% have liked or followed a school in their consideration set. #SocAdm17
  25. 25. Interactions Matter Nearly 40% of students say interactions they have on social media influence where they enroll. #SocAdm17
  26. 26. •  Combined with the fact that Facebook and Instagram are top platforms for researching colleges, we recommend starting there when considering ad investments •  While Snapchat is popular, growing and evolving, ROI is tough to measure and quantify •  Proceed with caution as some strategies with Facebook are more precise than others When thinking social, Facebook is (still) king Source: Social Fresh, “The Future of Social”, w/Firebrand Group and Simply Measured, April 2016 0% 20% 40% 60% 80% 100% Snapchat SlideShare Pinterest LinkedIn Instagram Twitter Facebook % of respondents
  27. 27. Example: Geo-Targeting on Facebook •  Identify users in a specific geographic radius •  Segment by demographics and interest •  Limited to Facebook users engaged on Facebook site/ app •  Not filtered by your audience specifically
  28. 28. Audience Targeting Advertising on Facebook Demographic Interests Behaviors Custom Audience List Loads Lookalike Audiences Broadest Most Precise
  29. 29. Custom Audience vs. Lookalike Audiences Custom Audience finds the students who you already have on your radar •  Search Names •  Inquiries •  Admits who haven’t deposited •  Alumni (for giving campaigns) Lookalike Audiences finds people based on the people you know and want to find more of •  More prospective students like the ones who enrolled last year Pro Tip: Leveraging your existing data sets with SMART Approach predictive models may be more cost effective than trying to cast a wider net with lookalike audiences
  30. 30. CUSTOM AUDIENCE TARGETING
  31. 31. What are you doing with your DATA? PURCHASED LISTS INQUIRIES NON-COMPLETES ADMITTED STUDENTS APPLICANTS ENROLLED STUDENTS ALUMNI NON-RESPONDERS
  32. 32. First-Party: Data YOU Own CRM Data • Purchased Lists • Referral Data Purchased Chegg Inquiries/Matches • Retargeting Data from .Edu Site
  33. 33. Make the most efficient use of your data TIP Names Declared Students Search Responders Applicants Step 1 Data files are onboarded to a data matching platform Admitted Students Step 2 Data is anonymized and matched to IDs 176749830 Step 3 Media is targeted to IDs across devices /channels
  34. 34. Cross-Channel Tracking & Attribution
  35. 35. 35% Hand Held Device Savvy Consumers 14% Desktop 50% Laptop Primary Device Used to Research College Which device do you primarily use to research colleges? ? #SocAdm17
  36. 36. Which of the following have you done on a mobile device when considering which colleges to apply to or where to enroll? (select all that apply) The Application Process Rarely Ends on Mobile + + SUBMITTED AN APP THROUGH A MOBILE DEVICE 13%
  37. 37. Google Analytics evaluates performance via Cookie IDs In-app mobile advertising can only be tracked by Device IDs NOT Cookie IDs The biggest challenge to measuring mobile advertising
  38. 38. Track Conversion from the Initial Click… #SocAdm17
  39. 39. Track Conversion from the Initial Click… Track Conversion from other devices after the first view
  40. 40. Keeping it Under Control Methods for keeping your campaign running on a shoestring budget
  41. 41. How do I avoid doing this?
  42. 42. Frequency Caps & Dayparting Optimize Campaigns •  These methods ensure that your ads are less “stalkerish” by limiting how many times or when your ad is seen by a prospect •  By limiting views/restricting times you can maximize the duration of your campaign •  These controls are a prudent way to ensure you are getting the most out of your digital advertising budget
  43. 43. Example of Frequency Capping •  You are running an ad campaign where you are retargeting visitors to your “.edu” and want to drive them back to an open house registration form •  Frequency caps can be put in to place to limit the number of times a visitor sees that ad •  # of times in 1 day •  # of times without taking an action Frequency Cap Examples •  No more than 5 ad impressions served/day •  Remove user from campaign if no action taken in 30 days
  44. 44. Example of Dayparting •  You are using geofencing and are running an awareness campaign focused on feeder high schools and local malls •  Dayparting ensures your ads only appear at the mall after school hours and at the high school an hour before school starts to an hour after school ends Dayparting Examples •  High School ads run from 7 AM to 3 PM •  Mall ads run from 3 PM – 9 PM* Additionally, ad unit can be adjusted based on goal … ex. Parents at the mall during the day
  45. 45. Combining the Old and the New
  46. 46. Print and e-mail still still play a major role. Building a better list is key. Source:: STAMATS TeensTALK Study, 2016
  47. 47. This generation expects active, personalized dialogs with Admission Offices 60% expect to be engaged with admissions within 24 hours would like to receive communications tailored specifically to them92% 2017 Social Admissions Report
  48. 48. Multi-Channel & Open To Engagement Source: LaunchLeap, December 2016 STAMATS TeensTALK Study, 2016 Positive or Neutral Negative Reaction Reaction to sponsored content on the web or social media 8/10 students use 4+ digital platforms daily, and are more likely to respond positively to sponsored/promoted content on digital and social channels. 0%   10%   20%   30%   40%   50%   60%   5+   4   3   2   # of Digital Platforms Internet Users Visit/Day (% of responses)
  49. 49. 1.  Log in to NRCCUA DataLab™ and identify your prospective student audience leveraging Class Finder™. 2.  Leverage Enrollment Lens™ and SMART Predictor™ to build your prospect pool, fueling traditional e-mail and print campaigns that drive awareness and conversion 3.  Use your student data to support conversion and yield by building custom audience pools and determining geofencing locations to serve your sponsored content and digital display A Turn-Key Solution That’s Easy as 1, 2, 3
  50. 50. eMatch ensures data is accurate and actionable TIP Names & Chegg Match Legacy Students, Chegg Match+, Automated Online Search Inquiries, Responders & Declared Students Applicants Admitted Enrolled Data + Direct Engagement + Digital Marketing = Enrollment Success Custom Audience Targeting supports conversion & yield eProspector gets you into the inbox Outbound Phone Service Boosts Engagement Location-Based Mobile Advertising Raises Awareness Instant Response Accelerates Outreach
  51. 51. Thank you! Gil Rogers, Director of Enrollment Marketing gil@chegg.com Recording and Slides: http://edu.chegg.com/insights Learn more at http://datalab.nrccua.org

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