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Digital Marketing in Higher Education - 5 Strategic Success Factors
The document outlines five key success factors for digital marketing in higher education, emphasizing the importance of a strategic approach and customer-centered digital experiences. It discusses the necessity of understanding audience engagement and utilizing various digital marketing channels, including SEO, social media, and content marketing, to drive growth. Finally, it highlights the role of customer experience management and marketing automation in enhancing digital marketing capabilities.
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Digital Marketing in Higher Education - 5 Strategic Success Factors
- 1. Digital Marketing in Higher Education 5 successfactors Dr Dave Chaffey Publisher: SmartInsights.com www.slideshare.net/DaveCh 1 affey
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- 5. Q. Do youhave a defined plan for digital channels? 5
- 6. ONE. A strategicapproach 6
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- 8. Strategy: a taleof two airlines Source: Corporate site pages 2012/2013 8
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- 10. TWO. Customer-centred DigitalBrand Experiences 10
- 11. Audience use of digitaland social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools OVP = Online Value Proposition = Brand Adding Value to Audience Help me do my job / live my life Help me develop / learn Help Make me look good Help Entertain Me! Help me Select and Use Products Investment in Brand OVP /Youtility http://bit.ly/smartovp 11
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- 13. Using content todrive growth – B2B 13
- 14. The Content marketing/ engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 14
- 15. THREE. Customer ExperienceManagement Source: As defined by Forrester in 2011 15
- 16. Vote! Do you havea person or team RESPONSIBLE FOR CXM? 16
- 17. Technique: Personas & Customerjourney mapping Source: Boston Consulting Group 17 See Smart Insights Persona Toolkit: http://bit.ly/smartpersonas
- 18. International CRO atASOS.com 18
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- 20. FOUR. Visibility acrossplatforms 20
- 21. How do wedrive 250,000 visits a month? 1. Search Engine Optimisation (SEO) Based on Content Marketing and Partnerships 2. Social media marketing 3. Events – webinars and offline 3. Email marketing 4. Paid advertising – AdWords 5. Paid advertising on social networks, e.g. LinkedIn We use Google Analytics attribution models to determine which channels drive sales 21
- 22. FIVE. Marketing Automation :Halfordscase study 22
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- 24. How advanced areyour digital marketing capabilities? 24
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- 26. Let’s Connect! Questions &discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey Blog www.smartinsights.com/blog www.facebook.com/davechaffey Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 26
Editor's Notes
- #2 This short, 15 min keynote to the Association of Business Schools uses examples from outside the higher education sector to highlight 5 key strategic success factors.
- #5 How does this make you feel? Daunted? Confused?
- #6 Q. Do you have a digital plan?
- #15 Doug Kessler – Velocity Partners
- #25 To fuel growth you need to be honest about where you are now.