dm for education
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Customer Acquisition via Social Media A recent study reveals that higher education
institutions in North America said they have acquired new customers through social
media sites and/or blogs.
Specifically, 72% of those in the higher education industry said they acquired new
customers through Facebook; 47% said the same about Twitter; and 33% generated
customers using LinkedIn.
Meanwhile, 67% of those in the higher education industry reported an increase in
customer acquisition through their company blog.
In2009, 30.7% of higher education professionals admitted to using Twitter, and in just one
year this number increased to 35.2%.
The percentage of education professionals that have never used Twitter at all has
decreased over 12 months, from 56.4% in 2009 to 47.9% in 2010.
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On the social front, educational institutions are using social media technologies like
blogs, Facebook and Twitter to share news, general info, updates and to connect with
their student and teacher population.
As of March 2011, the educational sector was ranked as the 5th most common industry
on LinkedIn.
5.4 million LinkedIn users worldwide in the education industry in March 2011.
6.2 million users in the medical industry.
6.9 million users in the manufacturing industry.9.6 million users in the finance industry.
11.6 million users in the high tech industry.
YouTube is utilized to help broadcast student testimonials and showcase student
experiences to prospective students and parents.
some educational institutions have jumped onto the social and mobile train sooner than
others, below is where we see the majority making considerations from a strategy
standpoint.
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Digital Marketing in Educational InstitutionsDigital Marketing is the use of digital channels for the promotion of a business or
brand. Digital channels include but are not limited to emails, mobile phones, socialnetworking etc.
The increased use of internet and digital media is a major influence in the field of
education today. The education sector is a completely revolutionized sector since the
majority of the population of students are the users of the internet.
This has a direct implication on the fact that educational institutions and universities
need to make increased use of the internet and mobile devices to reach out to more
students.
And digital marketing is the best method that can be adopted by the educational
institutions to reach out to prospective students.
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Why is Digital Marketing the best means to impress
students.
There are various reasons that make digital marketing the best means of reaching out
to the majority of the student population today. Some of these are:
Prospective students are already searching online for educational and training courses.
Students spend more time on the internet rather in front of other media including
television.
Display advertisements on the internet are highly effective and outperform traditional
advertising.
Parents and guardians have started to judge a school or college based on its website
and its online presence.
Most students have also begun to judge a school or college through its online presence.
The internet is today the most favored channel for applying and making admission
queries.
Expatriates and outstation students rely heavily on the web for college admissions.
Parents and students now consider web as the most convenient means for carrying out
admission processes.
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The various aspects of Digital Marketing for an
educational institution:Institutions that impart higher education are using digital marketing as one of the most
preferred means of engaging students. These educational institutions follow a step by
step approach and a well planned strategy that is implemented in the right manner.
Now, for higher educational institutions, the target is obviously the students. Of the
various students, there will be a market of the mature students who are the actual target
audience of the educational institutions because of the fact that they research in detailabout the courses and career options.
When devising digital marketing strategies, the educational institutions need to consider
the fact that the needs of every student are different and thus various types of
communication and discussion channels may be required to be set up so that the needs
of every prospective client is met in the best manner possible.
One of the most important things that educational institutions need to keep in mind is
the fact that most internet users do not go beyond the first three pages of the search
engines to look for the required information.
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The role of Social Media in Digital MarketingDigital marketing enables the educational institutions to make use of the power of
social media. Various social media sites can be used to share the information with aglobal audience.
The presence of such information on
social networking sites is instrumental ininfluencing the decision making process
of the students. One of the main reasons
why educational institutions can make
use of social media is the fact that 99% of
the student population has presence on
the social networking websites.
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Advantages of Digital Marketing for educational
institutionsEducational institutions can gain in the following ways by using digital marketing:
Cost Effective: Most online marketing platforms are affordable compared to traditional
marketing methods. Online Marketing methods such as social media, email, RSS feeds
and mobile marketing require very little implementation cost or investment.
Instantaneous Feedback: Online marketing platforms offer instantaneous feedback as
messages can be relayed immediately and instant feedback can be received.
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Measurable: There are varied tools which can
be used to measure digital marketing
effectiveness. Since this type of marketing is
highly targeted and in most cases uses
permission based marketing.
Easily Accessible Tools: Digital marketing tools or
platforms are easily accessible and as a result producebetter results. Using digital marketing forms such as social
networking sites like Facebook, Google+, Twitter, and
others
High Conversion Rates: SMS and email are some of thedigital marketing forms that receive high response rates
due to the fact that they are personal and educational
institutions can easily target the audience in the right
manner.
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Digital Marketing to Attract Prospective Students
Social Playing an Increasingly Central Role in Academic Marketing CampaignsWhen it comes to the marketing practices of educational institutions (EDUs), digital
marketing is playing an increasingly strategic role in reaching prospective students.
Sixty-two percent of undergraduate and graduate institutions, on average, plan to turn to
the power of online display advertising as a key marketing tool by 2013.
55 percent said the percentage of their overall marketing budgets allocated
to digitalmarketing strategies had increased.
Further, respondents said they expected the trend of leveraging digital marketing as an
increasingly greater percentage of the overall marketing budget would continue into 2013
55 percent are currently leveraging display advertising, focusing mainly on Facebook and
Twitter.
Of the remaining 45 percent that are reportedly not tapping display at this time, all are
either considering it, or already have plans to integrate display strategies within the next
year.
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Key Survey Findings:Digital marketing is an increasingly larger portion of both graduate and undergraduate
overall marketing budgets:
Sixty-two percent of educational institutions, on average, plan to increase their spend on
digital marketing as a percentage of the total marketing budget through 2013.
Social platforms are playing a major role in digital marketing campaigns:
Seventy-one percent of respondents say they do some display advertising on socialmedia platforms; in line with recent data highlighting Facebook's growing prominence
as a display ad publisher, 95 percent of respondents say they advertise on Facebook,
followed by 78 percent on Twitter, 71 percent on YouTube and 71 percent on LinkedIn.
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Display has slight edge over search concerning tactic of choice for EDUs:
Thirty-nine percent of respondents say display advertising comprises a larger portion of
their marketing budget than search; 37 percent of respondents say they do more searchthan display.
Increasing an institution's program awareness is primary campaign objective:
Increases in program awareness emerged as the top objective, with 72 percent ofrespondents saying they expected their digital marketing campaigns to deliver this
result.
Institutions are slowly adopting more complex display techniques to complement
their media strategies:Rich media and video are being employed by 18 percent and 22 percent,
respectively, of graduate institutions and 19 and 27 percent, respectively, by
undergraduate institutions.
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Search Engine Optimizations SecretsWe know the markets you want to reach and we will optimize our SEO marketing
campaigns around the keywords and phrases prospective students will use when
searching for your product or service.We will:
Create proper page titles that include your keywords
Write your text to fulfill the 6% rule
Insert properly formatted meta data
Include keywords in the meta tags
Make your websites compliant with W3C HTMLName web pages to include keywords
Include a robots.txt file for search bots
Generate Google sitemap.xml and Yahoo urllist.txt files
Register your sites with dmoz
Register your sites with the search engines
The Magic Of Search Engine OptimizationIt may sound like the black arts but our educational SEO team know what they are doing
and will produce outstanding results.
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Affiliate MarketingAffiliate advertising can be a powerful and effective method of building your brand and
driving student recruitment.
It involves pulling in websites around the globe to promote your university or college tothe student community for an agreed cost per lead commission.
Some of the universities we serve have hundreds of sites marketing degree courses on
their behalf.
The Beauty Of Affiliate MarketingThe beauty of internet affiliate advertising is that you don't have to pay until the host
sites bring hot leads to your door and you can specify how many leads they generate
each month.
You need to educate them about your courses and you need to keep them motivated by
providing regular updates - not just the monthly commission cheque.
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Pay Per Click ManagementIf you want students to find your university or college on Page 1 of Google - we can get you
there in the twinkling of an eye.
What's more, we will ensure you reach students who really are interested in studying at
your college.
We Know Educational Pay Per ClickThe problem with pay per click marketing is that it can also be expensive as you are bidding
against rival universities - some with deeper pockets than you.
You can blow a fortune if you don't know what you are doing. That's why you should
entrust your PPC campaigns to people who know the educational sector and have expertise
to plan and manage them.
Keyword Bidding WarsPaid search is becoming increasingly expensive but we will not get involved in biding wars
and we will avoid overpaying for clicks. We will keep you visible when students are
searching in their language or time zone.
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Digital AdvertisingDigital advertising is all about using the web and other platforms to generate student
leads and grow the fame of your university or college brand.
A full digital advertising service from devising concepts, to creating your digitalmarketing campaigns through to buying space on multiple websites to target prospective
students in countries around the world.
Offer The WorksPush" campaigns involving banner ads to "Pull" campaigns embracing interactive games,virals, widgets, competitions, downloadable applications and promotions.
Internet Marketing - ImplementationWith the strategy, messages and tactics in place, then move onto to inspired
implementation.As a client you will get a dedicated internet marketing team comprising talented and
creative people who understand education and the pressures within the sector. Pride
ourselves in our knowledge, energy and creativity.
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Empowering India Digitally: Industry Responsive Digital
Marketing Training ProgramsDigital Academy India is an initiative to educate Indian students & professionals for career
competitiveness in the Internet Economy.
Its academic and practical learning ensures students build tangible skills that translate to
todays evolving marketing environment.
The training programs offered by Digital Academy impart skills required to implement,manage & evaluate digital marketing strategies in a globally connected economy.
Digital Academy strives to advance thought leadership and industry responsive skill
development through the best industry, institutional and academic collaborations,
Therefore, it has partnered with Global leaders in the digital marketing education space tobring the best global certifications to its students in India.
To increase the employability quotient of students and address the training needs of
working professionals in the Online Marketing arena.
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Education marketing strategy templatean education marketing strategy that could be used by business schools and other
education sector organisations to focus planning and drive daily education PR and
marketing activity.
Cover as much ground as necessary in this section, keeping in mind that many of the
people who read the strategy will not have been informed why this document has been put
together in the first place so mention it.
Product analysis
In this section, straight after the introduction, you need to outline exactly what it is youre
selling. Is it MBA courses, executive education, bespoke training courses or online
programmes?
Market analysisYou cant run an education marketing campaign if you havent first identified and assessed
your market. I like to break market analysis into two sections: target market and
competitive landscape.
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Target market:Who are you targeting? What are the demographics of the target market?
How does this target market use social media? How many are on LinkedIn, Twitter,
Google+?
How many are there? Is there any research showing the size of the market? Look at the
Office for National Statistics, or local industry bodies.
How can you segment the market? By age, industry, education level etc.?
What matters to the target market? Identify the criteria they would likely use to select
your business school / education product. For example: Profile, Cost, Location, Rankings
Competitive landscape:
Who else offers similar or competing services to yours to the target market?
What evidence can you gather about these organisations education marketing strategies?
How do they rate, compared to you, on the key criteria of relevance to your target
market? Create a value curve like the one shown, to identify where your genuine USPs lie.
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Objectives
The objectives for your education marketing campaign should be SMART: specific,
measurable, achievable, realistic and time-bound.
Strategy
This will require an internal brainstorm to decide whether your strategy should be, for
example, to get in front of the target market first with a PR campaign, followed by a social
lead generation campaign to directly encourage enquiries from the target market.
Tactics
Here you will list the specific tactics or actions that will be used to deliver the education
marketing strategy. For example, social advertising campaigns, video production services
youll be using, the B2B PR agency youll be working with, the email marketing campaigns
that will be delivered etc.
To make sure your education PR agency's education marketing strategy delivers, you need
to keep it fluid. It should act as a guide to activity, but should be updated weekly or
monthly as you see whats working and whats not - with as much involvement from
stakeholders as possible.
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Changing education patterns with social mediaA liberal education is at the heart of a civil society, and at the heart of a liberal
education is the act of teaching.
So, the latest scuffle around is about learning! It sounds petty, but its a large issue to
address. While Mr. Not Socials son shies away and doesnt participate in the class; on the
other hand, Mr. Socials daughter is overtly active
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So, why not acquaint the young buds with the fast growing life and make them smart!
1. Introduce and invite
Your page must be telling. It must echo the message
your school resonates. Your welcome page, therefore,should give the details (crisply) of the agendas youve
in mind. Also, its important to keep in mind the kind
of students you would want to invite to your school
(through your fan page). Schools and universities work
almost like markets. The difference, however, is in
schools its a more preaching and you deal with youngminds.
2. Make it even more detailed
"PowerPoint presentations too often resemble a schoolplay - very loud, very slow, and very simple.
With Slideshare, you can explain yourself even better!
PowerPoint presentations are always easy to understand.
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3. Pick their brains!
Once theyve joined your page and your
institution, its time for activity now! Conduct
quizzes, polling, use discussion boards anddebates. Its the best way you can keep your
students hooked up on your page. Forget the class
work-homework time! Give them home works on
quizzes and polling.
4. You write, they comment
You cant be better than this! Sharing knowledge and
being interactive at the same time is indeed anexcellent feature. It allows you to share with your
students what so-far youve maintained as web logs
(popularly known as blogs).
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5. Videos and Multi-videos
These features are both attractive and effective!
These tabs help you to share the events or festivals
or inspiring speeches by important people with your
pupils. Welcome comments from them and their
likes.
By sharing videos and receiving comments, you can
make out the different choices the young generation
make and how you can work out with them.
6. Jingle by mingle
You can create a super-viral and synonymous
effect by mingling your two accounts: Facebook
and Twitter. With people joining you randomly oneither of these sites, make sure you dont miss out
to share the same important stuff with yours fans
on both sides. So, to make it easy Tweets tab is on
your platter
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Get creative in school with digital mediaThe highly valued skill of creativity is increasingly scarce among job applicants. But itneedn't be if more schools promote creative media technology across the curriculum
.
The latest figures from the government's Annual Business Survey show the sector
accounted for 5.6% of the UK economy in 2008 about 2.3 million people are employed in
creative industries including software, fashion, publishing, music and design.
In fact, according to the culture and media secretary, Jeremy Hunt, employment in these
industries has risen by 1.5% annually while other sectors have been shedding jobs in the
economic downturn.
"One student, one of the lowest ability boys I've ever taught, couldn't really read and write
properly and staff spent more time talking to him about his behaviour than his work.
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Knowledge-driven attitude to learning
Creativity is at the heart of the school development plan for the next decade.
If school budgets don't stretch to acquiring some of the more expensive
modelling, design and gaming packages, there is a growing number of open
source ie free resources online.
The design skills it develops are exactly the ones that the games industry is
hungry for, a former primary teacher turned education consultant and member
of the board of Open Source Schools.
Creativity now ranks with literacy and numeracy
Creativity, in fact, is now becoming a sought-after skill in all walks of life.
According to a survey, Creativity in the Classroom, by digital media
specialist Adobe, some 77% of employers and higher education lecturers quizzedsaid that they viewed "creativity" interpreted as the ability to generate ideas,
developing online content, delivering persuasive, polished presentations or
being imaginative problem-solvers as an "as an essential or important skill",
alongside the basic ones of literacy and numeracy.
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Reference Sites:
1. www.google.com
2. www.digitalmarketingshow.co.uk
3. www.slideshare.net
4. www.socialappshq.com
5. www.digitalmarketinginstitute.ie
http://www.google.com/http://www.digitalmarketingshow.co.uk/http://www.slideshare.net/http://www.socialappshq.com/http://www.digitalmarketinginstitute.ie/http://www.digitalmarketinginstitute.ie/http://www.socialappshq.com/http://www.slideshare.net/http://www.digitalmarketingshow.co.uk/http://www.google.com/ -
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