Colleges and universities continue to grow their digital advertising budgets. For the first time ever, digital advertising has surpassed TV advertising in the higher education space. With cost-effective micro-campaigns and hyper-targeted advertising that’s trackable, what’s not to love? While newer technologies continue to expand digital advertisings capabilities there have always been questions of attribution and efficiencies at scale. The combination of digital advertising and marketing automation however is changing the game. Marketing automation provides detailed tracking, analytics and ATTRIBUTION of your marketing spend. Don’t just track impressions and CTR’s, but know exactly WHAT student clicked, the BEHAVIORAL HISTORY of that student and engagement with your web site, and then ultimately the outcome.
Colleges and universities continue to grow their digital advertising budgets. For the first time ever, digital advertising has surpassed TV advertising in the higher education space. With cost-effective micro-campaigns and hyper-targeted advertising that’s trackable, what’s not to love? While newer technologies continue to expand digital advertisings capabilities there have always been questions of attribution and efficiencies at scale. The combination of digital advertising and marketing automation however is changing the game. Marketing automation provides detailed tracking, analytics and ATTRIBUTION of your marketing spend. Don’t just track impressions and CTR’s, but know exactly WHAT student clicked, the BEHAVIORAL HISTORY of that student and engagement with your web site, and then ultimately the outcome.
In December of 2016, Forbes online magazine published an article presenting the 17 Marketing Trends To Watch Out For In 2017. Menitions include native advertising, mobile first, data driven marketing and marketing automation. These trends, however, are not bound to traditional sales as higher education, espeicially online education, has adopted these best marketing practices. A combination may look like integrating marketing automation with triggered 1:1 personalization or scaling human and fiscal resources with prospective student behavioral engagement scores and affinity indexes. It's like peanut butter and chocolate - they both taste great alone but they're irresistable in combination.