Ama.digital marketingstrategy.10 13.

Bob Johnson Consulting, LLC ... @HighEdMarketing

1

DIGITAL MARKETING STRATEGY:
BUILDING BRAND STRENGTH &
ENROLLMENTS
©ROBERT E. JOHNSON, PH.D. 2013

Bob Johnson, Ph.D.
AMA Symposium for the Marketing of Higher Education
Boston, MA
November 10 - November 13, 2013


2

Who is Bob Johnson?
• Website reviews from a marketing perspective

• “Top Task” research partner w/Gerry McGovern

at Customer Carewords, Ltd, Dublin, Ireland
• 71 higher education clients since 2006
• “Your Higher Education Marketing Newsletter”…
3,600 subscribers
• @highedmarketing… 6,400+ Twitter followers
• “Higher Education Marketing” blog
• Symposium for the Marketing of Higher
Education… chair, 1994 to 2003


This was real, but silly…
http://2d-code.co.uk/qr-code-airplane-banner/

3


4

Not just a play on words…
• “We don't believe in digital

marketing. We believe in
marketing in a digital world,
and there's a huge difference."
• Clive Sirken, CMO, Kimberly-Clark, March 2012


5

Marketers & “digital” in 2013…
http://www.imediaconnection.com/content/34878.asp


6

Digital marketing is “Insanely complicated”
http://tiny.cc/71a6ew


So are mobile marketing options…
http://read.bi/1aOp1lR

7


8

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
•


A “Big Data” solution…
http://rocketfuel.com/solutions/audience

9


IMPORTANT STRATEGY
POINTS…
A definition…
And 6 points to craft a plan

10


11

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


12

6 important strategy points…
#1
• Social media…
• Marketing and PR

can’t control the
message anymore
• Facebook still
dominates
• YouTube is second

#2
• Mobile…
• People are
connected
everywhere, all the
time
• Easy to share
opinions
• Different tasks on
different devices?


13

Two more really big things…
#3
• Big Data…

#4
• Engagement

• “Big data” = the

• More people will

capacity to know
more about people
than ever before
• We can use it for
more precise
advertising

“like” and “follow”
than will actively
“engage”
• Not everybody
wants to “engage”


14

And two more…
#5
• New technology

#6
• ROI

• No need to be first in

• Difficult to measure

everything,
especially if you
don’t know how the
“shiny object” fits in
your marketing plan
• Relax

the individual impact
of every step in a
marketing campaign
• But can measure
advertising response


15

Marketing online for…
Brand awareness…

Direct response…

• We want people to know

• We want people who are

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.

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.


A (VERY) LITTLE
BACKGROUND
How we got started and where we
are today

16


17

Smartphones enabled the revolution…
http://bit.ly/TlMtvN


Tablets are expanding it…

18


And technology keeps moving…
http://bit.ly/UQuQew

19


20

New format for admissions interviews?


REASONABLE
EXPECTATIONS FOR
SOCIAL MEDIA
Pew Internet and American Life…
Forrester…
Noel-Levitz E-expectations

21


22

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 broadcaststyle 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”?


23

Top 10 social media sites, 10/6/12…
http://ex.pn/SV3o84


24

Top 10 social media sites, 9/28/13…
http://ex.pn/SV3o84


25

What do people do on social media?
http://empowered.forrester.com/tool_consumer.html


26

Social media influence level for teens…
Noel-Levitz E-expectations survey, 2013


27

2 important points re social media…
• Lifespan of a new item

• If something is

on Facebook, Twitter is
very short… just a few
minutes.
• Not everyone visits
social media every
day… even teens.

important, post it more
than once.
• On more than one day
if timing permits.


28

ADVERTISING IN THE
DIGITAL WORLD
Where are your dollars going now?
Targeting for Facebook… and all else


Evolution of digital advertising…
http://bit.ly/OWRzn3

29


30

Google & high speed access in 2004…


Rapid evolution continues…

31


32

Desktop vs. mobile to 2017…
http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959


33

Major players in mobile by revenue…
http://bit.ly/ZPnokB


Social media ad increase…
http://bit.ly/12Ljb5p

34


35

BIG DATA…
Friend, Foe or Marketing Fantasy?


36

Where does Big Data come from?
http://slidesha.re/15THr6E


37

Big data… a contrarian view
From The Guardian at http://bit.ly/15WGgy4

• "Big data is in danger of being

hijacked by the people who hijacked
terms like one-to-one marketing, and
customer relationship management
[CRM].
• “…tech companies who sold huge bits
of kit that became an enormous
project and then just ground to a halt.”
• Scott Logie, Direct Marketing Association chair


38

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


39

“Intelligent” is the key word here…
http://slidesha.re/15THr6E


Relevant = Knowing top tasks

40


41

Select where we put display ads…


FACEBOOK
ADVERTISING…
The Facebook example…

42


43

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”


44

Facebook on mobile…


45

Facebook is simplifying ad options…
http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads
• Summer and Fall of 2013… from 27 to <13?
• “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


46

Pay for FB results 3 ways…
https://www.facebook.com/help/614797551881954
• Pay for views
• Pay for clicks
• Pay for actions (new in April)

• More from Inside Facebook at http://bit.ly/1448PZY


47

Power Editor… for multiple campaigns
https://www.facebook.com/help/569494776443033


48

Starting your campaign…
https://www.facebook.com/ads/manage/campaigns/


49

Pick a landing point, create your ad…


Our landing page…
http://che.engin.umich.edu/

50


Where to show your ad?

51


52

The first selection page… only for age


53

Sort for “Chemical Engineering”…


Limit to people in high school…

54


Budget for 10% response… 198

55


Track your conversions…
https://www.facebook.com/help/435189689870514/

56


57

YOU TUBE + GOOGLE AD
WORDS…


My CE video to promote…
http://www.youtube.com/watch?v=s64B-NNRxTA

58


Video links to this page…
http://che.engin.umich.edu/

59


Your ad in top right position…

60


61

After a “Chemical Engineering” search…


Opening the campaign…

62


Select your video…
http://www.youtube.com/watch?v=s64B-NNRxTA

63


Pick your budget…

64

Bob Johnson Consulting, LLC

65

Keyword selection…
Keywords in content…

Keywords in searches…


Review advanced settings…

66


Pick the time for your ad to run…

67


Results page to monitor…

68


DIRECT RESPONSE
DISPLAY ADVERTISING
Focus advertising on specific
academic programs…

69


Again, targeting is key…
http://www.24mas.com/
• Age
• Gender
• Location

• Behavior
• Time
• Handset

• And more…

70


Not the best targeting here…

71


Direct response… program ad
matches placement

72


Leads to a proper landing page…

73


And a social media connection…

74


75

Simple, clean, quick email response…


And ongoing contact…

76


Targeting newsletter readers…

77


78

Strong, short landing page for inquiry…


79

Innovative options after an inquiry…


80

RETARGETED
ADVERTISING
Creepy to some, successful to others


The retargeting trail…
http://area2oh3.com/have-you-been-retargeted/

81


82

“Boosted” retargeting w/ “big data”…
http://rocketfuel.com/solutions/retargeting-booster


83

“Boosted” retargeting results…
http://rocketfuel.com/resources/case-study/UCLA-Extension
Using these data points…

UCLA Extension results…
• “More conversions after

the first month of the
campaign than we did
during almost the entire
fall enrollment period
campaign – which is
usually the top performing
campaign of the year.”
• Genny Drennen, Fraser

Communications


84

Starting with a search in May 2012…


85

Retarget for individual programs…


Bob on Flyertalk…

86


Bob on the Washington Post…

87


88

July 17, 2013… A change in focus to MBA


89

Retarget for scholarships…
http://www.chacha.com/question/where-can-i-buy-google-glasses


And following to the NY Times…

90


And the landing page…
http://bit.ly/GVtOsk

91


92

Answer these 5 questions first…
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?


Retargeting on Facebook…

93


New importance for Facebook…
http://bit.ly/15httox

94


95

Video intro to Adwords retargeting…
http://www.youtube.com/watch?v=YtlejZic2jU


Explore retargeting specialists…
http://www.adroll.com/

96


GROUP ADVERTISING
“Lead gen” for more leads at less
cost w/ 3rd party screening

97


98

“Online masters degree finance”...


99

Where will you be among 52 choices?
http://www.elearners.com/online-degrees/master/finance.htm


FOR BEST ROI ON ANY
ADVERTISING
Attention to the Inquiry Form…
And a rapid first response time

100


101

Just 4 items on this inquiry form…
http://www.stonybrook.edu/spd/highered.html


102

The whole form on a single screen…
https://www.scps.nyu.edu/contactUs.htm


103

A rare texting option…
http://online.gannon.edu/webform/request-more-information


And for traditional students…
http://bit.ly/OqbqFY

104


105

IN THE (NEAR) FUTURE…


106

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


107

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”


More video content…
http://www.startstorytelling.com/

108


109

Google glass… still a marketing puzzle
http://bit.ly/1hRHbVP
For 2012 in New Orleans…

For 2013 in Boston…


And what might you do with this?

110


WRAPPING UP…
STRATEGY POINTS FOR
SUCCESS

111


112

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


113

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


THANKS FOR BEING
HERE IN BOSTON!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing

114


DIGITAL MARKETING
RESOURCES

115


116

Can advertising as we knew it survive?
http://blogs.hbr.org/2013/08/advertisings-big-data-dilemma/


117

Many places for ad $$$…, old & new
http://www.mediassociates.com/


118

Academic research sources…
University of Maryland

Dartmouth College

http://www.rhsmith.umd.edu/digits/

http://www.tuck.dartmouth.edu/digital/


Ehrenberg-Bass Institute…
http://www.marketingscience.info/

119


Data-Driven Marketing Institute
http://thedma.org/ddmi/

120


Pew Internet research projects…
http://www.pewinternet.org/

121


122

Bing monthly advertising updates…
http://bit.ly/18Hqux6


123

Big data in multi-channel marketing…
http://insightsone.com/


124

Case Study: Cross device advertising…
http://bit.ly/19LSiLx


Integrating Big Data…
http://www.bluekai.com/

125


126

Social media strategy cheat sheet…
http://bit.ly/UVq4XC


Social Media Examiner…
http://www.iwantmedia.com/index.html

127


EXTRA NOTES ON
ADVERTISING…
Twitter…
LinkedIn

128


TWITTER ADVERTISING
Open to anyone in the U.S. since
April 2013

129


130

TWITTER SAYS…
“Our system rewards marketers for
being good, not for being loud.”
•

https://blog.twitter.com/2013/announcingtwitter-ads-api


131

Twitter on mobile…


132

Start here… pay only for followers
https://business.twitter.com/
start-advertising

Selection criteria include…
• Similar user names
• Interests
• Location

• Gender


133

Selections for “Education” & Metro…


134

LINKEDIN ADVERTISING…
Best for young professionals in
search of new credentials…


LinkedIn ad example…
9:55 A.M. 4/19/2013

135


136

After the LinkedIn ad…
The landing page…

Immediate inquiry response…


Start here…
http://www.linkedin.com/advertising

137


8 selection categories…

138


139

Set your budget… for clicks for views?


18 November 2013

140

Ama.digital marketingstrategy.10 13.

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (11)

Similar to Ama.digital marketingstrategy.10 13.

Similar to Ama.digital marketingstrategy.10 13. (20)

More from Bob Johnson, Ph.D.

More from Bob Johnson, Ph.D. (14)

Recently uploaded

Recently uploaded (20)

Ama.digital marketingstrategy.10 13.