Digital Marketing Strategy

Bob Johnson Consulting, LLC 1

DIGITAL MARKETING
STRATEGY:
STEPS FOR SUCCESS IN
HIGHER EDUCATION
eduWeb Conference 2012
Boston, MA
July 30-August 1, 2012


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


Strategy defined…

• “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


In one month, 320 comments…
http://linkd.in/Nx2OAX


TO BEGIN…
Perils and Pitfalls…
And 6 Strategy Points


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


Flying high for toothpaste…
https://www.facebook.com/aquafreshNL


6 really big strategy points…
#1 #2
• Social media… • Mobile…
• Marketing and PR • People are
can‟t control the connected
message anymore everywhere, all the
time


Two more really big things…
#3 #4
• Privacy… • Engagement
• “Big data” gives the • Most people will
capacity to know “like” and “follow”
more about people but not actively
than ever before “engage”


And two more…
#5 #6
• New technology • ROI
• No need to be first in • Difficult to measure
everything, the individual impact
especially if you of every step in a
don‟t know where it marketing campaign
fits in a marketing
campaign


2 points to carry with us…
• Nothing is important forever… even Facebook?
• AOL
• MySpace
• Friendster
• GeoCities
• Google Wave

• People are still people…
• People like to talk to real people… sometimes
• People like getting information that interests them
• People who are online have very little patience


Do marketers fall too quickly in love?
• QR codes
• Only 5% of U.S.
smartphone owners
used them in last
quarter of 2011
• Mostly young men
• Why so few?
• Too many code readers
• Placed in weird places
• Links to regular websites
• Even if “mobile-friendly,”
no benefit to the user


SXSW conference… “a media zoo”
• Convergence… “annual buzz word”
• “It's a place where the question is always
„what's next‟ and one has the impression
of meandering hordes traipsing the
streets of Austin searching for answers to
a confusing and ever-evolving media
landscape.”
• Jake Coyle, AP, http://yhoo.it/z0x0Am


THE BACKGROUND
How we got started and where we
are today


Smartphones enabled the revolution…
http://www.pewinternet.org/Infographics/2011/Smartphones.aspx


And tablets are expanding it…


Marketing sector revenue in 2010…
• Channel Change from 2009
• Video/broadband… $127.4B +6.5%
• Cable networks… $51.9B +8.6%
• Broadcast TV… $29.2B +14.0%
• Digital… $23.2B +17.7%
• Newspapers… $18.3B -5.1%
• Magazines… $12.8B -0.8%


Major digital revenue in 2010…
• Company Change from 2009
• Google (w/ YouTube) $9.3B +27.4%
• Yahoo $3.3B -6.2%
• Microsoft family $1.6B +8.2%
• InterActiveCorp $1.2B +20.0%
• Facebook $1.2B +116.1%
• AOL $0.9B -11.5%
• AdAge, October 3, 2011


Today traditional media is online…
Radio Newspaper


And email remains important…


New options keep luring us…


WHAT RESEARCH TELLS
US ABOUT SOCIAL MEDIA
Pew Internet and American Life


Top 10 social media sites, 3/17/12…
http://www.experian.com/hitwise/online-trends-social-media.html

Facebook
YouTube
Twitter
Pinterest
Yahoo Answers
LindedIn
Tagged
Google+
MySpace
Yelp

0 10 20 30 40 50 60 70


Adult activity on social media, all ages…
http://empowered.forrester.com/tool_consumer.html

Inactives

Spectators

Joiners

Collectors

Critics

Creators

0% 10% 20% 30% 40% 50% 60% 70% 80%


Adults in February 2012 report…
http://bit.ly/H7y1nS
• Most adults (85%) are happy with social media
• 64% of online adults use SM
• 18 to 29 years… highest at 87%
• 30 to 49 years… high at 68%
• Older age groups less than 50%
• Over 60% by ethnicity, income, education
• “Black, non-Hispanic” highest at 70%
• “Less than $30,000 household income” highest at 68%
• “Some college” highest at 73%
• 87% have a Facebook profile
• 11% with Twitter profile
• 10% with LinkedIn profile


At least daily use of social media…
• 62% for Teens, 12 -17
• 62% for Millennials, 18 - 34
• 56% for GenEx, 35 - 46
• Less than 50% for everyone else

• Important to remember: Lifespan of a new item
on Facebook, Twitter is very short
• If something is important, post it more than once


FACEBOOK… THE DIGITAL
GIANT WE CAN‟T IGNORE
Marketers fly to Facebook like moths
to a flame… and some get burned


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 broadcast-
style 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”?


Key point about Facebook…
• 901 million members in
April, 2012…
• 526 million daily users…
• Most people who use FB will
never care about your brand


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”


Is Facebook a place for advertising?
• Facebook is like a bar where people go to hang out…
• The best place for advertising?
• FB click through on ads is “well below” industry average
• But FB is huge…
• People spent 18% of their online time on FB in 2011
• Up from 8% in 2010
• More time on FB = less opportunity to engage elsewhere
• FB advertising can be successful just because so many
people spend so much time there that a high click through
rate isn‟t always necessary
• “Why Facebook is becoming the media world‟s black hole,” Simon
Dumenco, 3 October 2011


Burning on the Facebook flame…
• “Eager to monetize the large followings they had built on
Facebook, many large brands set up shop on the social
network for the first time last year (2011).
• J.C. Penny, Gap, Nordstrom…
• “Now many of those Facebook stores are closing.
• “In most cases, retailers have entered the f-commerce market by
importing their online catalogs and making them available for
purchase in a Facebook app. The experience is nearly identical to
shopping on their websites, with two major differences: 1)
Shoppers can complete their entire browsing and checkout
experience without leaving facebook.com; and 2) the Facebook
apps tend to work more slowly.”
• “Why are brands shutting their Facebook stores?” at
http://on.mash.to/wIhTXQ


But Facebook moves people…
• “Facebook has become an important traffic driver
to retailers‟ websites.
• “For instance, 1.9% of traffic to Burberry‟s website in
September 2010 came from Facebook; a year
later, 29.1% of site traffic was from the social
network, Mullen wrote in an email to Mashable.
• “[Burberry is] using the platform to drive traffic at
a fraction of the cost of what it would have to pay
on Google and other search engines. In addition
a significant portion of that traffic and resulting
sales is likely incremental,” she added.”


This combo works for Burberry…


More than one Facebook site?


CONTENT STRATEGY
In a nutshell


The truth is hard to admit…

• Nobody cares
as much about
your 100th
birthday
celebrations as
your “family”
does…


Inside the nutshell…
• 75 percent of the content on your website is
garbage.
• Identify and remove it to thrive in a mobile
world… focus on top tasks
• Example: University of Richmond
eliminated about 50 percent of overall web
content
• About 75 percent of admissions and financial
aid content


Top Tasks… 9 of 60 dominate

Top 25%

26-50%

51-75%


Most important tasks…
• Costs, financial aid available and what
investment return to expect after
graduating.
• Also popular were the details of earning a
degree
• How long to earn a degree and flexible
scheduling were high interest tasks


Topics among the bottom 20 tasks…
• Social media connections
• Info about alumni, presidents, and deans
• School news
• Profiles and connections to current
students


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


Many places for ad $$$…, old & new
http://mediassociates.com/advertising/internet.php#


Forrester on online advertising spend…
• Online grows from 21% of total $$ in 2012 to 35%
in 2016…
• Search… $33 billion but falls from 55% to 44% of total.
• Display… $28 billion or 36%... The big growth sector
• Mobile… $8.2 billion by 2016 or 11%
• Social media… $4.4 billion or 7%
• Email… $2.5 billion or 3%
• Daily deals… fading out as people tire of them
• Forbes magazine report at http://onforb.es/Hm1SYC


Is Facebook a place for advertising?
• The best place for advertising?
• FB click through on ads is “well below” industry average
• But FB is huge…
• People spent 18% of their online time on FB in 2011
• Up from 8% in 2010
• More time on FB = less opportunity to engage elsewhere
• FB advertising can be successful just because so many
people spend so much time there that a high click
through rate isn‟t always necessary
• “Why Facebook is becoming the media world‟s black hole,” Simon
Dumenco, 3 October 2011


Advertising on Facebook…


Sorting the people on FB…


Controlling the cost to experiment…


Of course, track the results…


DIRECT RESPONSE
ADVERTISING ONLINE
Matching programs with ad
placement


Again, targeting is key…
http://www.24mas.com/

• Age
• Gender
• Location
• Behavior
• Time
• Handset
• And more…


Direct response… program ad
matches placement


Leads to a proper landing page…


And a social media connection…


Simple, clean, quick email response…


RETARGETED
ADVERTISING
Creepy to some, successful to others


It might start with a search in May…


REJ on a automobile forum…


REJ on Flyertalk…


REJ on the Washington Post…
http://wapo.st/HfuLaY


July 17… A change in focus to MBA


Retargeting specialists…
http://www.adroll.com/


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


“Online masters degree finance”...


Where will you be among 55 choices?
http://www.elearners.com/online-degrees/master/finance.htm


Selection: 60 bachelor‟s degrees…


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


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


Your preferred contact format?
https://www.scps.nyu.edu/contactUs.htm


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


Even for traditional students…
Creighton University Cedarville University
http://bit.ly/OqbqFY http://www.cedarville.edu/Admissions.aspx


Immediate & continuing response…


BEWARE THE DEVIL‟S
DIGITAL DETAILS…
Bad experiences kill brands


Focused online advertising is good…


But not a w/o a good follow through…
http://bit.ly/HghsZh

• Don‟t drop people into
a regular web page
• Be direct in asking for
a response…
• “If we can help you
decide if this is the right
program for your career
advancement, please do
not hesitate to contact us
at 315-443-3368.”


Content isn‟t king if you can‟t read it…
http://www.bu.edu/ar/2010/research/


Mobile visitors to mobile friendly sites…

Mobile friendly Not mobile friendly


Tablet users have high expectations…
http://bit.ly/HUPxPj (March 2012 research)


That are not being met now…


WHAT TO EXPECT FOR
2015… AND BEYOND
“Big Data,” Speed, Video


(1) “Big data” and marketing…
• Early days in 2012…
• Demand for data analysts will grow… and grow
• May compete for resources with “brand”
advertising to large audiences
• Super Bowl marketing… an example of “brand
awareness”
• Driving 21st century direct response marketing
• Google, Facebook, Amazon… Big Data players


Benefit from the privacy decline…
• Google, Facebook = end of privacy online
• Marketers will know more & more about individuals
online
• Fact: people do not object to ads that interest them
• Opportunity: skip mass advertising, focus lead
generation marketing to people who might have an
interest
• Conversion: with permission to speak, keep the
content relevant to interests of the people receiving it
• Penalty: to much “brand speak” and people will
withdraw permission to speak to them


“Big data”… to tell a “clear story”
http://www.factual.com/ http://www.clearstorydata.com/


(2) Plan for extraordinary speed in 2017…
• “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


A verbal future… no nav, no search
http://www.nuance.com/

• 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”


(3) Best of 30 “2015” predictions… Video
• ”Video is the number one activity marketers plan
to expand in the future, which we see as a
commitment to visual storytelling.
• “The number two area of interest is mobile. That
makes sense given the incredible explosion in the
tablet market.
• “By tablet, I‟m talking about iPads and e-readers.”
• Rebecca Lieb, “Expert Predictions for Content Marketing 2015,”
http://bit.ly/Ht8gxN


Invest in… Social Video
http://bit.ly/Hhybvj
• “Create video content that
taps
into psychological triggers,
which drive people‟s
desire to share that
content with others…
• “…when I watch it, I
immediately think to
myself, “Wow, Grant needs
to see this as well.”
• Mark
Robertson, http://bit.ly/HnVBfp


Humorous works best…
http://jungroup.com/infographic2011/


15 seconds gets best response…


Women are most likely responders…


Video leads to your Facebook page…


Begin w/ a Pinterest video?
Doctors without Frontiers…


CAN YOU IMAGINE THIS?


Still don‟t believe in the “speed thing”?
http://nyti.ms/HhXzkk


2nd best of 30 predictions… “Real time”
• “Real time. It‟s about instant. I see so few content
marketers who truly understand the power of an
instant blog post, an out-of-the-gate video, a fast
update to a website.
• ”In my experience, most content marketers still
have a campaign approach to content marketing.
There‟s nothing wrong with that. It‟s not either or.
But there‟s a big opportunity to take advantage of
what‟s going on right now, this instant.”
• David Meerman Scott, “Expert Predictions for Content Marketing
2015,” http://bit.ly/Ht8gxN


Will you do this in digital tomorrow?
• “I don‟t know how the (display glass) technology would
work, but I only want notifications for things that are
important to me, are intertwined with my life and connect
to my goals and daily business.”
• “Example: I get a call from my university academic adviser
informing me that there is a unique leadership opportunity at John
Hancock Mutual Funds. What I would like to happen then is for the
smart technology to pull up the email in my inbox regarding the
leadership opportunity while pulling up the Facebook page for John
Hancock with more current information. Cross reference all of that
information on both sources with the information from adviser on
the phone to help me pull out the most important information. The
smart tech should run the time and date of the event through my
calendar automatically to see if I am even available during that
time. Etc. etc. etc.”
• “Mzimmer” on a blog comment, April 4, 2012, http://bit.ly/HjHt7F


STRATEGY POINTS FOR
ENROLLMENT SUCCESS…


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


Digital recruitment strategy steps…
• First impression online is critical…
• Top tasks from customer viewpoint
• Kill “marketing speak” content
• Data to craft targeted advertising…
• Simple online inquiry forms help ROI…
• Immediate inquiry response…
• Telephone, email, or texting
• Continuing response unless told to stop…
• New role for video story telling


Content priority… students decide
• Academic program list
• Net cost calculator
• Dates and deadline calendar
• Academic program details
• Application process summary
• Online application form
• Noel-Levitz, Mobile Expectations survey 2012


An underused strategy element…
• Academic program interest of the potential
student for competitive advantage
• 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
• Contact with students and faculty in academic programs
of interest


DIGITAL MARKETING
RESOURCES


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


“I Want Media” daily newsletter…
http://www.iwantmedia.com/index.html


Social Media Examiner…


Academic research sources…
University of Maryland Dartmouth College
http://www.rhsmith.umd.edu/digits/ http://www.tuck.dartmouth.edu/digital/


Integrating digital channels…An example
http://www.sitecore.net/Products/Digital-Marketing-System.aspx


Big data in marketing campaigns…


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

Digital Marketing Strategy

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