Digital Marketing in Higher Education - 5 Strategic Success Factors
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Digital marketing training for Arco
Digital Marketingin Higher Education
5 success factors
Dr Dave ChaffeyPublisher: SmartInsights.com
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.
About Dave Chaffey
How does this make you feel? Daunted? Confused?
Q. Do you have a defined plan for digital channels?
Q. Do you have a digital plan?
ONE. A strategic approach
Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
TWO. Customer-centred Digital Brand Experiences
Investment in Brand OVP /Youtility
OVP = Online Value Proposition= Brand Adding Value to Audience Help me do my job / live my lifeHelp me develop / learnHelp Make me look goodHelp Entertain Me!Help me Select and Use Products
Using content to drive growth B2B
The Content marketing / engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
Doug Kessler Velocity Partners
THREE. Customer Experience Management
Source: As defined by Forrester in 2011
Do you have a personor team RESPONSIBLE FOR CXM?
Technique: Personas & Customer journey mapping
Source: Boston Consulting Group
See Smart Insights Persona Toolkit: http://bit.ly/smartpersonas
International CRO at ASOS.com
FOUR. Visibility across platforms
How do we drive250,000 visits a month?
1. Search Engine Optimisation (SEO)Based on Content Marketing and Partnerships2. Social media marketing3. Events webinars and offline3. Email marketing4. Paid advertising AdWords5. Paid advertising on social networks, e.g. LinkedIn
We use Google Analytics attribution models to determine which channels drive sales
:Halfords case study
FIVE. Marketing Automation
How advanced are your digital marketing capabilities?
To fuel growth you need to be honest about where you are now.
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