Digital Marketing in Higher Education - 5 Strategic Success Factors

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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 for Digital Marketing.

Transcript of Digital Marketing in Higher Education - 5 Strategic Success Factors

Digital marketing training for Arco

Digital Marketingin Higher Education

5 success factors

Dr Dave ChaffeyPublisher: SmartInsights.com

www.slideshare.net/DaveChaffey

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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.

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About Dave Chaffey

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How does this make you feel? Daunted? Confused?

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Q. Do you have a defined plan for digital channels?

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Q. Do you have a digital plan?

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ONE. A strategic approach

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Strategy: a tale of two airlines

Source: Corporate site pages 2012/2013

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TWO. Customer-centred Digital Brand Experiences

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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

http://bit.ly/smartovp

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Using content to drive growth B2B

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The Content marketing / engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

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Doug Kessler Velocity Partners

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THREE. Customer Experience Management

Source: As defined by Forrester in 2011

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Do you have a personor team RESPONSIBLE FOR CXM?

Vote!

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Technique: Personas & Customer journey mapping

Source: Boston Consulting Group

See Smart Insights Persona Toolkit: http://bit.ly/smartpersonas

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International CRO at ASOS.com

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FOUR. Visibility across platforms

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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

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:Halfords case study

FIVE. Marketing Automation

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How advanced are your digital marketing capabilities?

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To fuel growth you need to be honest about where you are now.

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Lets Connect! Questions & discussion welcomeSmartInsights.com

Blogwww.smartinsights.com/blog

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Email Newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

ww.twitter.com/DaveChaffey

https://plus.google.com/u/0/106251350379622013691

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