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Transcript of THE ROLE OF DIGITAL MARKETING A FEW BASICS THAT WILL PUT YOU AHEAD OF 88% OF THE WORLDS TOP 500...
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THE ROLE OF DIGITAL MARKETING
A FEW BASICS THAT WILL PUT YOU AHEAD OF 88% OF THE WORLDS TOP 500 UNIVERSITIES
ICDE SCOP 2014, Bali – Indonesia November 21, 2014
Michael SteinmannStudyPortals
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Why are you here?
?
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... more (international) students?... more diversified student body?... lower cost per enrolled student? ... aware of increasing competition?... personal curiosity?... others?
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Why are you here?
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Word of mouthFairsAgentNewspaper/Radio/TV AdsOnline marketingOthers?
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How do you recruit students?
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Welcome to StudyPortals
7 years of experience55 people9 Portals
3.500.000+Visits per
month
>40.000 programs
High level Partnerships
40Countries
>1.500 clients
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Welcome to StudyPortals
55 people9 Portals3.500.000+Visits per
month
>40.000 programs
High level Partnerships
>1.500 clients
![Page 8: THE ROLE OF DIGITAL MARKETING A FEW BASICS THAT WILL PUT YOU AHEAD OF 88% OF THE WORLDS TOP 500 UNIVERSITIES ICDE SCOP 2014, Bali – Indonesia November.](https://reader035.fdocuments.in/reader035/viewer/2022062408/56649e3c5503460f94b2e47c/html5/thumbnails/8.jpg)
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3.5 million visits per month
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The New Rules Of The Game
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Booking your holiday
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Live without INTERNET?
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NO! >50% of students
could NOT LIVE without
Survey: Cisco, 2011
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Live without INTERNET?
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How important is WWW?
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Survey: Cisco, 201114
32% indicated Internet is as important as Water, Food,
Air and Shelter
How important is WWW?
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For Study Choice?
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For you?
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Today’s Challenges
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Advantages of online marketing
Low Overhead Global Reach Scalable
Measurable Low Effort Budget Control
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Forms of online marketing
...
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Your starting point …
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. . . Your official WEBSITE
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From first contact to enrolment
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Main aims of your website
Inform Engage Apply/Enrol
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Optimized website is critical for your success!
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The Funnel Method
Inform Engage Apply / Enrol Web-Visitor Enquiry Applicant/Start
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The Funnel Method
1. Optimise
Inflow
2. Optimise Conversion
Inform Engage Apply/Enrol
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Inform Engage Apply (Enrol)
The Funnel Method
Web-Visitor Enquiry Applicant (Start)
5%-20% 10-20%
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Your Website critical for successMain aims: inform, engage, apply/enrolIdentify (and follow-up) on your visitorsKeep the balance: provide information, trigger
further interest
Simple formular for success – optimize inflow, and conversions
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Recap
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Some practical examples
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Overall aim of any online marketing activities
Getting more students!
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Take a look at your website and evaluate:Are we providing the right information?Do we make it easy for students to reach out?
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Exercise 1
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THE WORLDS TOP 500 UNIVERSITIESTHROUGH STUDENT EYES
A few basics that will put you ahead of 88% of the worlds top 500 universities
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Mystery shopping research Joint study by StudyPortals and British Council Ambition: Create a global benchmark through student eyes Objective: help both students and universities
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Methodology
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World top 500 universities
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524 445 38 34,000+
World top 500 universities – in figures
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The Research Model
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FREE
Global and Institutional Benchmarks
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Student eyes rating by region
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Student eyes rating by country
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Finding relevant information
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Response time to student Enquiries
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Response time by continent
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Key Findings
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Growth of Mobile and Tablet Traffic
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Evaluate your own website based on the top500 check list
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Exercise
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Evaluate your competitor’s website based on the top500 check list.
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Exercise
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Online marketing is no rocket science Your website is critical for your success Be ahead of 89% of the world’s top500 universities Mystery shop yourself Keep learning and improving
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Take home messages
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Questions?