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?

Word of mouthFairsAgentNewspaper/Radio/TV AdsOnline marketingOthers?

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How do you recruit students?

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

Welcome to StudyPortals

55 people9 Portals3.500.000+Visits per

month

>40.000 programs

High level Partnerships

>1.500 clients

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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?

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?

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

Optimized website is critical for your success!

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The Funnel Method

Inform Engage Apply / Enrol Web-Visitor Enquiry Applicant/Start

The Funnel Method

1. Optimise

Inflow

2. Optimise Conversion

Inform Engage Apply/Enrol

Inform Engage Apply (Enrol)

The Funnel Method

Web-Visitor Enquiry Applicant (Start)

5%-20% 10-20%

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

THE WORLDS TOP 500 UNIVERSITIESTHROUGH STUDENT EYES

A few basics that will put you ahead of 88% of the worlds top 500 universities

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

World top 500 universities

524 445 38 34,000+

World top 500 universities – in figures

The Research Model

FREE

Global and Institutional Benchmarks

Student eyes rating by region

Student eyes rating by country

Finding relevant information

Response time to student Enquiries

Response time by continent

Key Findings

Growth of Mobile and Tablet Traffic

Evaluate your own website based on the top500 check list

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Exercise

Evaluate your competitor’s website based on the top500 check list.

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Exercise

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?

THANK YOU! Michael Steinmann

StudyPortalsmichael@studyportals.com