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 Steinmann StudyPortals
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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...
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?
?
... 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
?55
Questions?
