ABCs of Digital Marketing for Higher Education
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The ABC’s of Digital Marketing Execution for Higher Education Marilyn Cox Marketing Principal, Oracle Marketing Cloud Industry Solutions
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18-Oct-2014 -
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For many higher education institutions, students and alumni represent a wide diversity of backgrounds and interests. Those differences are clearly reflected in what information they consume and how they respond to communications. While the established institutions with brand and name recognition are experiencing an unprecedented spike in applications, the relatively unknown local colleges and universities are still struggling to establish their mark, attract students, and ultimately prove that a degree from their establishment holds weight in a challenged economy. Higher education marketers are challenged to build a loyal student and alumni base, increase revenues to the institution, and measure individual campaigns and their impact. These very same schools face additional challenges in media too. Traditional methods of advertising such as print, television, and radio are expensive and difficult to measure. The solution is an aggressive yet holistic inbound and outbound digital communication strategy. To develop an authentic 1:1 relationship with students and alumni requires a steady stream of personalized messages and content that nurture while cultivating long-term engagement and loyalty. Higher education marketers must replace the methods of the past and begin the journey to Modern Marketing where technology and expertise deliver the power they need to succeed.
Transcript of ABCs of Digital Marketing for Higher Education
The ABC’s of Digital Marketing Execution for Higher EducationMarilyn CoxMarketing Principal, Oracle Marketing Cloud Industry Solutions
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About Me
Marilyn Cox
Marketing Principal – Oracle Marketing Cloud Industry Solutions
@MarilynECox
Eloqua User for 6 years
If I couldn’t be a Modern
Marketer, I would be a professional wrestler with the WWE
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YOU DO WHAT?
HISTORY
EVOLUTION
PSYCHOLOGY
COMMUNICATIONS
STATISTICS
Syllabus
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Safe Harbor Statement
The following is intended to outline our general product direction. It
is intended for information purposes only, and may not be
incorporated into any contract. It is not a commitment to deliver any
material, code, or functionality, and should not be relied upon in
making purchasing decisions. The development, release, and timing
of any features or functionality described for Oracle’s products
remains at the sole discretion of Oracle.
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About Oracle Marketing Cloud Industry Solutions
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About Oracle Marketing Cloud Industry Solutions
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RESEARCHBOOKS DIGITAL
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TOURSIN PERSON VIRTUAL
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SPHERE OF INFLUENCEIMMEDIATE CIRCLE EXTENDED SOCIAL
NETWORK
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APPLICATION PROCESSPAPER ELECTRONIC
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STUDENT ENGAGEMENTFEET ON THE STREET DIGITAL
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PRESSURE TO DEMONSTRATE RESULTS
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PRESSURE TO SEGMENT
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LOYALTY THROUGH ENGAGEMENT
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CONTENT WITH SENTIMENT
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CONTENT CREATED BY STUDENTS
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RECRUITMENT THROUGH NURTURING
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ENGAGEMENT VIA TWITTER
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INSTAGRAM AND VINE
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THE POWER OF VIDEO
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PUBLISH WHAT THEY WANT
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THEY DO IT
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FINAL TAKEAWAYS
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SEGMENT AND TARGET
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CROWDSOURCE
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CAPTURE DIGITAL ENGAGEMENT
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AUTOMATE
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UNIFY TACTICS
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QUESTIONS?
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• Marilyn Cox
• Marketing Principal – Oracle Marketing Cloud Industry Solutions
• @MarilynECox
Come visit us at the CRM - Cloud Sales, Marketing,
Service & Social Demo Station in Oracle’s Exhibit, #310.
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Presentations from previous meetings are also available
This presentation and all Alliance 2014 presentations are available
for download from the Conference site at
www.alliance-conference.com
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