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Digital Marketing in Higher Education - 5 Strategic Success Factors

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Dave Chaffey
Dave Chaffey

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.

Business
1  sur  26
Digital Marketing in Higher Education 5 success factors Dr Dave Chaffey Publisher: SmartInsights.com www.slideshare.net/DaveCh 1 affey
About Dave Chaffey 2
3
4
Q. Do you have a defined plan for digital channels? 5
ONE. A strategic approach 6
7
Strategy: a tale of two airlines Source: Corporate site pages 2012/2013 8
9
TWO. Customer-centred Digital Brand Experiences 10
Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools OVP = Online Value Proposition = Brand Adding Value to Audience  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products Investment in Brand OVP /Youtility http://bit.ly/smartovp 11
12
Using content to drive growth – B2B 13
The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 14
THREE. Customer Experience Management Source: As defined by Forrester in 2011 15
 Vote! Do you have a person or team RESPONSIBLE FOR CXM? 16
Technique: Personas & Customer journey mapping Source: Boston Consulting Group 17 See Smart Insights Persona Toolkit: http://bit.ly/smartpersonas
International CRO at ASOS.com 18
19
FOUR. Visibility across platforms 20
How do we drive 250,000 visits a month?  1. Search Engine Optimisation (SEO)       Based on Content Marketing and Partnerships 2. Social media marketing 3. Events – webinars and offline 3. Email marketing 4. Paid advertising – AdWords 5. Paid advertising on social networks, e.g. LinkedIn  We use Google Analytics attribution models to determine which channels drive sales 21
FIVE. Marketing Automation :Halfords case study 22
23
How advanced are your digital marketing capabilities? 24
25
Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 26

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Digital Marketing in Higher Education - 5 Strategic Success Factors

  • 1. Digital Marketing in Higher Education 5 success factors Dr Dave Chaffey Publisher: SmartInsights.com www.slideshare.net/DaveCh 1 affey
  • 3. 3
  • 4. 4
  • 5. Q. Do you have a defined plan for digital channels? 5
  • 6. ONE. A strategic approach 6
  • 7. 7
  • 8. Strategy: a tale of two airlines Source: Corporate site pages 2012/2013 8
  • 9. 9
  • 10. TWO. Customer-centred Digital Brand Experiences 10
  • 11. Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools OVP = Online Value Proposition = Brand Adding Value to Audience  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products Investment in Brand OVP /Youtility http://bit.ly/smartovp 11
  • 12. 12
  • 13. Using content to drive growth – B2B 13
  • 14. The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 14
  • 15. THREE. Customer Experience Management Source: As defined by Forrester in 2011 15
  • 16.  Vote! Do you have a person or team RESPONSIBLE FOR CXM? 16
  • 17. Technique: Personas & Customer journey mapping Source: Boston Consulting Group 17 See Smart Insights Persona Toolkit: http://bit.ly/smartpersonas
  • 18. International CRO at ASOS.com 18
  • 19. 19
  • 20. FOUR. Visibility across platforms 20
  • 21. How do we drive 250,000 visits a month?  1. Search Engine Optimisation (SEO)       Based on Content Marketing and Partnerships 2. Social media marketing 3. Events – webinars and offline 3. Email marketing 4. Paid advertising – AdWords 5. Paid advertising on social networks, e.g. LinkedIn  We use Google Analytics attribution models to determine which channels drive sales 21
  • 23. 23
  • 24. How advanced are your digital marketing capabilities? 24
  • 25. 25
  • 26. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 26

Notes de l'éditeur

  1. 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.
  2. How does this make you feel? Daunted? Confused?
  3. Q. Do you have a digital plan?
  4. Doug Kessler – Velocity Partners
  5. To fuel growth you need to be honest about where you are now.