Market Your Digital Marketing
We have all been there. In years past, you developed broad based marketing plans for your institution, rooted in traditional media and presented them to your leadership. Then beyond reaching your student prospects, many of your internal stakeholders also were exposed to the messaging. They heard the radio spot, drove by the billboard, saw the print ad or watched the TV spot on the scoreboard. While these plans were strong on broad exposure, they were light on hyper-targeting and deficient in delivering metrics to determine their effectiveness.
Digital has changed the landscape of marketing with a suite of channels that are highly targeted and highly measurable against your specific target and agreed to key performance indicators that can be tracked regularly though dashboards. That’s a huge upside.
The downside is because digital marketing is so hyper-targeted, your internal stakeholders likely may not be exposed to the messaging since they are not the targets. Rather, you will need to give updates on the campaign’s performance at regular intervals. While digital marketing may seem less reassuring to them because they don’t see the campaign in market, it can often better support strategic goals and optimize every dollar spent–precisely reaching your student prospects with minimal spillover.
In fact, the AMA Symposium for the Marketing of Higher Education recently conducted several breakout sessions focusing on the success of digital marketing to deliver student prospect acquisition. A key value is the ability to monitor programs with monthly dashboards and to test creative in real time, leading to the most optimal messages.
So, with your digital plans, it’s really vital to market your marketing to your internal stakeholders. Here are the 5 things to keep in mind:
- You can’t expect to review digital marketing as you would a billboard or print ad –The profile is totally different
- Since it’s hyper-targeted, your senior leaders could search for it and still not see it
- Traditional plans have a role but it’s not acquisition, rather it’s broad awareness, reputation among broad targets or launching a new building location
- Digital marketing is also good for marketing awareness and reputation but also has the advantages of:
- Specifically targeting messages
- Getting more impressions for your money and they are more targeted
- Paying by impression or click – So you only pay for the people who view/click, unlike traditional where you pay for estimated reach over a period of time
- Gathering robust reporting and analytics
- Allowing for real time creative testing and optimization
- Getting optimal reach for modest budgets
Digital marketing has finally opened the door to seeking qualified prospects during online engagements that will have strong impact and motivate measurable action. We welcome your experiences with moving away from and emphasis on traditional marketing plans to digital efforts with strategic traditional integration and how you were able to assure your leadership of the value of the shift.
Check out these statistics to further help you market your digital marketing: