digital marketing strategy: skills for thriving as the new world continued to emerge
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DIGITAL MARKETING STRATEGY: SKILLS FOR THRIVING AS A NEW
WORLD CONTINUES TO EMERGE©ROBERT E. JOHNSON, PH.D. 2014
Bob Johnson, Ph.D.
AMA Symposium for the Marketing of Higher Education
Austin, TX
November 10 - November 13, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 1
This was real, but silly…http://2d-code.co.uk/qr-code-airplane-banner/
Bob Johnson Consulting, LLC ... @HighEdMarketing 2
Who is Bob Johnson?
• Speciality: online marketing communications
• “Top Task” research partner w/Gerry McGovern
at Customer Carewords, Ltd, Dublin, Ireland.
• 76 higher education clients since 2006.
• “Your Higher Education Marketing Newsletter”…
3,450 subscribers each month.
• @highedmarketing… 6,670+ Twitter followers.
• “Higher Education Marketing” blog.
• Symposium for the Marketing of Higher
Education… chair, 1994 to 2003.
Bob Johnson Consulting, LLC ... @HighEdMarketing 3
A LITTLE BACKGROUND
How we got started and where we
are today
Bob Johnson Consulting, LLC ... @HighEdMarketing 4
Today’s marketing strategy definition…
• “Marketing strategy is a process that can
allow an organization to concentrate its
limited resources on the greatest
opportunities to increase sales and achieve
a sustainable competitive advantage.”
• en.wikipedia.org/wiki/Marketing_strategy
Bob Johnson Consulting, LLC ... @HighEdMarketing 5
Smartphones enabled a revolution…http://bit.ly/TlMtvN
Bob Johnson Consulting, LLC ... @HighEdMarketing 6
Technology keeps moving…http://www.samsung.com/us/experience/smart-tv/
Bob Johnson Consulting, LLC ... @HighEdMarketing 7
New format for admissions interviews?http://www.skype.com/en/download-skype/skype-for-tv/
Bob Johnson Consulting, LLC ... @HighEdMarketing 8
Digital marketing is “Insanely complicated”http://tiny.cc/71a6ew
Bob Johnson Consulting, LLC ... @HighEdMarketing 9
Marketers & “digital” in a 2013 survey…http://www.imediaconnection.com/content/34878.asp
Bob Johnson Consulting, LLC ... @HighEdMarketing 10
Marketing online for…
Brand awareness…
• We want people to know
who we are today so that
tomorrow if they need
what we offer they will
include us in their choice.
• Does not require call to
action and landing page.
• Institution focused (often).
• Clicks on links optional.
Direct response…
• We want people who are
ready (or nearly ready) to
make a purchase to start
today.
• Requires a call to action
and a landing page.
• Academic program focus
• Clicks on links mandatory.
Bob Johnson Consulting, LLC ... @HighEdMarketing 11
6 important strategy points…
#1
• Social media…
• Marketing and PR
can’t control the
message anymore
• Facebook wins by
volume
• YouTube is second
#2
• Mobile…
• People are connected everywhere, all the time
• Easy to share opinions
• Different tasks on different devices?
Bob Johnson Consulting, LLC ... @HighEdMarketing 12
Two more really big things…
#3
• Big Data…
• “Big data” = the
capacity to know
more about people
than ever before
• We can use it for
more precise
advertising
#4
• Engagement
• More people will
“like” and “follow”
than will actively
“engage”
• Not everybody
wants to “engage”
Bob Johnson Consulting, LLC ... @HighEdMarketing 13
And two more…
#5
• New technology
• No need to be first in
everything,
especially if you
don’t know how the
“shiny object” fits in
your marketing plan
• Relax
#6
• ROI
• Difficult to measure
the individual impact
of every step in a
marketing campaign
• But can measure
advertising response
Bob Johnson Consulting, LLC ... @HighEdMarketing 14
IF YOU WANT TO THRIVE
IN DIGITAL MARKETING…
7 Different Points to Remember.
Bob Johnson Consulting, LLC ... @HighEdMarketing 15
EMBRACE “BIG DATA”
Essential to deliver the right message
at the right time to the right people…
Bob Johnson Consulting, LLC ... @HighEdMarketing 16
USE A CRM SYSTEM
Improve your email response
content…
Bob Johnson Consulting, LLC ... @HighEdMarketing 17
BE WARY OF
RESPONSIVE DESIGN
By itself, it is not a solution for web
success in the mobile world…
Bob Johnson Consulting, LLC ... @HighEdMarketing 18
BE SMART ABOUT
CONTENT MARKETING
Understand the limits…
People don’t respond to typical “brand-centric” content.
Bob Johnson Consulting, LLC ... @HighEdMarketing 19
FOCUS ON TOP TASKS
Focus on tasks important to the
people you wish to enroll or donate.
Bob Johnson Consulting, LLC ... @HighEdMarketing 20
RESPOND RAPIDLY
Rapid response tells people you care
about their interest in you.
Bob Johnson Consulting, LLC ... @HighEdMarketing 21
MAKE SURE LANDING
PAGE LINKS WORK
Landing page videos for UCLA and
Northwestern University IMC program
were not working for Fall 2014 ads.
Bob Johnson Consulting, LLC ... @HighEdMarketing 22
AS WE LOOK TO THE
FUTURE…
Bob Johnson Consulting, LLC ... @HighEdMarketing 23
What’s growing & what’s not in 2014…http://bit.ly/1nRSO78
Bob Johnson Consulting, LLC 24
Steady growth in online advertising…http://bit.ly/Xb67ob
Bob Johnson Consulting, LLC 25
Apollo spends $63.5M on search ads…http://bit.ly/1BCqWG4 /
Bob Johnson Consulting, LLC ... @HighEdMarketing 26
Mobile vs. desktop to 2017…http://bit.ly/1lSPfrC
Bob Johnson Consulting, LLC 27
Not yet a mobile spending tsunami…http://bit.ly/1zrSAq3
Bob Johnson Consulting, LLC 28
Challenges for “the next few years…”http://bit.ly/1p6wzqm
Bob Johnson Consulting, LLC ... @HighEdMarketing 29
THE GOOD NEWS…Facebook & Google in constant competition to allow better targeting…
• “Guest Post: Facebook Is Now The Best Ad Targeting Platform Around”… March 2013
• http://bit.ly/17MDYGL
Bob Johnson Consulting, LLC ... @HighEdMarketing 30
Changing formats, improving results…http://adobe.ly/1w2emhJ
Bob Johnson Consulting, LLC ... @HighEdMarketing 31
REASONABLE
EXPECTATIONS FOR
SOCIAL MEDIA
Most popular sites…
Influence vs. websites
Bob Johnson Consulting, LLC ... @HighEdMarketing 32
Social media “experts” often insist…
• “A two-way conversation between marketers and
consumers is the whole point of social…
• “Anything less… is a reflection of outdated broadcast-
style thinking.”
• Consider an alternate reality
• Most people “follow” and “friend” brands to listen, not to
engage in a conversation.
• Numbers do count… the more listening the better.
• Reality makes “ROI” extremely challenging to measure
• What are all those “followers” and “friends” actually doing?
• When will they take a “desired action”?
Bob Johnson Consulting, LLC ... @HighEdMarketing 33
Top 10 social media sites, 10/6/12…http://ex.pn/SV3o84 FB + YouTube = 82.9%
Bob Johnson Consulting, LLC ... @HighEdMarketing 34
Top 10 social media sites, 9/28/13…http://ex.pn/SV3o84 FB + YouTube = 82.0%
Bob Johnson Consulting, LLC ... @HighEdMarketing 35
Top 10 social media sites, 10/11/14…http://ex.pn/SV3o84 FB + YouTube = 78.8%
Bob Johnson Consulting, LLC ... @HighEdMarketing 36
Top social media for college-bound teens…Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 37
How influential is social media?Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 38
2 important points re social media…
• Lifespan of a new item
on Facebook, Twitter is
very short… just a few
minutes.
• Not everyone visits
social media every
day… even teens.
• If something is
important, post it more
than once.
• On more than one day
if timing permits.
Bob Johnson Consulting, LLC ... @HighEdMarketing 39
ADVERTISING IN THE
DIGITAL WORLD Where are the $$$ going now?
Big Data = messages that don’t annoy
Recognition as response key
Bob Johnson Consulting, LLC ... @HighEdMarketing 40
Major players in digital advertising…http://bersondeanstevens.wordpress.com/tag/mobile-advertising/
Bob Johnson Consulting, LLC ... @HighEdMarketing 41
Social media advertising dilemma…
• “Social media is a very personal experience
for most users and it is not clear yet just
how much advertising they will tolerate
from this medium.”• “Mobile social advertising makes quantum leap forward” at
http://bit.ly/16mOktB Mobile Marketer, April 2013
• Big Data = increased ability to target
Bob Johnson Consulting, LLC 42
Where does Big Data come from?http://slidesha.re/15THr6E
Bob Johnson Consulting, LLC ... @HighEdMarketing 43
Big data = Customer intelligence…
• Fact: few people object to ads that interest them
• Opportunity: reduce mass advertising, focus lead generation marketing to people who might have an interest
• Conversion: with permission to speak, keep content relevant to top tasks of people receiving it
• Penalty: to much “brand speak” and people will withdraw permission to speak or just ignore you
• Reward: people will like your brand
Bob Johnson Consulting, LLC ... @HighEdMarketing 44
Yes, teens respond to ads…Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 45
Recognition is the ad response key…Noel-Levitz E-expectations survey, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 46
“Journey to purchase…” http://www.google.com/think/tools/customer-journey-to-online-purchase.html
Bob Johnson Consulting, LLC 47
Elements vary re decision impact…This is “Edu/Gov” category
Bob Johnson Consulting, LLC 48
“Direct” is best for final action…
Bob Johnson Consulting, LLC 49
ADVERTISING…
The Facebook example…
Targeting on a mass media site
Bob Johnson Consulting, LLC ... @HighEdMarketing 50
Facebook is today’s mass media…
• About 1% of people who follow major brands
actively “engage” with them… almost everyone
just listens. That’s OK.
• “People need to understand what Facebook can
do for a brand and what it can’t do. It doesn’t
really differ from mass media. It’s great to get
decent reach, but to change the way people
interact with a brand overnight is just unrealistic.”
• Karen Nelson-Field, (Ehrenberg-Bass Institute,
Australia), based on FB metrics “People Talking About
This”
Bob Johnson Consulting, LLC ... @HighEdMarketing 51
Facebook on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
Bob Johnson Consulting, LLC ... @HighEdMarketing 52
Facebook cut ad options in 2013… http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads
• More Facebook recommendations:
• “Our vision is that over time, an advertiser can come to
Facebook and tell us what they are trying to achieve,
and our ads tools will automatically suggest the right
combination of products to help them achieve it.”
• Goal: easier for non-professionals to plan,
place advertising
Bob Johnson Consulting, LLC ... @HighEdMarketing 53
Pay for FB results 3 ways…https://www.facebook.com/help/614797551881954
• Pay for views
• Pay for clicks
• Pay for actions
• How to budget at
https://www.facebook.com/help/318171828
273417/?ref=u2u
Bob Johnson Consulting, LLC ... @HighEdMarketing 54
Start: Pick a campaign objective…https://www.facebook.com/ads/create/?act=40154125
Bob Johnson Consulting, LLC 55
Create an ad account…
Bob Johnson Consulting, LLC ... @HighEdMarketing 56
Create a profile to see your ad…
Bob Johnson Consulting, LLC ... @HighEdMarketing 57
Set your budget… (you can change)
Bob Johnson Consulting, LLC ... @HighEdMarketing 58
Select the image(s) you’ll use…
Bob Johnson Consulting, LLC ... @HighEdMarketing 59
Desktop only, pay for action only…
Bob Johnson Consulting, LLC ... @HighEdMarketing 60
Newsfeed option also exists…
Bob Johnson Consulting, LLC 61
Define the audience…
Bob Johnson Consulting, LLC 62
Our landing page…http://www.bowdoin.edu/biology/
Bob Johnson Consulting, LLC 63
Track your conversions…https://www.facebook.com/help/435189689870514/
Bob Johnson Consulting, LLC 64
Create a “custom audience”…https://www.facebook.com/business/a/online-sales/custom-audiences
• Conversion ads to move people through the recruitment cycle.• Send ads to potential
students already in your database.
• Upload contact info (email or phone)… FB will match with its current database.
• FB says 40% to 60% match.
Bob Johnson Consulting, LLC ... @HighEdMarketing 65
YOU TUBE + GOOGLE AD
WORDS…
Bob Johnson Consulting, LLC ... @HighEdMarketing 66
Teens & millennials love YouTube…http://www.emarketer.com/Article/Teens-Press-Play-on-YouTube/1010629
Bob Johnson Consulting, LLC ... @HighEdMarketing 67
The “get started” page…http://www.youtube.com/yt/advertise/get-started.html
Bob Johnson Consulting, LLC 68
My CE video to promote…http://www.youtube.com/watch?v=s64B-NNRxTA
Bob Johnson Consulting, LLC 69
Video links to this page…/http://che.engin.umich.edu
Bob Johnson Consulting, LLC 70
After a “Chemical Engineering” search…
Bob Johnson Consulting, LLC 71
Your ad in on this page…https://www.youtube.com/watch?v=iAWLMMZlkq4
Bob Johnson Consulting, LLC 72
Your choice… “In-stream”
Bob Johnson Consulting, LLC 73
Your choice… “In-display”
Bob Johnson Consulting, LLC 74
Your ad works on a specific video…http://bit.ly/1neA2kv
Bob Johnson Consulting, LLC 75
Your ad works on YouTube searches…
Bob Johnson Consulting, LLC 76
Your ad works on Internet searches…
Bob Johnson Consulting, LLC 77
How much to spend?
Bob Johnson Consulting, LLC 78
Select your video…http://www.youtube.com/watch?v=s64B-NNRxTA
Bob Johnson Consulting, LLC 79
Keyword selection…
Keywords in content… Keywords in searches…
Bob Johnson Consulting, LLC 80
Pick the time for your ad to run…
Bob Johnson Consulting, LLC 81
Your AdWords account page…
Bob Johnson Consulting, LLC 82
Attention to campaign results…
Bob Johnson Consulting, LLC 83
DIRECT RESPONSE
DISPLAY ADVERTISING
Focus on specific academic programs…
Place ads in related interest areas
Bob Johnson Consulting, LLC ... @HighEdMarketing 84
Really poor targeting…
Bob Johnson Consulting, LLC 85
Much better targeting…
Bob Johnson Consulting, LLC 86
Leads to a proper landing page…
Bob Johnson Consulting, LLC 87
And a social media connection…
Bob Johnson Consulting, LLC 88
Simple, clean, quick email response…
Bob Johnson Consulting, LLC 89
And ongoing contact…
Bob Johnson Consulting, LLC 90
A professional school’s email ad…October 10, 2014
Bob Johnson Consulting, LLC ... @HighEdMarketing 91
The landing page…http://bit.ly/ZTnVFV
Bob Johnson Consulting, LLC ... @HighEdMarketing 92
Change the opening text…
• Consumers and audiences today face — and help shape — a constant stream of marketing messages over a wide range of media, and the most successful organizations are those that make their marketing campaigns stand out through a deeper understanding of consumer behavior. That's why there is such high demand for graduates of Northwestern University's online Master's in Integrated Marketing Communications (IMC) program. As an IMC student, you'll enter a customer-focused curriculum that teaches you how to extract actionable consumer insights from consumer data analytics to create compelling messages and strategies that grow business. You'll gain a global marketing perspective, grapple with real-world marketing challenges and solve problems using up-to-the-minute, measurable tactics. Leveraging data-driven insight with digital, social and mobile formats along with more traditional ones, you'll experience the deeper understanding of consumer behavior that distinguishes our program. And you'll benefit from Northwestern's world-renowned tradition of excellence in the program that pioneered IMC education, studying with Medill professors who are some of the greatest minds in the industry.
Bob Johnson Consulting, LLC ... @HighEdMarketing 93
To this, or (best) just drop it…
• Consumers and audiences today face — and help shape — a constant stream of marketing messages over a wide range of media, and the most successful organizations are those that make their marketing campaigns stand out through a deeper understanding of consumer behavior. That's why there is such high demand for graduates of Northwestern University's online Master's in Integrated Marketing Communications (IMC) program. • As an IMC student, you'll enter a customer-focused curriculum that teaches
you how to extract actionable consumer insights from consumer data analytics to create compelling messages and strategies that grow business.
• You'll gain a global marketing perspective, grapple with real-world marketing challenges and solve problems using up-to-the-minute, measurable tactics.
• Leveraging data-driven insight with digital, social and mobile formats along with more traditional ones, you'll experience the deeper understanding of consumer behavior that distinguishes our program.
• And you'll benefit from Northwestern's world-renowned tradition of excellence in the program that pioneered IMC education, studying with Medill professors who are some of the greatest minds in the industry.
Bob Johnson Consulting, LLC ... @HighEdMarketing 94
After the inquiry form…
Bob Johnson Consulting, LLC ... @HighEdMarketing 95
The brochure in 8-page PDF format…
First page is OK… Text like this is not OK…
Bob Johnson Consulting, LLC ... @HighEdMarketing 96
Two serious mistakes…
Video did not work… Frou-frou marketing copy…
Bob Johnson Consulting, LLC ... @HighEdMarketing 97
RETARGETED
ADVERTISING
Creepy to some, successful to others
Bob Johnson Consulting, LLC ... @HighEdMarketing 98
The retargeting trail…
Bob Johnson Consulting, LLC 99
An agency asks these 5 questions…http://bit.ly/TjUlOz
• Do you have an online marketing budget of at least a
$1,000 dollars per month?
• Do you have at least a few thousand visitors to your
Website each month?
• Do you sell a product or service with a long
consideration cycle or customer research process?
• Are you concerned with continued branding for your
business online?
• Do you have significant online competitors?
Bob Johnson Consulting, LLC 100
RETARGETING MESSAGE
STRATEGY…
Focus on academic program visited
in response to program-focused
advertising or organic search that
brought people to your website.
Bob Johnson Consulting, LLC 101
Retarget for individual programs…http://onlinemba.neu.edu/
Bob Johnson Consulting, LLC 102
Starting with a search in May 2012…
Bob Johnson Consulting, LLC 103
REJ on a automobile forum…
Bob Johnson Consulting, LLC 104
REJ on Flyertalk…
Bob Johnson Consulting, LLC 105
REJ on the Washington Post…http://wapo.st/HfuLaY
Bob Johnson Consulting, LLC 106
Explore retargeting specialists…http://www.adroll.com/
Bob Johnson Consulting, LLC 107
Watch the videos…
Bob Johnson Consulting, LLC 108
Targeting options…
• Worldwide
• U.S.
• Custom locations
• U.S. zip codes only
• Country
• Region
• Metro or city
Bob Johnson Consulting, LLC 109
And check Google Remarketing…https://support.google.com/adwords/answer/2454000?hl=en
Bob Johnson Consulting, LLC 110
GROUP ADVERTISING
“Lead gen” for more leads at less
cost w/ 3rd party screening
Bob Johnson Consulting, LLC ... @HighEdMarketing 111
“Online masters degree finance”...
Bob Johnson Consulting, LLC 112
89 schools advertising here…http://www.elearners.com/online-degrees/finance/
Bob Johnson Consulting, LLC 113
Schools using the program in fall…
• University of Maryland - College Park
• Northeastern University
• Boston University
• Georgetown University
• Colorado State University – Global Campus
• University of Liverpool
Bob Johnson Consulting, LLC 114
Program info to decide re inquiry…
Bob Johnson Consulting, LLC 115
The inquiry form…
Bob Johnson Consulting, LLC 116
LINKEDIN ADVERTISING…
Best for young professionals in
search of new credentials?
Bob Johnson Consulting, LLC 117
Start here…http://www.linkedin.com/advertising
Bob Johnson Consulting, LLC ... @HighEdMarketing 118
Do you want response or reach?
Bob Johnson Consulting, LLC 119
Response campaign starting page…
Bob Johnson Consulting, LLC 120
Sort the details here…
Bob Johnson Consulting, LLC 121
Select cost and campaign length…
Bob Johnson Consulting, LLC 122
LinkedIn ad example…9:55 A.M. 4/19/2013
Bob Johnson Consulting, LLC 123
After the LinkedIn ad…
The landing page…Immediate inquiry
response…
Bob Johnson Consulting, LLC 124
Continue with email follow-up…
January 13, 2013 February 15, 2014
Bob Johnson Consulting, LLC 125
IN THE (NEAR) FUTURE…
Bob Johnson Consulting, LLC ... @HighEdMarketing 126
Future opportunities & challenges…http://bit.ly/1p6wzqm
Bob Johnson Consulting, LLC ... @HighEdMarketing 127
Extraordinary speed…
• “In 2000, “the first ads we wrote for Oracle were
about 7 seconds. If the consumer was online and
didn’t get the content that they wanted within 7
seconds, they’d be gone.
• “Now 7 seconds is a lifetime.”
• In 2017?
• “If Spotify is fixated with delivering content in under 200
milliseconds now, can you imagine what the competition
will be in 5 years?”
• Lawrence A. Kimmel, CEO, Direct Marketing Association
Bob Johnson Consulting, LLC ... @HighEdMarketing 128
A verbal search future… https://support.google.com/chrome/answer/1331723?hl=en
• In the mobile world, no
need to touch anything
• What words will your
visitors use?
• Must work better than
your “search” works
now
• “Top task” even more
important… know
“Taskwords”
Bob Johnson Consulting, LLC ... @HighEdMarketing 129
More video content…http://www.startstorytelling.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 130
Google glass… still a marketing puzzlehttp://bit.ly/1hRHbVP
For 2012 in New Orleans… For 2013 in Boston…
Bob Johnson Consulting, LLC ... @HighEdMarketing 131
For 2014 in Austin, still a question…http://bit.ly/1sbRbSa
Bob Johnson Consulting, LLC 132
And what might you do with this?
Bob Johnson Consulting, LLC ... @HighEdMarketing 133
WRAPPING UP…
STRATEGY POINTS FOR
SUCCESS
Bob Johnson Consulting, LLC ... @HighEdMarketing 134
Digital strategy steps…
• First impression online is critical…
• Top tasks from customer viewpoint
• Abandon “marketing speak” content
• Big Data to craft targeted advertising
• Simple online inquiry forms boost ROI…
• Immediate inquiry response…
• Telephone, email, or texting
• Continuing response unless told to stop…
• New role for video story telling
Bob Johnson Consulting, LLC ... @HighEdMarketing 135
An underused strategy element…
• Academic program interest of potential
students as the starting place…
• Online advertising for individual programs
• Use academic program interest from first response
• Inquiry, application & finance options from every
academic program page
• Academic content written for students, not faculty and
their friends
• Social media plan for selected programs
• Video stories from students and faculty in academic
programs
Bob Johnson Consulting, LLC ... @HighEdMarketing 136
THANKS FOR BEING
HERE IN AUSTIN!Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing
Bob Johnson Consulting, LLC ... @HighEdMarketing 137
DIGITAL MARKETING
RESOURCES
12 sites and subscriptions to add to
your kit bag.
Bob Johnson Consulting, LLC ... @HighEdMarketing 138
Keep up with current news…http://mashable.com/category/digital-advertising/
Bob Johnson Consulting, LLC 139
Internet advertising resource center…http://bit.ly/1tGQMJr
Bob Johnson Consulting, LLC 140
Industry self-regulation…http://www.aboutads.info/
Bob Johnson Consulting, LLC 141
To watch the legalities…http://1.usa.gov/1oiQJLP
Bob Johnson Consulting, LLC 142
Subscribe to ClickZ Newsletter…http://bit.ly/1uTB27j
Bob Johnson Consulting, LLC 143
Subscribe to Search Engine Watch… http://bit.ly/1m3b33Z
Bob Johnson Consulting, LLC 144
Academic research sources…
University of Marylandhttp://www.rhsmith.umd.edu/digits/
Dartmouth Collegehttp://www.tuck.dartmouth.edu/digital/
Bob Johnson Consulting, LLC ... @HighEdMarketing 145
Ehrenberg-Bass Institute…http://www.marketingscience.info/
Bob Johnson Consulting, LLC ... @HighEdMarketing 146
Data-Driven Marketing Institutehttp://thedma.org/ddmi/
Bob Johnson Consulting, LLC ... @HighEdMarketing 147
Pew Internet research projects…http://www.pewinternet.org/
Bob Johnson Consulting, LLC ... @HighEdMarketing 148
Social media strategy cheat sheet…http://bit.ly/UVq4XC
Bob Johnson Consulting, LLC ... @HighEdMarketing 149
Social Media Examiner…http://www.socialmediaexaminer.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 150
“Secret guide” to CRM selection…http://bit.ly/1xGPtfw
Bob Johnson Consulting, LLC ... @HighEdMarketing 151
EXTRA NOTES ON
ADVERTISING…
Twitter…
“Native” advertising
Bob Johnson Consulting, LLC ... @HighEdMarketing 152
TWITTER ADVERTISING
Open to anyone in the U.S. since
April 2013
Bob Johnson Consulting, LLC ... @HighEdMarketing 153
TWITTER SAYS…“Our system rewards marketers for being good, not for being loud.”• https://blog.twitter.com/2013/announcing-
twitter-ads-api
Bob Johnson Consulting, LLC ... @HighEdMarketing 154
Twitter on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
Bob Johnson Consulting, LLC ... @HighEdMarketing 155
Start here… pay only for followers
https://business.twitter.com/
start-advertisingSelection criteria include…
• Similar user names
• Interests
• Location
• Gender
Bob Johnson Consulting, LLC ... @HighEdMarketing 156
Selections for “Education” & Metro…
Bob Johnson Consulting, LLC ... @HighEdMarketing 157
“Tailored audience” on Twitter…https://blog.twitter.com/2014/new-ways-to-create-and-use-tailored-audiences
• More conversion
opportunities
• Minimum of 5,000
people
• From your CRM
database using email
addresses
• Similar in use to FB
opportunity
• Only pay if people click
on your ad
Bob Johnson Consulting, LLC ... @HighEdMarketing 158
New in 2014… the Website Cardhttp://bit.ly/1v4iQ9h (April 2014)
• Move people to a
specific website
address.
• Appears in newsfeed.
• Combines a tweet, an
image, & a call to
action.
• Again, academic
program content.
Bob Johnson Consulting, LLC ... @HighEdMarketing 159
New in 2014… Lead Generation Cardshttp://bit.ly/1qV4odG (May 2014)
• Tweets expand to
display an ad if a
person hovers over it.
• Captures name, twitter
handle, email.
• Offer is critical to
response.
• Newsletter on
innovations in
architecture.
Bob Johnson Consulting, LLC ... @HighEdMarketing 160
NATIVE ADVERTISING“Paid ads that are so cohesive with the page
content, assimilated into the design, and consistent
with the platform behavior that the viewer simply
feels that they belong.”
Bob Johnson Consulting, LLC ... @HighEdMarketing 161
“The Native Advertising Playbook”…http://www.iab.net/media/file/IABNativeAdvertisingPlaybookFINAL.pdf
• A challenge…• How to integrate ads into
regular content that have
easy-to-see full disclosure
that the content is an ad.
• “Simply put: Regardless of
context, a reasonable
consumer should be able
to distinguish between
what is paid advertising vs.
what is publisher editorial
content.”
Bob Johnson Consulting, LLC ... @HighEdMarketing 162
In-Feed Units…
• Also used by:
• Yahoo
Bob Johnson Consulting, LLC ... @HighEdMarketing 163
Paid search units…
• Also used by
• Bing
• Ask
Bob Johnson Consulting, LLC ... @HighEdMarketing 164
“Recommended for you” widgets…
• Also used by:
• Taboola
• Disqus
• Gravity
Bob Johnson Consulting, LLC ... @HighEdMarketing 165
Promoted listings…
• Also used by:
• Amazon
• Foursquare
Bob Johnson Consulting, LLC ... @HighEdMarketing 166
Evaluating what type to use…
Bob Johnson Consulting, LLC ... @HighEdMarketing 167
Bob Johnson Consulting, LLC ... @HighEdMarketing 168
Bob Johnson Consulting, LLC ... @HighEdMarketing 169
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