“Thanks to mobile, micro-moments can happen anytime, anywhere. In those moments, consumers expect brands to address their needs with real-time relevance.” Google challenges digital marketers to identify these moments for their unique mobile visitors and ensure that these consumers can achieve both their goals and yours.
As we dive into a new year, we recognize that higher ed marketers face huge challenges as well as huge opportunities to expand the reach of their brands and drive enrollment. But the wisest marketers know how to prioritize, influence, and advocate for marketing, based on where they see the opportunity to create the most value for their universities.
As we plan for 2019, here are the digital marketing priorities for leaders in higher education digital marketing and CMOs this year.
Due to its flexibility, scalability, and ease of implementation, Drupal has long been the preferred CMS platform for higher education.
With personalization becoming an increasingly desirable feature in the marketing toolkit, more and more institutions are looking for ways to incorporate it into their existing Drupal sites – or to put it front and center for new Drupal projects.
Today, organic search is the no. 1 driver of website traffic, particularly in higher education (and healthcare.) Google dominates all search engines, and search is now a critical element of your visitors’ journeys.
Every organization must invest in ways to improve in their organic search health to not only stay competitive, but to ensure that their audiences can access the web content most relevant to them and when they need it most.
Google recently announced a new feature that will significantly impact the user journeys of your website visitors. And with 49% of higher education website traffic coming from organic search this new feature may disrupt what we know to be our prospective student journeys.
The European Union’s General Data Protection Regulation (GDPR) will go into effect on May 25, 2018.
Back in November, Forrester Research predicted that 80% of firms that are impacted by GDPR will not be ready to comply by May 2018. And as of February, only 26% of firms based in Europe said they were compliant.
Personalization is the next tactic in your marketing toolkit, giving you the keys to make one-to-one marketing a reality for higher education. Many marketers are intrigued by the possibility of personalization, but wary of the content demands. But, marketers shouldn't be intimidated. If organizations have a good content strategy with solid content assets, personalization is all about leveraging and reusing these assets.
As marketers, our goal is to build trust with our constituents, and through that, develop a two-way, one-to-one relationship based on loyalty. We need to provide value to our constituents, so that they become our loyal advocates. But to do so, we need to know and understand them — with data at the source of this knowledge.
As the marketing technology stack evolves, we have access to more data than ever, and thus more insight into our audiences and their behavior. You have the keys to unlock the future of data fluency in your team and in your organization. But the volume of this data can be overwhelming, as well as the sheer number of metrics available, that seem to be invented daily.
So where should you start? At the core of our entire suite of marketing efforts along the consumer decision journey is your website. So let's start there.