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Once upon a time, in a land not so far away, higher education teams would meet once a year to create their annual plan, laying out publications and timelines as their complete and official map forward for the entire season to come. Each year’s map had similar routes and landmarks as the year before, adjusted minutely to allow for unique milestones; as long as the map was read correctly, marketing triumph would inevitably follow.Those days are over. With apologies to traditionalists and cartographers everywhere, we have entered the time of GPS marketing: a constantly-changing, adaptable, digital period where we are more focused on the destination than the path, and where each turn we make has us frequently (if you’ll excuse the phrase) “recalculating.” What have we learned from our past to help us navigate this new way of moving forward? And what are the new rules of the road – the emerging core marketing tactics and principles -- that will help us arrive at our destinations safe, sound, and successful? This presentation explores lessons we can learn from our shared past digital marketing history, examines how higher ed audiences and expectations have evolved, and investigates the distilled core principles and qualities that will be the basis of successful future higher ed digital marketing. Where we’re going, friends, we don’t need roads. We’re going to carve our own paths anew.
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WE DON’T NEED ROADS
Where We’re Going
BRENNAN-BARRYColleen
Digital CommunicationsMonroe Community College
BRENNAN-BARRYColleen
@ColB#psuweb #Roads
THE FUTURE
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THE FUTURE?
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THE FUTURE!
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- Peter Drucker, business & management megastar
“Trying to predict the future is like trying to drive down a country road at night with no lights while looking out the back window.”
The Rearview Mirror: where we’ve been
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The Rearview Mirror: where we’ve been
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Web 1.0the classic
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The Rearview Mirror: where we’ve been
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Web 2.0it’s alive …
& it has friends
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- ReadWriteWeb.com, 2007
“We're well into the current era of the Web, commonly referred to as Web 2.0. Features of this phase of the Web include search, social networks, online media (music, video, etc), content aggregation and syndication (RSS), mashups (APIs), and much more. We’re starting to see more Web excitement from mobile devices (e.g. iPhone) and online television sets.”
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Backseat Drivers:who’s really steering
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Percentage of U.S. population made up by
18 year-old high school graduates:
•1964: 36%•2013: 24%•2050: 21%
(Chronicle of Higher Education)
• High school grads
• High school grads
• Ethnic diversity
• High school grads
• Ethnic diversity• Income gap
“By 2020, the middle class will grow by 2 billion new members, mainly from emerging economies.”
- Forbes.com
• High school grads
• Ethnic diversity• Income gap• Non-traditional
students
“Between 2013 and 2020, college enrollment is projected to increase 5% for 18- to 24-year-olds; 16% for 25- to 34-year-olds; and 17% for students 35 years old and older.”
- National Center for Education Statistics
• High school grads
• Ethnic diversity• Income gap• Non-traditional
students • Demand for
support services
• High school grads
• Ethnic diversity• Income gap• Non-traditional
students • Demand for
support services• Online college
research
“72% of rising high school seniors in 2012 researched their prospective colleges on a social media site.”
- Inigral
• High school grads
• Ethnic diversity• Income gap• Non-traditional
students • Demand for
support services• Online college
research• Influence of
influencers
“92% of consumers trust recommendations from friends and family above all other forms of advertising.”
- Nielsen Research
• High school grads
• Ethnic diversity• Income gap• Non-traditional
students • Demand for
support services• Online college
research• Influence of
influencers • Connectivity
“Among all parents who have a child between the ages of 12-17, 66% say they use a social networking site (in 2013), up from 58% in 2011.”
- Pew Research Center
Consumers
outpace our innovations
Consumers
are in control
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Consumers
define our competition
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Consumers
define our competition
Consumers
expect seamlessness
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Finding a Guide: Five(ish) trends to direct usImage courtesy carnagar.com
- Winston Binch, chief digital officer, Deutsch LA
“Only think a few minutes into the future. The pace of technological and culture change is just too fast.”
i. BETTER LIVING through DATA
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Targeting
Psychographics• Owns 42 pairs of shoes• Foodie• Drinks 2+ shots of
espresso/day• Frequent traveller
Demographics• 30-something• Female• Web goddess• $8 million/year
Managing
& improving
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Personally
connecting
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Responding
turn on a …
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ii. INTERNET EVERYWHERE
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- Gartner, Inc.
In 2013: 0.9 billion devices in the Internet of Things.
CURRENT STATE: More connected devices than people on earth – an average of 3.57/person.
BY 2020: 26 billion devices in the Internet of Things.
1 – 2 -3As easy as
Ambient
smarts
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- Mark Schaefer, Schaefer Marketing Solutions
“What does marketing look like when the Internet surrounds us like the air that we breathe?”
iii. FLUID CONTENT
“Content is not king. It is the kingdom.”
- T J McCue, Forbes MagazineImage courtesy wonderfulengineering.com
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Tell Meabout this
page
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There is no spoon web page, Neo. there is only content.
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let’s play
Cards
the Pinterest effect
Create Once, Publish Everywhere
COPE
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iiib. SIMPLE VISUAL STORYTELLING
- KISSmetrics Customer Intelligence
Posts on Facebook with photos get 53% more likes, 104% more comments and 84% more click-throughs than the average text-based posts.
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design
Heros
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Seeing is believing.we are all fluent in icon.
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iv. A HUMAN TOUCH
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Human + Humanconnection via the web,
not in spite of it.
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Supportnot sales.
- David Hahn, LinkedIn
“The mantra should change from ‘Always Be Closing’ to ‘Always Be Helping.’”
Supportnot sales.
Personalityplayfulness with a purpose
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We all need the
Personal Touch
iv. THE CUSTOMER JOURNEY
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- Jeff Bezos, amazon.com
"In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts."
Re-architecture of the web, away from destinations, towards completely personalized experiences built on an aggregation of many individual pieces of content.
It’s all about the
Cumulative Customer Experience
Customer Experience MarketingImage courtesy angela-megasko.com
Discrete marketing campaigns
<Ongoing conversation throughout the customer journey, expressed via audience-focused content on multiple channels.
IntegrateConnect.Customiz
e.
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Mapping the Futurewhere we’re going next
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Map Your Org
to the customer
journey
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Content First
message, then mode
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Serve Contentthe customer
wants
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Get Agilerespond
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make it
Personal
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be
YOU
- Bill Hunt, Back Azimuth Consulting
“Stop treating digital marketing as a tactic and embrace it as an ecosystem.”
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Thank you.
Colleen Brennan-Barrycbarry@monroecc.edu / @ColB
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