Effective Student Marketing joined forces with Google to present Digital Marketing for Higher Education to a select group of college and university officials in Chicago this week. The attendees included college Provosts, Marketing Officers, Admissions Directors and other academics looking for insight into how they can increase student enrollment through digital marketing. The invitation only event, held at the Loews Hotel, occurred alongside the American Marketing Association’s Symposium for the Marketing of Higher Education and was a collaboration between Google and Google Partner Effective Student Marketing.
Presenting from Google were Account Strategist Jonah Kupperstock and Business Development Manager Jesse Eisman. Director of Search Marketing Nikki Currier spoke on behalf of Effective Student Marketing.
One of the important takeaways from the event was the necessity to consider the entire timeline in a student’s decision-making process. Some 90 percent of students have no idea where they’ll attend when they first begin to consider higher education. Such an open mindset means that schools have a unique opportunity to educate prospects about careers and industries before they begin to talk about their institution or their specific programs.
Another point made was that students only spend about 5 percent of their time online searching. The rest of the time, they’re living their lives. They may be using apps, watching videos or visiting sites that have nothing to do with their education. Nikki stressed that this gave schools a great chance to market to prospects in the earliest stages of their journey. The Google Display Network allows schools to introduce themselves, build their brand and create interest long before a student is ready to convert and enroll.
The presentation also focused on digital’s full out shift to mobile. According to Google’s third quarter report, desktop queries were down 1 percent, while mobile queries were up 37 percent. Being optimized for mobile isn’t just a good idea; it’s the only way to ensure schools reach their target demographic. EDU sites that are optimized for mobile see twice as many page views and 5 times more visits, and those visitors spend 7 times more time on the site.
The event garnered such an overwhelming response that a second presentation had to be added. Additionally, Effective Student Marketing hosted a webinar in December to further provide information and answer questions.