The cost-effectiveness of Online Marketing

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Samuel Phelps
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1 The cost-effectiveness of Online Marketing Thijs van Vugt ie&d Solutions BV Online marketing is most cost-effective bigger reach more targeted higher conversion higher measurability 1

2 The Funnel Method All % % % % I know your university I know the details about your offer in my field of interest Applicants Your offer meets my requirements and wishes I have completed your application process I have been accepted and I arrived on campus! The Funnel Method All 2. Optimise Conversion - Successrate - Workload and cost 1. Optimise Inflow - Volume - Quality - Diversity - Cost % % % % 2

process I have been accepted and I arrived on campus! The Funnel Method All 2.

3 The Funnel Method: measurability All Typical conversion rates Largely depend on channel 1-20 % 3-15 % 2-15% 10-40% Typical number of per enrollment: (online campaign) 8,000 0, , The Funnel Method: comparing channels All Workload Agents Fairs SEA & SMA Portals intensive in set-up and management intensive: travel time little little - medium Volume/ Conversion low / high medium / low high / low high / medium medium, as tracking Measurability excellent low-medium done poorly good 500-3,000 per enrolled per interested per aware 4-50 per interested Typical costs student student student student Note Very little financial risk Valuable personal contact Difficult to do as a single Important to select the useful market institute important websites intelligence! large quality differences! Sometimes disputable working methods but valuable local contact Important to be selective and monitor the agents Mainly active in Asia and CHE Conference, January Africa 2012 Should be combined with partner/agent visits Typically only gives access to student groups in large cities Full budget control Worldwide reach targeting possible on good platforms Requires specialist knowledge Most structured, well informed Worldwide reach targeting All materials possible strictly copyright ie&d Solutions BV 3

high medium / low high / low high / medium medium, as tracking Measurability excellent low-medium done poorly good 500-3,000 per enrolled 80-200 per interested 0.

4 All English taught programmes on MastersPortal.eu Top 10: Netherlands Germany Sweden France Spain Switzerland Belgium Italy Denmark Finland Netherlands Germany # institutions # # programmes # programmes in English % masters in English % 10% # international % international 8% 12% global market share 1.2% 7% 4

Finland Netherlands Germany # institutions 61 409 # 583.000 2.120.

5 Netherlands Germany # inst. on Educations.com # masters on Educations.com # inst. on MasterStudies.com # masters on MasterStudies.com # inst. on StudyPortals.eu # masters on StudyPortals.eu % German inst. on StudyPortals 77% 45% Netherlands Germany online budget 2011 (Germany 2011 = 100) online budget 2009 (Germany 2011 = 100) 43 7 potential budget (Germany 2011 = 100) average budget active # years on StudyPortals 4 2 5

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Controlled Promotion for a Global Education Market - The funnel method - EURASHE Annual Conference March 2011. Edwin van Rest

Controlled Promotion for a Global Education Market - The funnel method - EURASHE Annual Conference March 2011 Edwin van Rest Context Context My background: StudyPortals Internationalisation of Higher Education