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ENGAGING STUDENTS THROUGH DIGITAL CHANNELS Presenters: Global Digital Director, QS Digital Marketing Manager, QS 2
ENGAGING STUDENTS THROUGH DIGITAL CHANNELS Agenda Student Digital Behavioural Trends Digital Channels: Best Practice Tips Why Use Third Parties QS Overview 3
STUDENT DIGITAL BEHAVIOURAL TRENDS 4
STUDENT DIGITAL BEHAVIOURAL TRENDS 17,000 HE institutions worldwide & circa 5 million international students more than doubled from 2.1 million in 2000 9 out of 10 students use internet to research HE institutions and options 71% of surveyed college applicants in the US have accessed university websites from a mobile device 5
STUDENT DIGITAL BEHAVIOURAL TRENDS Over one third of consumers worldwide (more than 2.56 billion people) will have smartphones by 2018 89% of 18-29 year olds are on social media channels It is estimated that there will be around 2.13 billion social network users around the globe in 2016 - up from 1.4 billion in 2012 6
MULTIPLE CHANNEL USAGE 7
SOCIAL MEDIA: DON T FORGET THE LOCAL ONES 8
CONTACTING STUDENTS: BEST METHODS & CHANNELS 9
DIGITAL CHANNELS: BEST PRACTICE TIPS 10
MULTI-CHANNEL MARKETING One channel no longer enough. Students expect to be able to interact with an institution in multiple ways, wherever, whenever, and however they choose. Using a range of different channels enables a much wider reach, making your institution more visible to potential and existing students. Using multi-channel marketing is also cost effective. Targeted, measurable marketing ensures resources are being used more effectively, thus reducing costs. 11
MULTI-CHANNEL MARKETING Reach target global markets effectively through selective use of the most appropriate channels for that region. A Harvard Business Review study showed that the average consumer goes through at least six channels before finally making a decision. Globally, multi-channel digital marketing has increased by 137% & by 500% in brands combining display, mobile, social and video marketing. 12
EMAIL MARKETING TIPS Make it relevant to your target audience Your email represent your institution Choose a catchy but not spammy subject line Include a CTA (but not too many) Make it work on mobile Adapt it to an international audience Test twice, send once! 13
SOCIAL MEDIA MARKETING TIPS Think like a journalist Ask questions and share tips Build up momentum around your campaign Target, target, target Be consistent in your branding Variety will make your message stand out 14
PAY PER CLICK (PPC) MARKETING TIPS Choose your channel based on your market Test, Test, Test! Try different types of campaigns: each one has its on objective Vary copy and images Track results and ROI: optimise and make it effective 15
CONTENT MARKETING TIPS Understand and know your audience Identify your goals Include SEO from the start Show your expertise Choose the right format: Articles, videos, slideshows etc. Strike the readability balance: quantity, paragraph breaks Make it look good: images, layout and responsive design 16
WHY USE THIRD PARTIES? 17
REASONS TO USE AGENCIES OR THIRD PARTIES Resources New digital channels are emerging daily. Third parties, can work on specific objectives and help prioritize which channels to focus on, saving time & resources. Channels Too many channels to cover (Email, SEO, PPC, SEM, Content, Social Media, Webinars, Slideshare, etc.) Third parties provide expertise for each channel. Global Markets You re competing globally & locally. Agencies, with global clients, have experience implementing global & regional social media, email, landing pages & paid campaigns. 18
REASONS TO USE AGENCIES OR THIRD PARTIES Design Responsive websites, images, videos & digitally optimised content. Third parties have resources & experience to guide site development, SEO, UX design & projects. Budget Being accountable for ROI. Agencies use consistent reporting metrics to measure campaigns & work within a timeline & budget that meets your requirements & budget. Research You can t know it all.. third parties need to stay competitive, by conducting research to provide clients with fresh insights & into what s happening in the market. Having the right people with whom to partner & who know your market, is like having access to an already developed team of HE & digital experts. 19
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We are the world s largest global higher education network, helping institutions and students achieve their goals. 21
We Work With +12,000 people in higher education institutions around the world. Just some of the clients we re proud to work with: 22
Like you, we believe EVERYONE HAS POTENTIAL and should be given the opportunity to meet that potential through access to education. We have been creating new ways of providing that access by connecting institutions and potential students FOR OVER 25 YEARS. 23
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Our aim is to INSPIRE FUTURES. We re a team of passionate, international and creative individuals, who together believe we can make a difference. 25
THANK YOU QUESTIONS? www.qsdigitalsolutions.com 26