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
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
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 0,13 400 40 3 1 2,50 25 333 1000 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 80-200 per interested 0.10-5 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, 16-17 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
900 800 700 600 500 400 300 200 100 0 All English taught programmes on MastersPortal.eu 2007 2008 2009 2010 2011 Top 10: Netherlands Germany Sweden France Spain Switzerland Belgium Italy Denmark Finland Netherlands Germany # institutions 61 409 # 583.000 2.120.000 # programmes 2500 16018 # programmes in English 1563 759 % masters in English 90-100% 10% # international 44.409 256.719 % international 8% 12% global market share 1.2% 7% 4
Netherlands Germany # inst. on Educations.com 25 27 # masters on Educations.com 357 67 # inst. on MasterStudies.com 30 53 # masters on MasterStudies.com 384 121 # inst. on StudyPortals.eu 47 185 # masters on StudyPortals.eu 905 1567 % German inst. on StudyPortals 77% 45% Netherlands Germany online budget 2011 (Germany 2011 = 100) 510 100 online budget 2009 (Germany 2011 = 100) 43 7 potential budget (Germany 2011 = 100) 663 221 average budget 2011 15.000 746 active # years on StudyPortals 4 2 5
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