Universal Technical Institute leveraged TrueView in-stream ads for the first time to drive student enrollment at the school, achieving cost-per-lead cheaper on YouTube than on TV, and enrollment rates 10% higher on YouTube than on display.
" The more things change, the more they stay the same. We updated our 2009 study of adult learner interactive marketing preferences and behavior and found exactly that. Adult learners value email, search engines, and direct mail as preferred sources of college and university information above social media.
Their online behavior matches their words, with 92% using email daily and 78% using search engines daily. Our research indicates little change in communication preferences and online behavior
from 2009 to 2011.
While the focus is often on what channel to use to reach adult learners, our survey respondents indicate that what you have to say is as important as the marketing channels used to deliver your brand message. Interactive marketing may best be defined as a philosophy of intelligent engagement with the audience that is most important to you.
Let’s face it — it is a multi-channel world of communication that will only splinter further as new technologies emerge and mobile communication continues to evolve.
What is needed is a framework to strategically align marketing communication channels to preferences and behavior. Professional, graduate, and continuing education marketers interested in improving performance will focus on choosing objectives that support the student decision process first, investigate channel participation and preferences, validate relevant strategies, identify success metrics, and leverage technologies to enable a well-conceived plan. It is time to be C.I.V.I.L."
The student decision journey has moved online. One in ten prospective students now search exclusively online for classes and programs, a Google and Compete study found. To tap digital opportunities, marketers need to reach students in the right channels — and look beyond traditional enrolment periods — with a constant presence online. And with the number of people using video to research education rising four times in 2012 from just a year earlier, video is more important than ever for setting schools apart.
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