top tips for a successful international digital campaign in 2017
TRANSCRIPT
To p t i p s f o r a s u c c e s s f u l i n t e r n a t i o n a l d i g i t a l c a m p a i g n i n 2 0 1 7
Kelvin Ward – Digital Marketing ManagerLaura Le Bon – Marketing Communications Manager Hobsons London, UK | February 2017
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We work with you to transform and future-proof the way you market, acquire, engage, convert and retain students through data-driven decision-making processes.
Hobsons
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Setting KPI’s
Content
Understanding your audience
Segmentation
Innovation
Automation
What we will cover
7 Reporting
8 Summary
1. Setting KPI’s
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Agree objectives upfront
• 95% of leading marketers agree that "to truly matter, marketing analytics' KPIs must be tied to broader business goals.“
• Validity – ‘We have some spare budget and we need to use it or we will lose it’
• Use google analytics goal setting model for digital campaign's
• Agree resource and set campaign governance
2. Understanding your audience
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Gen Z
• Deliver the message fast - Goldfish have longer attention span than Gen Z - 6-8 seconds
• 74% of video value delivered in first 10 seconds
• Build relationships and meaningful interaction – ‘Return on Interaction Model’
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Choose the right channel
• Mobile first
• Video will account for 80% of all internet traffic by 2019
• Keep up with in-country trends
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Dedicated approach
• No.1 market but lack of marketing investment
• Digital landscape moves quickly – WeChat expanding
• Marketing opportunities
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You cannot assume
• That the same marketing approach and keywords are going to be used in each location
• There will be a similar level of popularity for the same marketing approach
• That your base language will be the most popular – think influencers too
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Design for no sound
• 41% of video ads deemed meaningless without sound
• Captioning increases average view time by 12%
• Translate when relevant
3. Segmentation
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International Student Survey and Lead Scoring
• Conduct regular research
• Get feedback from your current international students
• Download the ISS report
• Identify common traits
• Current and emerging markets
• Lead scoring provides better targeting opportunities by helping identify hotter prospects within your database
• Set criteria and assign points
• Results can help identify emerging markets
• Those students with a higher score should be targeted
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Image and short description option
Drag or drop your photograph here
4. Content
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Effective content and A/B testing
1. Subject lines – personalisation, buzzwords, length, punctuation
2. Content – buttons vs links, videos vs no videos, length of communication, paragraphs vs bullet points
3. Best day for sending
4. Dynamic Content
Top Tips:
• Make call to actions clear
• Use P.S. in your communications
• A/B test your subject lines
• Use buttons instead of links
5. Automation
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Nurture Programmes
• Allows you to create conversations with students who would otherwise be disengaged • Responds to student behaviours when a student has performed a desired action within a
template• Keeps the university at the forefront of the students mind• Stops sending communications when they are no longer valid (student has declined offer)• Frees up resource to work on other projects• Increases open and click through rates• Improves conversion
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Nurture Programmes
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Nurture Results
88%
56%
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Self Qualified Potential Unqualified
Conversion MO to Enrolment %
6. Innovation
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Using data to innovate
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Campaign management – use digital tools
• Campaign management – Trello
• SEO – The MozBar extension
• Analytics – In page by Google
• Content - Grammarly.com
7. Reporting
“As we look to the future, the challenges are not so much about acquiring tools as they are about unlocking their full potential—and uncovering useful insights.”
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Make data useful
• Take Inventory
• Organise your data
• Share a story
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Customisation
• Pull Data from Tons of Sources
• Add Pictures, Text and Change Colours
• Share, Share, Share
8. Summary
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Video captions as standard
Agree objectives upfront
Deliver your messages quickly Adopt a new digital tool
Deliver content based on behaviour
Key takeaways
8 Map your data
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Remain Agile – Digital moves quickly5 10
Use feedback polls
Ensure content is market specific
Make data meaningful
