A view on how marketing needs to lead as the transformation agent in higher education. By modernizing its processes, platforms and approaches, marketing departments can become the voice of the student (client) throughout the customer journey and demonstrate impact and ROI at each stage: before(prospect), during(student) and after(alum).
3. An overnight success, just 15 years
in the making
• Mobile app economy
• Social Media
• Sharing economy (Uber, Airbnb)
• Inbound marketing (push to pull)
• Lean Manufacturing to Agile Marketing
• Personalization becomes Humanization
• SaaS marketing platforms
3
4. The biggest shift in a generation
From
Information Hoarding
Web Sites/Portals
Management
Email
CRM
Baby Boomers
UI
Data
To
Information Sharing
Integrated Social Sites
Engagement
Collaboration
Communities
Millennials
UX
Actionable Insights
5. Change empowered by Internet growth
5
Mary Meeker – Kleiner Perkins Caufield Byers
http://www.kpcb.com/internet-trends
6. The World Has Gone Mobile
Sources: World Bank, Chetan Sharma
7. A Mobile Mostly Generation
Source: Pew Research (www.pewinternet.org/2013/03/13/teens-and-technology-2013/)
All Cell-Phone
Owners
Teen and Young Adult
Smartphone Owners
Users who go online mostly on mobile devices
8. Mobile Apps trump the Mobile Web
Source: Nielsen (www.nielsen.com/us/en/reports/2013/the-cross-platform-report--a-look-across-screens.html)
11. “The entirety of marketing is in a
perpetual state of disruptive
innovation.”
Why Marketing Software will never be like ERP, 2012
ChiefMarTech – Scott Brinker
12. “Marketing continues to show the most
experimentation and innovation in the use of
technologies of any customer-facing department.
As a consequence, it shows the most movement
of new technology areas into the top 10 each
year.”
What's Hot in CRM Applications in 2015
Gartner
19. Oh, the places you’ll go
Oh, the technology you will need
19
Source - http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
21. Oh the technology you will need…
21
AdTechMarTech
It’s an “AND” not an “OR”…marketers need both
22. 22
“My intention with this graphic is to visually demonstrate four
points:
• Marketing has unquestionably become a technology-
powered discipline.
• The quantity of martech ventures is a barometer of how
much marketing is evolving.
• The marketing technology field is heterogeneous, with a
very broad range of products.
• To thrive in this environment, marketing should steadily
develop its technical talent.”
Scott Brinker – Chief Marketing Technologist Blog, 2015
32. College vs. University
Source: MTCU, 2010-11 Full-time Headcount (FT HC), Eligible for funding. *Excludes nursing, tuition short, part-time students and international students
ineligible for operating funding. **Applied degrees started to be offered in 2002-03.
46. Finding the “Why” for Marketing
• Built dashboards, but
department members didn’t feel
engaged… lacked ownership
• Lacked a communal sense of
purpose like Recruitment…
needed to see themselves
reflected in the business.
• After introduction of CRM,
Marketing change its business
but leads didn’t light the team
on fire.
46
50. E2C - a new Business model: Marketing for
Higher Education
• Complex, long sale
• Buyer education
required
• Multiple touches
• Considered purchase
• High dollar value
• Lots of competition
and alternatives
• Buyer has a team of
influencers.
• Driven by brand
awareness and
reputation
• Personas &
segmentation
• High volume -
60,000 opps/year
Constrained by
public funding
67. Marketing Before & After
Email
Landing
Page
Lead
Management
Web
Behaviour
Analytics
AFTERBEFORE
Manual, batch & blast Automated, fire & forget
Days, design &
deploy
Minutes, templated &
tracked
No scoring,
all Leads equal
Automated assignments,
all Leads prioritized
Generic & slow,
no real visibility
Lead specific, immediate,
actionable
Cost focused Revenue focused
Mary Meeker – Kleiner Perkins Caufield Byers
http://www.kpcb.com/internet-trends
The world has gone mobile. It isn’t about to happen, it isn’t happening now – it’s happened. I’m sure you’re familiar with at least some of these overwhelming numbers. Whether you look at broadband subscriptions…
And these trends aren’t just reflecting people using mobile devices in addition to their other computers. That’s a huge part of it, of course, but the numbers also reflect a dramatic increase in mobile-mostly usage. By “Mobile-Mostly” we mean people who go online mostly on mobile devices rather than desktops or laptops.
21% of all cell-phone owners
50% -- FIFTY PERCENT! – of teen and young adult smartphone users. And if you think about someone like Eric H here, who deals with a pre-college and college audience, that number is very important.
We see similar numbers in other demographic groups, and in certain vertical markets. As of late last year, Groupon saw over half of its transactions happen on mobile devices.
If you’re not reaching your audience on mobile, you’re not really reaching them.
Mobile isn't an optional add-on for engaging your audience. It has to be built into your engagement and nurturing from day one.
And that’s why we’re all here in this room, right? Because we recognize that and are doing our best to respond to it.
Years of experience tells us that where the audience goes, marketing dollars inevitably follow. Your audience has gone mobile; you need to be there with them.
But you can’t necessarily effective engage these mobile users in the same ways that you’ve been reaching users on other devices.
This is only half the battle, AdTech is just as big
how marketing is changing as a result of technology — for an in-depth discussion of this, read my presentation on 5 marketing meta-trends (or peek at the infographic version)
hybrid marketing-technology professionals — one of my classic posts on that is Rise of the Marketing Technologist
new management approaches in marketing such as agile marketing
the marketing technology landscape, the evolving structure of the industry, and why marketing software will never be like ERP
the expanding role of data in marketing, such as how big data will lead to big testing and how data can be a marketing channel itself
interviews with marketing leaders, such as this interview with John Kennedy, VP of Corporate Marketing at IBM
Parts of Algonquin’s martech stack
Changes in educational systems
Blending/overlap of college & university roles
Students & parents looking for value from their investment
Pressure for greater flexibility, seamless pathways
Rising competition locally, regionally, nationally, globally
Calls for increased institutional differentiation
Fiscal pressures
Decreasing government funding
Heavier reliance on tuition fees, student fees, ancillary revenues
Request to be more entrepreneurial, innovative
Interest in moving toward outcomes-based funding model
Changing Demographics
Elementary and secondary school enrolments across Canada
Most demographers predict a gradual decline in postsecondary youth population for next 12-15 years.
It is unclear the extent to which Canada’s low birthrates will be offset by immigration and increasing educational participation rates.
Demographics are changing in a manner that will make it much more challenging for PSE institutions to maintain, let alone grow, current enrolment levels
Note the population levels ‘squeeze in’ at age 20 and younger – refer to green arrows and red circles – this is our key market and it is shrinking
Colleges and good corporate citizens are not the targets
Colleges and good corporate citizens are not the targets
“Bums in seats” => “Feet across the stage”.
Our way out => Technology, all other avenues are constained.
Red ocean (current demographics) vs Blue ocean (new markets) , don’t just grow the pie, make more pies
Borrow from Simon Sinek – Starts with the Why
Great bunch of
people but not engaged
Need pictures
Marketing – 1 of 4 services to sign up for RCM, jumped in with two feet/
Incomplete project data
Looking for a productivity increase and better coordination with clients
Current tools provided collaboration but not completion.
Marketing – 1 of 4 services to sign up for RCM, jumped in with two feet/
Incomplete project data
Looking for a productivity increase and better coordination with clients
Current tools provided collaboration but not completion.
This animated slide is meant to showcase our reliance on “hope” marketing. Previously, we would host a series of independent events and hope that the prospective students we spoke to connected with us. While suitable in a growing market, hope won’t get us as far in an ultra competitive market.
This animated slide is meant to showcase our reliance on “hope” marketing. Previously, we would host a series of independent events and hope that the prospective students we spoke to connected with us. While suitable in a growing market, hope won’t get us as far in an ultra competitive market.
In the past, our lead nurturing has been a set of independent events. Today, we are introducing a steady stream of experiences that work together to inform and engage.
Institutional services – number of leads generated/nurtured
Departmental services – number of projects completed
Infrastructure service/maintenance – system availability
Institutional services – number of leads generated
Departmental services – number of projects completed
Infrastructure service/maintenance – system availability