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THE ROLE OF DIGITAL MARKETING A FEW BASICS THAT WILL PUT YOU AHEAD OF 88% OF THE WORLDS TOP 500 UNIVERSITIES ICDE SCOP 2014, Bali – Indonesia November 21, 2014 Michael Steinmann StudyPortals
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2 Why are you here? ?
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... more (international) students? ... more diversified student body? ... lower cost per enrolled student? ... aware of increasing competition? ... personal curiosity? ... others? 3 Why are you here?
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Word of mouth Fairs Agent Newspaper/Radio/TV Ads Online marketing Others? 4 How do you recruit students?
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Welcome to StudyPortals 7 years of experience 55 people9 Portals 3.500.000+ Visits per month >40.000 programs High level Partnerships 40 Countries >1.500 clients
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Welcome to StudyPortals 55 people9 Portals 3.500.000+ Visits per month >40.000 programs High level Partnerships >1.500 clients
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8 3.5 million visits per month
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9 The New Rules Of The Game
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10 Booking your holiday
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11 Live without INTERNET?
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NO! > 50% of students could NOT LIVE without Survey: Cisco, 2011 12 Live without INTERNET?
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13 How important is WWW?
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Survey: Cisco, 2011 14 32% indicated Internet is as important as Water, Food, Air and Shelter How important is WWW?
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15 For Study Choice?
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19 For you?
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20 Today’s Challenges
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21 Advantages of online marketing Low Overhead Global Reach Scalable Measurable Low Effort Budget Control
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22 Forms of online marketing...
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23 Your starting point …
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24... Your official WEBSITE
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25 From first contact to enrolment
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26 Main aims of your website Inform Engage Apply/Enrol
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Optimized website is critical for your success! 27 The Funnel Method Inform Engage Apply / Enrol Web-Visitor Enquiry Applicant/Start
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The Funnel Method 1. Optimise Inflow 2. Optimise Conversion Inform Engage Apply/Enrol
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Inform Engage Apply (Enrol) The Funnel Method Web-Visitor Enquiry Applicant (Start) 5%-20%10-20%
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Your Website critical for success Main aims: inform, engage, apply/enrol Identify (and follow-up) on your visitors Keep the balance: provide information, trigger further interest Simple formular for success – optimize inflow, and conversions 30 Recap
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31 Some practical examples
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Overall aim of any online marketing activities Getting more students! 35
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Take a look at your website and evaluate: Are we providing the right information? Do we make it easy for students to reach out? 38 Exercise 1
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THE WORLDS TOP 500 UNIVERSITIES THROUGH STUDENT EYES A few basics that will put you ahead of 88% of the worlds top 500 universities
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Mystery shopping research Joint study by StudyPortals and British Council Ambition: Create a global benchmark through student eyes Objective: help both students and universities 40 Methodology
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World top 500 universities
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524 445 38 34,000+ World top 500 universities – in figures
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The Research Model
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FREE Global and Institutional Benchmarks
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Student eyes rating by region
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Student eyes rating by country
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Finding relevant information
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Response time to student Enquiries
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Response time by continent
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Key Findings
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Growth of Mobile and Tablet Traffic
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Evaluate your own website based on the top500 check list 52 Exercise
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Evaluate your competitor’s website based on the top500 check list. 53 Exercise
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Online marketing is no rocket science Your website is critical for your success Be ahead of 89% of the world’s top500 universities Mystery shop yourself Keep learning and improving 54 Take home messages
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? 55 Questions?
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THANK YOU! Michael Steinmann StudyPortals michael@studyportals.com
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