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Digital
Marketing
in Higher
Education
5 success factors
Dr Dave Chaffey
Publisher:
SmartInsights.com
www.slideshare.net/Da...
About Dave Chaffey

2
3
4
Q. Do you have a defined plan for
digital channels?
5
ONE. A strategic approach
6
7
Strategy: a tale of two airlines

Source: Corporate site pages 2012/2013
8
9
TWO. Customer-centred Digital Brand Experiences
10
Audience use of
digital and social
media > Personas

Commercial goals >
Customer
engagement
> OVP
> Marketing Mix

Branded...
12
Using content to drive growth – B2B

13
The Content marketing /
engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
14
THREE. Customer Experience Management
Source: As defined by Forrester in 2011
15


Vote!

Do you have a person
or team RESPONSIBLE
FOR CXM?

16
Technique: Personas &
Customer journey mapping

Source: Boston Consulting Group
17

See Smart Insights Persona Toolkit: ht...
International CRO at ASOS.com

18
19
FOUR. Visibility across platforms
20
How do we drive
250,000 visits a month?
 1. Search Engine Optimisation (SEO)








Based on Content Marketing and...
FIVE. Marketing Automation
:Halfords case study

22
23
How advanced are your digital
marketing capabilities?

24
25
Let’s Connect!
Questions & discussion welcome
SmartInsights.com

uk.linkedin.com/in/davechaffey

 Blog
www.smartinsights....
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Digital Marketing in Higher Education - 5 Strategic Success Factors

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This short, 15 min keynote to the Association of Business Schools uses examples from outside the Higher Education sector to highlight 5 key strategic success factors for Digital Marketing.

Veröffentlicht in: Business
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Digital Marketing in Higher Education - 5 Strategic Success Factors

  1. 1. Digital Marketing in Higher Education 5 success factors Dr Dave Chaffey Publisher: SmartInsights.com www.slideshare.net/DaveCh 1 affey
  2. 2. About Dave Chaffey 2
  3. 3. 3
  4. 4. 4
  5. 5. Q. Do you have a defined plan for digital channels? 5
  6. 6. ONE. A strategic approach 6
  7. 7. 7
  8. 8. Strategy: a tale of two airlines Source: Corporate site pages 2012/2013 8
  9. 9. 9
  10. 10. TWO. Customer-centred Digital Brand Experiences 10
  11. 11. Audience use of digital and social media > Personas Commercial goals > Customer engagement > OVP > Marketing Mix Branded Content Marketing Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools OVP = Online Value Proposition = Brand Adding Value to Audience  Help me do my job / live my life  Help me develop / learn  Help Make me look good  Help Entertain Me!  Help me Select and Use Products Investment in Brand OVP /Youtility http://bit.ly/smartovp 11
  12. 12. 12
  13. 13. Using content to drive growth – B2B 13
  14. 14. The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 14
  15. 15. THREE. Customer Experience Management Source: As defined by Forrester in 2011 15
  16. 16.  Vote! Do you have a person or team RESPONSIBLE FOR CXM? 16
  17. 17. Technique: Personas & Customer journey mapping Source: Boston Consulting Group 17 See Smart Insights Persona Toolkit: http://bit.ly/smartpersonas
  18. 18. International CRO at ASOS.com 18
  19. 19. 19
  20. 20. FOUR. Visibility across platforms 20
  21. 21. How do we drive 250,000 visits a month?  1. Search Engine Optimisation (SEO)       Based on Content Marketing and Partnerships 2. Social media marketing 3. Events – webinars and offline 3. Email marketing 4. Paid advertising – AdWords 5. Paid advertising on social networks, e.g. LinkedIn  We use Google Analytics attribution models to determine which channels drive sales 21
  22. 22. FIVE. Marketing Automation :Halfords case study 22
  23. 23. 23
  24. 24. How advanced are your digital marketing capabilities? 24
  25. 25. 25
  26. 26. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 26

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