To attract and engage students, universities and colleges must focus on broader youth marketing trends. By taking inspiration from the most successful consumer youth brands, institutions will be able to ensure that they understand the motivations, habits, lives and behaviours of this audience. By embracing these perspectives, institutions will be able to optimise online student marketing strategies through innovative and groundbreaking campaigns, increasing conversions as a result.
The Annual Summit for Digital Innovation in Education 2019 welcomed speakers from Stripe Partners, Google, Facebook, L'Oreal, the International School of Management and JCDecaux.
2. What is the most
in the world?
#ASDIE18
VALUABLE BRAND
3. #ASDIE18
Rank
2018
Rank
change
Category Brand
Country of
Origin
Brand Value
2018 ($mil)
Brand Value
2018 ($mil)
% Brand Value
Change 18 vs 17
1 0 Technology Google US 302,063 245,581 23%
2 0 Technology Apple US 300,595 234,671 28%
3 1 Retail Amazon US 207,594 139,286 49%
4 -1 Technology Microsoft US 200,987 143,222 40%
5 3 Technology Tencent China 178,990 108,292 65%
6 -1 Technology Facebook US 162,106 129,800 25%
7 0 Payments Visa US 145,611 110,999 31%
8 2 Fast Food McDonald’s US 126,044 97.723 29%
9 5 Retail Alibaba China 113,401 59,127 92%
10 -4 Telecom Providers AT&T US 106,698 115,112 -7%
11 -2 Technology IBM US 96,269 102,088 -6%
12 -1 Telecom Providers Verizon US 84,897 89,279 -5%
13 -1 Tobacco Marlboro US 81,914 87,519 -6%
14 -1 Soft Drinks Coca-Cola US 79,964 78,142 2%
15 5 Payments Mastercard US 70,872 49,928 42%
16 0 Logistics UPS US 60,412 58,275 4%
17 4 Technology SAP Germany 55,366 45,194 23%
18 -3 Regional Banks Wells Fargo US 54,952 58,424 -6%
19 -1 Entertainment Disney US 53,833 52,040 3%
20 4 Retail The Home Depot US 47,229 40,327 17%
the top 100 (2018)
4. Over the past 12 years, China’s overall brand value has
grown by a whopping 1,444%. By comparison, the US
has grown by 239%, Continental Europe by 37% and
the UK by just 26%.
#ASDIE18
“This is because Chinese giants like Tencent and Alibaba
– similar to US brands like Amazon and Tesla – are
taking a long-term view when it comes to profit and
development, which is very different to the traditional
European and North American view of fast moving
consumer goods, which are forced by financial pressures
to report every three months, leading to shorter-term
thinking.”
5. China: 7, is here. Taiwan: Exactly is 7
Hong Kong: This is exactly
Iphone 7.
Marketing blunders happen when international companies fail to
consider the translation of new slogans in other languages.
#ASDIE18
13. 13
What we do
Pathfinding Innovation Strategy
Exploratory research to
identify opportunities
Driving product and
experience innovation
Building marketing and brand
strategy
14. 14
What our clients say about our results
“
“
The Stripe Partners
team has the
exceptional ability to
combine the art of
consumer
understanding with
the science of a
strategic approach to
business
This is literally the best
material I have seen in
the business for years.
Great work on a
deceptively hard
problem
“
“
“
“
Experiencing the
Stripe Partners
approach has made
me re-think the way I
run my brand
I was blown away by the level of
engagement and passion exhibited by the
Stripe team. They were thoughtful and
extraordinarily well-prepared at each step
along the way
“
“
“
Best in class ethnographic experience I
have had over 12 years of marketing
research
“ “
15. 15
Technology shapes us, and we shape technology – it’s about a relationship
I’m an anthropologist fascinated by technology and culture
16. 16
We use ‘thick’ or small data to build business strategies that resonate with people
Our research shapes tech products, services and experiences
Exploring digital detoxing at a “Device Free Morning Rave” – San Francisco
17. 17
If we’re going to generalise – let’s go large!
Let’s talk about humans not repeat bland generalizations about Gen Z and Millennials
18. 18
Our tools are different but our underlying motivations and drivers are not much changed
This talk touches on the fundamentals of humans and tech
19. 19
From cave painting to mixed reality technology we use digital tools in four key ways…
We express our humanity through digital
Connecting to family and friends Have Dreams
Tell stories Belong to Something Bigger
20. 20
When we understand what makes us human we design
delightful technology experiences
21. 21
But technology is changing and making our relationship with
it more complex
FROM
Static & subservient tools
TO
Active, intelligent and data
hungry machines
22. 22
Marketing leaves people dealing with lots of communication debris
…and you’re a noisy bunch and there’s often little signal
25. 25
Our brains are designed to process social information, we use tech to share it
We are wired to be social
26. 26
Facebook is a ‘phone book’, Snap is a ‘phone’
Social apps as phone books Social apps as phones
People swing between two scales of social networks
Ben Thompson – Stratechery: “Facebook, Phones, and Phonebooks”
April 2016
27. 27
We’re seeing a shift from feed to message
“Scroll through to see
what’s happening....”
Tina, 25
“[Snapchat is] for
communicating with
people”
Colin, 15
Low signal
to noise
ratio
High Signal
to noise
ratio
FEED MESSAGE
Public
Community
News
Catching up
Private
Group
Paging
Contacting
29. 29
Our success depends on stories
The real difference between us and chimpanzees is the mysterious glue that enables millions of humans to
cooperate effectively.
This mysterious glue is made of stories, not genes.
– Yuval Harai
30. 30
It’s giving people a way to add multiple layers of rich meaning to an image
Our ability to communicate has become superpowered by AR
33. 33
Belong to something bigger needs to be done from the bedroom
Transcendence needs to be easy
If I have to get up, or can’t do it with one
thumb that’s not really going to appeal to me
– Jay, 22
35. 35
Younger people are trying to square a circle: have fun and be successful.
Pursuing dreams requires us to straddle the different worlds
Play, Laughter, Sociality, Experiences Work, Routine, Solitude, Concentration
36. 36
In the age of distraction the laptop is the place where things
get done
“I love my laptop…I do all my heavy lifting
on it - research, work, emails”
- Nicola, 20
37. 37
The phone is seen as a device that’s unproductive and a barrier to getting things done
Often it’s about taking back control
“The Smartphone is an embodiment of all human knowledge that we choose to play
CandyCrush on…I’ll be on it, and at the end of the day I feel I got nothing out of it”
Javier, 22
38. This is a tale about stories, creativity and communication but also of
control
38
53. Proprietary + ConfidentialSource: Google Data, US, Jan - June 2015 vs. Jan - June 2017. Top 500 "best" search terms
80%
Over the past 2 years,
searches for the term
'best' grew over
on mobile
54. Proprietary + ConfidentialSource: Google Data, US, Jan - Jun 2015 vs. Jan - Jun 2017.
+100%
best toothbrushes
+100%
best shower curtains
+150%
best umbrellas
+300%
best travel pillow
+110%
best olive oil
56. Proprietary + ConfidentialSource: Google Data, US, Jan - June 2015 vs. Jan - June 2017
150%
There was more than a
growth on mobile in
searches ending with
"______ to avoid" in the
past 2 years
58. Proprietary + Confidential
increase in mobile
searches for
“where to buy (product)”
85%
Source: Google Data, US, Jan - June 2017 vs. Jan - June 2015.
More than
59. Proprietary + ConfidentialSource: Google Data Jan - June 2017 vs. Jan - Jun 2016. US
160%since 2015
Searches for
'what's the weather
today?' are up
61. Proprietary + Confidential
53%of visits are abandoned
if a mobile site takes
longer than 3 secs to load
Source: Google Data, Global, March 2016.
62. Aug 2017
Aug 2016
Aug 2015
Aug 2014
Source: Google Trends
YoY growth of UK local searches for
retailers ‘near me’ from 2016 to 2017
66%
63. Proprietary + Confidential
increase in
same day shipping
searches
2x
Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US
increase in
travel searches for
‘today’ and ‘tonight’
150%
increase in
‘open now’ searches
3x
67. Proprietary + Confidential
2017: Clearing in numbers
60K
Students in the UK
found a University place
through Clearing in 2017¹
+1.2% YoY vs 2016
9%
of all students in
the UK
enrolled for a University
course in 2017 as a
result of Clearing
Source: UCAS. ¹Through Main Schemes and Direct to Clearing
68. Proprietary + Confidential
What was the biggest contributor to growth?
Last year there was a 9%
increase amongst applicants
placed through “Direct to
Clearing”
Source: UCAS. Direct to Clearing: Applicants who register to apply after June
69. Proprietary + Confidential
The market is becoming increasingly competitive as the total number of
applicants is in decline vs 2016
-5%
UK applicants
Source: UCAS || Google Internal Data
-16%
Decline in number of
UCAS queries
over August 2017
-7%
EU applicants
Which is reflected in the number of UCAS queries
70. Proprietary + Confidential
It’s not just about Clearing...
There’s a growing number of students placed through adjustment
+16% YoY
vs 2016
Source: UCAS
Why?
Students are doing
better than
expected in their A-
Levels
72. Confidential + Proprietary
per day
At bus stop, listen
to new music playlist
8:30am
Buy new tote to
take to Wimbledon
11:15am
Browse festival
styles on YouTube
7:15pm
On bus, search for tennis
clubs nearby
5:29pm
At lunch, play Scrabble
while waiting in line
1:33pm
Use flashlight app to
find dropped earring
11:09pm
Use maps for directions
to food truck
1:13pm
At work, book
Wimbledon tickets
11:36am
Wake up and
read news online
6:50am
On the bus, read articles
about tennis players
8:42am
150x
We check our mobile phones
73. Proprietary + Confidential
Let’s take a closer look at the auction
Queries Imp Clicks Ad CTR CPC Ad Depth
YoY YoY YoY YoY Q317 YoY Q317 YoY Q317
Mobile 20% ▲ 25% ▲ 57% ▲ 26% ▲ 5.0% -5% ▼ $1.75 3% ▲ 2.6
Tablet -11% ▼ -19% ▼ -9% ▼ 12% ▲ 4.3% -6% ▼ $1.54 1% ▲ 2.9
Computer 0% -12% ▼ -4% ▼ 9% ▲ 3.7% -3% ▼ $2.22 5% ▲ 2.6
Overall 6% ▲ 2% ▲ 22% ▲ 19% ▲ 4.4% -6% ▼ $1.89 4% ▲ 2.6
for Colleges, Universities & Post-secondary Education
Source: Google internal data for Colleges, Universities & Post-secondary Education | United Kingdom. Time period: August 2017
74. Proprietary + Confidential
Mobile is becoming increasingly important each year
Mobile
Desktop
August 2015 August 2016 August 2017
Source: Google internal data. UCAS searches, UK
75. Proprietary + Confidential
So what can we expect in 2018?
August 2015 August 2016 August 2017 August 2018
Mobile
Desktop
We predict Mobile queries to overtake Desktop in 2018
Source: Google internal data. UCAS searches, UK
Insight: Over 50% of your audience will be on Mobile
Opportunity: Leverage your Mobile Assets.
Focus on: 1. Mobile UX || 2. mSpeed || 3. mBids
83. Proprietary + Confidential
Source: Google Internal Report; Category Trends
Have Priorities Changed?
Ranking becomes less and
less relevant for prospective
students…
84. Proprietary + Confidential
Source: Google Trends
They’re asking for more and more help when it comes to the crunch
‘What uni’ searches spike
consistently and increasingly
during Clearing Week
85. Proprietary + Confidential
Source: UCAS
Personal
Experience
This could be in-person
experience, or based on
content consumption.
What friends think, or
the belief of what friends
think about a university.
Reviews.
How much you recognise
& feel comfortable with a
university, built on
familiarity and rapport.
Peer Influence Familiarity
It has to ‘feel right’
86. Proprietary + Confidential
And The Key is Salience
79%
of time online is
spent outside
search
21%
of time online is
spent searching
across websites, mobile,
YouTube, and Gmail
87. Proprietary + Confidential
Be Present At Every Step of the Journey
Reading email
Local Search
Watching Videos
Search
Google
Browsing across
the web - display
‘Crash course in
probability’’ ‘What is clearing’
‘Universities Near Me’
Active on publisher websites,
researching universities, student
forums & resources for guidance.
Place confirmation emails, awaiting e-
prospectus
88. Proprietary + Confidential
Source: Hitwise Data
Using Hitwise Downstream Data to Understand the Decision Path & Where to Find Students
Downstream from UCAS
website, a large share of
students move back to
search, YouTube and Gmail
89. Proprietary + Confidential
Source: Hitwise
And these patterns have changed over time….
Fewer and fewer users moving
downstream to Facebook,
more and more heading to
YouTube and Gmail.
How have you adjusted
your strategy to
accommodate this?
91. *Live+7 TV viewing
Source: BARB website, Average Daily Hours of Viewing - Total TV
2015 Daily TV*
Watchtime
2010 Daily TV*
Watchtime
-0.2%
-5%
-11%
+8%
-18%
-26%
-26%
Age 65+
Age 55-64
Age 45-54
Age 35-44
Age 25-34
Age 16-24
Age 4-15
5h42
5h10
4h28
3h00
3h18
2h48
2h30
5h42
4h56
4h00
3h14
2h42
2h04
1h51
TV watchtime decline
over 2010-15:
-26%
Under 24s lead the
decline, but almost
every other age group is
watching less too
YouTube watchtime on TV has
almost
doubled y-o-y
Now, more than ever, consumers are
spending more time with and have
more focus & passion for YouTube -
make the most of the opportunities
to engage with your target audience
Source: Google internal data, Global, Q4 2015
Time spent per day with major media by age group
92. Proprietary + Confidential
Video penetration is Growing:
It’s highest for 18 - 24 yr olds
5840
minutes less
on TV
22400
minutes
more on
their
smartphone
95. Proprietary + Confidential
Source: Insights Finder - Audience Tool
YouTube is a Hub for Education Guidance
+ 3.3x
+ 3.4x
+ 3.4x
+ 3.0x
UK 18-24yo ‘in market’ for
Post-Secondary Education’
overindex on numerous
relevant channels compared
to internet average
96. Proprietary + Confidential
And Those In Market for Post-Secondary Education are Engaged
11x 9.6x 5.5x
Source: Insights Finder - Audience Tool
97. Audience
Data +
Organisations that leverage customer
behavioral insights outperform peers by 85%
in sales growth & 25% growth in gross profit
margin.
Machine
Learning
98. Proprietary + Confidential
Built for simplicity and transparency
Introducing Smart display campaigns
Drive performance on the GDN by using the power of Google’s machine learning
Reach people at all stages of the buying cycle
Minimise guesswork and spend less time on campaign management
Smart
Bidding
Automatic
Targeting
Automatic
Creatives
99. Proprietary + Confidential
Source: *Based on previous advertiser performance and conversion uplift
Smart Display Makes Display REALLY Easy
Simplicity
Create your campaign by providing
just three inputs: budget, bid and
creative assets. Then, rely on multiple
Google machine learning technologies
to provide ongoing optimization and
find you as many customers as we
can.
Insights
You receive all standard GDN
reporting and then also get new,
supplemental reports based on
insights that allow broad, strategic
management instead of daily
micromanagement.
SDC runs across the 3 million sites
and apps available to the GDN,
including owned and operated
properties such as Gmail, AdMob and
YouTube.
Scale
Note: With Smart Display Campaigns, advertisers see 20% more conversions at the same CPA when compared to
their other display campaigns*
117. She looks at
the product
on shelfShe inspects
the product
packaging in
store
She looks for
special deals
She watches
tutorial/how-
to videos
online
She collects
samples
She talks
with an
expert
Finally she
purchases
She goes on
E-commerce
sites
: 43%
: 64%
: 72%
: 58%
: 47%
: 61%
: 13%
: 75%
: 45%
: 63%: 13%
: 82%
: 35% *
: 85%
She reads
reviews online
(users, experts)
: 21%
: 74%
She consults with store
staff or a BA
She uses
search
engines
: 23%
: 68%
* Consolidated reach (in-store,on-line, outside-store)
ImpactReach
: 18%
: 79%
SEAMLESS OMNI-CHANNEL EXPERIENCE IS CRITICAL
SEO
Social/
YouTube
Social
listening
Website
118. She looks at
the product
on shelfShe inspects
the product
packaging in
store
She looks for
special deals
She watches
tutorial/how-
to videos
online
She collects
samples
She talks
with an
expert
Finally she
purchases
She goes on
E-commerce
sites
: 43%
: 64%
: 72%
: 58%
: 47%
: 61%
: 13%
: 75%
: 45%
: 63%: 13%
: 82%
: 35% *
: 85%
She reads
reviews online
(users, experts)
: 21%
: 74%
She consults with store
staff or a BA
She uses
search
engines
: 23%
: 68%
* Consolidated reach (in-store,on-line, outside-store)
ImpactReach
: 18%
: 79%
1ST PARTY DATA COLLECTION FOR MORE RELEVANT TARGETING
SEO
Social/
YouTube
Social
listening
Website
180. businesspartner.jcdecaux.co.uk
#ASDIE18 @JCDecaux_uk
more impact from part-animated
or subtle motion ad copy
advertising awareness due to
greater visual impact
purchase metrics
using real-time integration of
social feeds and other digital
data sources
Source: Accord 2017
Source: Ocean Neuroscience, “Beyond Out of Home, The Science Behind the Art of Outdoor”, 2015 | IAB DOOH Case Studies
Greater Impact.
181. businesspartner.jcdecaux.co.uk
#ASDIE18 @JCDecaux_uk
as likely to be seen
longer viewing time
more influence on
behaviour
updates; link your digital
campaign to social
media feeds
based on conditional
triggers i.e current news,
events
Source: Lawes Consulting: Power of 3 Study. Kinetic Eye tracker study
Greater Visibility.
182. businesspartner.jcdecaux.co.uk
#ASDIE18 @JCDecaux_uk
Source: Lawes Consulting: Power of 3 Study. Kinetic Eye tracker study
who were exposed
to digital OOH could
recall the campaign
who were exposed to
digital OOH could recall
the specific message
recall advertising seen
on digital OOH in the
last 30 days (highest of
any traditional media)
Greater Recall.
214. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk
#ASDIE18 @JCDecaux_uk
Methodology
• Client Data: Google Analytics data
• Comparing any difference in
Online activity for Wise After
during the campaign V.S pre
campaign across:
• Sessions
• New Users
• Account Created
• Fund Debit Card
Sessions
A group of
interactions
one user takes
on the
website.
New Users
A visitor who
did
not have the
website’s
cookies when
they hit
the page.
Account
Created
A website
visitor creates
a new
account with
Wise Alpha.
Fund Debit
Card
A Wise Alpha
account
holder
deposits funds
to invest in a
product.
Sending Consumers Online – OOH Drive Action
215. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk
#ASDIE18 @JCDecaux_uk
Results
• Sessions +120%
• New Users +240%
• Account Created +210%
• Fund Debit Card +100%
0
125
250
375
500
625
Pre wk 1 Pre wk 2 Pre wk 3 Pre wk 4 Pre wk 5 During wk 6During wk 7During wk 8During wk 9 Post wk 10 Post wk 11 Post wk 12 Post wk 13 Post wk 14 Post wk 15 Post wk 16
Sum of Sessions
+50%
vs pre
+240% vs pre
New Users
Sending Consumers Online – OOH Drive Action
226. businesspartner.jcdecaux.co.uk
#ASDIE18 @JCDecaux_uk
− Data on further education (6th form+) buildings
(e.g. residence halls, libraries, classrooms etc.)
and not just campuses
− 1361 further education establishments included
− Dataset supplied by Mapmechanics
Imperial College
London
Residence Hall
Classrooms
Library
Sports Centre
Higher Education Boundary Data.