In higher education marketing, you probably try all the digital marketing tactics to achieve higher enrollment rates. Maybe that’s pay-per-click advertising or search engine optimization. While I’m a proponent of both, I think college marketers can lose sight of the bigger picture. They get lost in the data. They stress under deadlines. They celebrate the wins of increased enrollments and feel the pangs of defeat when a program is underperforming.
Rarely do they stop to consider what their milestones and KPIs mean for each student.… Read the rest
It generally starts with a symptom—a sore throat, a throbbing ache, a slight fever. That’s all it takes for a patient to begin thejourney to self-diagnosis. Often referred to as “Dr. Google,” the way patients seek the answer to the question “What’s wrong with me?” has changed drastically. Patients are no longer just seeking their doctors for medical advice—they’re asking their friends, their family, and the never-ending wealth of information that resides on the Internet.… Read the rest
Last week, Facebook announced the relaunch of its Atlas advertising platform. Facebook described it as a tool that delivers “people-based marketing.” So, what’s the big deal?
We already know that both Facebook and Google use our data to target ads – when you search for a washing machine on Google, you will notice that advertisements on appliances will follow you for a few days/weeks on sites within the Google ad network. It is important to understand the tipping point we are potentially experiencing.… Read the rest
There are nearly 40,000 searches per second and 3.5 billion searches per day in Google. Just let that digest for a second. Hundreds of thousands, if not millions, of people could be searching for you or your product each day! While this is a great statistic, it can also be a curse if you don’t have the right strategies in place to find the most qualified traffic for your brand or product.
Let’s say you have a very niche product in a very niche market.… Read the rest
Healthcare is an extremely personal market—after all, few things are more personal than your health and wellness. Many people take this so far that they will trust the amateur advice of a friend or family member before the advice of their healthcare providers. Despite this reality, many healthcare websites come across as distant, impersonal, and even institutional at times.
Embracing the Human Aspect
In the not-too-distant past, individuals looked to their parents, friends, and colleagues to find their healthcare providers.… Read the rest