Conversations around data ownership and privacy have accelerated in recent years as regulatory bodies and companies around the world grapple with how much control individuals should have over their personal data. Apple’s iOS 14 launch and subsequent updates are the most recent examples of this trend in action, moving us ever closer to the cookie-less world that seems more inevitable …
promoting coronavirus vaccination campaigns with digital advertising
Hospitals have long been among the most respected names in their communities, and that’s a reputation that carries significant weight today. 74% of Americans have a positive view of medical doctors—by far the highest score among public figures relative to trust and the ongoing pandemic. The civic commitment that earned that trust has really come to the forefront this past …
the 2020 election’s impact on digital advertising
Will this year’s election impact your ability to reach your audience and drive the results you’re accustomed to? And, more importantly, is there anything you can do to prepare? The short answer to both questions: Yes.
what you can do to get ahead of the higher ed crisis
The Crash. The Cliff. The Crisis in Higher Ed. If you follow current events and forecasts in the higher ed space, you’ve likely heard one, if not all, of these phrases recently and often. At least, that was my experience at the 2019 American Marketing Association Symposium for the Marketing of Higher Ed.
annual planning: it’s never too late
Time is a luxury not always afforded to the marketing leader when it’s time to create an annual plan.
why more budget isn’t always the answer
Death, taxes, and your digital marketing agency asking for more budget: these are the inevitabilities of life as a marketing leader. While you don’t have much say when it comes to the first two, you can have the last word when it comes to allocating your budget. Before you make the decision to approve or deny the request, you’ll likely …
highlights: digital meetup for higher ed marketers
On July 30, higher ed recruitment marketing, admissions, and alumni relations leaders came together to share their challenges, offer solutions anchored in experience, and find common ground despite their diverse backgrounds. The event? A digital meetup for higher education leaders hosted by Fathom, in partnership with Marketo.
marketing + finance: building a profitable partnership
The relationship between marketing and finance leaders is too often adversarial, holding organizations back from significant opportunity by failing to develop this critical partnership.
change leadership is the marketer’s mandate
Gone are the days when a siloed business could present an effective customer experience (CX). CX is a key differentiator today—according to many researchers, the key differentiator over product and people. As a marketer, your deep customer intimacy allows you to be a key driver of success in this area.
the generation fallacy in higher education marketing
You’re too focused on the generation of your audience. Everyone in higher ed marketing and admissions is too focused on generation.
I understand why. It’s near impossible to avoid the headlines, case studies, and webinars explaining how prospective student expectations have evolved as Millennials pass the torch to Gen Z. “But what does that mean for you?” the experts ask, implying a promise to answer.
I’m here to tell you it’s all clickbait. Generational shifts aren’t driving the evolution of student expectations, just as generational shifts aren’t driving consumers to choose Amazon over big box stores.
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