All posts by admin

Researching a College: The Search Process

Education reporter Betsy Hammond of the Oregonian Media Group has seen colleges in her region get better at marketing qualities that make them special. For example, Whitman College, a small, liberal arts school in Walla Walla, Washington, stresses the breadth of its programs, close working relationships with professors, and a year-long “Encounters” program offering freshman a deep dive into the ongoing value of a liberal arts education. Western Oregon University, which stresses accessibility, recently announced affordability grants to help students meet rising costs.

Yet as the parent of a 16-year-old son, Hammond is learning how challenging the search process can be. Rankings often “read as though they were written by someone sitting in an office crunching numbers,” she says. “People feel overwhelmed.”

Are you overwhelmed developing an effective plan to marketing your University?

Download Our Advance 360 E Book on Education

 

Travel Audiences: What’s Important to each Generation

Travel Audiences: What’s Important to each Generation

As marketers, we must be aware of how each generation consumes content to be able to reach them in a more efficient and effective way. In general, marketers should really start focusing on building experiences for travelers – experience being the main focus of every generation of traveler. As the Experience Era of Travel continues to evolve, marketers need to listen to each generation of consumers to adapt their strategies so they speak to each one.

11 Million Auto Buyers Researching Vehicles on Mobile Devices

11 Million Auto Buyers Researching Vehicles on Mobile Devices

Automakers sold 17.5 million cars and light trucks in 2015, which was a record growth in sales, up 5.7% from 2014. While shopping on an auto lot, 63% of shoppers use their mobile device for research. To give some perspective, that means 11 million of the 2015 auto buyers researched on their mobile device while at the dealership.

You know where to reach these customers. Do you know how? Read more from Our Partners at Advance Ohio here.

Ad Exposure: What You Should Know

While dated 2014 (which in today’s market seems outdated) note the crux of this Media Dynamics, Inc. study. Over time (70 years!), despite a dramatic increase in exposure to media, the amount of ad retention remains relatively static. Remember, too, that in 1945, there were significantly fewer advertisements in the media space.  It appears that there is a cognitive ceiling to the retention of a traditional ad unit, like a television commercial or periodical display ad.

As far-fetched as it seems, we know that with the right audience targeting and frequency, new messages can be learned, retained, and converted to action. Some more than others, but in truth, we do recall the tag line, website, or brand. Knowing that there is a retention ceiling for media users, it I even more important to find the right person to receive your message at the right time.  Without someone primed to retain your message, it becomes wallpaper, falling on deaf ears — and audience that simply isn’t prepared to take action.

ad-exposure Ad Exposure: What You Should Know

Understanding SEO

UnderstandingSEO Understanding SEOInternet searches are the new front doors for businesses. Searches bring more people to company websites than all other digital channels combined.

And because those visitors are on the hunt for products or services, they are often ready to buy. For example, 85% of retailers said that search engine marketing was the most effective tactic for generating new customers.

But if you want the benefits of that traffic, you’ll have to put in a little work.

That’s where Search Engine Optimization (SEO) comes in. SEO is the process of adapting your website to improve its ranking in the results for specific search terms.

While you’ll have to develop a strategy in order to get those clicks, the good news is that
you don’t have to pay for this placement as you do with search advertising.

The Fundamentals of High Rankings
To understand SEO, you first need to understand how search engines work. Search engines like Google and Bing use complex, proprietary algorithms to determine which websites are most relevant to the words that users type into the search box. While there are many components to these algorithms, three of the most important are keywords, content and links.

Want to learn More about SEO and how to influence it? Find this and other topics in our Marketing Bootcamp E-Book.