What's New and Next: 5 Digital Marketing Trends You Can't Ignore - Alexa Poulin EVP, Digital Operations @adpoulin
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What’s New and Next:
5 Digital Marketing
Trends You Can’t Ignore
Alexa Poulin
EVP, Digital Operations
@adpoulin
Today’s Digital Trends:
Is about better customer experience with
personalization, automation, and AI-powered
technology
To stay ahead of the curve you’ll need to get better
at custom content creation – especially audio and
video content – to share with your better-targeted
audience.
5 (really 6) Digital Trends You Can’t Ignore 1. Artificial Intelligence 2. Chatbots & Voice Search 3. Personalization 4. Video Marketing 5. Social Messaging Apps 6. OTT & Connected TV
AI for Higher Ed ✓ Enrollment Marketing ✓ Student Acquisition ✓ Enrollment ✓ Student Affairs ✓ Retention
#2.
What is a Chatbot?
• A chat robot, a computer
program that emulates human
conversation, or chat, through
artificial intelligence
• Chat bots can range from
functional to fun and it could live
in an major chat product (FB
Messenger, Slack, text
messages, etc.)
Benefits of a Chatbot • Increased productivity for staff • 24/7 ability to answer • Instant and more accurate answers • Gets smarter over time • Answering sensitive questions • Better “customer” experience
Meet Pounce
Pounce can answer
thousands of students
questions about Georgia
State, student life, campus
services, financial aid,
admissions, and moreGSU Case Study
GSU Case Study
➔ Goal: Reduce summer melt (April-August)
➔ Target: Incoming freshmen with a U.S. cell
phone number → Approx. 7,300 studentsGSU Case Study
Targeted Information Impacts Student Behavior
Reduced
summer melt
Cut persistence
gap
Increase in
flawless FAFSAVirtual Assistants
• 39 million Americans use smart speakers
“Alexa: Who
• On campus: “student assistant” to help has the best
students navigate, conduct research
projects, and complete curriculum MBA program
in the state”
• An extension of Search and another way
for students to explore higher ed
opportunitiesVoice Search • 50% of all searches will be voice searches by the year 2020 • 20% of mobile queries on Google are voice searches • Optimize/SEO for Voice Search (VEO)
Top 3 VEO Tips
1. Keep your local search platforms updated
• Make sure GMB property is right with
correct phone & address
Ok Google, how does
2. Have good SEO Voice Search change
SEO?
• Almost 75% of voice Search Results from
Google Home came from the top three
organic pages in SERP
• Aim for long tail searches vs. smaller
keywords since long tail plays a significant
role in how people voice Search
3. Make sure your site is mobile optimized
• Mobile devices continue to improve how
voice search functions
• Page speed is a ranking factor in Google’s
algorithm#3. PERSONALIZATION
Facts About Personalization
Website Personalization: Dynamic Messaging
Website Personalization: Dynamic Messaging
Findings
Click % Conv %
Control 0 0.26%
General 0.74% 0.74%
Dynamic 2.59% 1.14%
Considerations:
• Based on ~7 weeks of A/B testing
• ~4,420 impressions#4. Video Marketing
Google Study
IMPACT OF VIDEO ON THE ENROLLMENT FUNNELTop Insights
Case Study A/B Test
Tested static image vs. video
• Display
• Ads were in market for 6-7 weeks
• Facebook
• Instagram
Static Image Video Creative
Vs.The Results
39% of the FB/Instagram leads came from static ads
61% of the FB/Instagram leads came from video adsVideo Enhancements Across Platforms • LinkedIn introduces video advertising in 2018 • Facebook made improvements to live streaming functionality and interactivity to video • Instagram enhanced allow to host long-form video to help rival YouTube • Twitter also jumped in with live streaming enhancements and given priority in timelines • Expect even more video focused features and enhancements
#5. Social Messaging Apps
As of July 2018
Why messaging apps matter to higher ed?
Reaching international markets
• In many international markets, there are no “news feeds” only
1:1 or 1:group messaging
• WeChat has 1.1 billion monthly active users and is THE social
media platform in China
Gaining huge popularity in US
• WhatsApp (owned by Facebook) has 1.5 billion monthly
active users
WhatsApp, Facebook
• More than 2 billion messages are sent between people and Messenger, and
businesses on Facebook Messenger every month WeChat have more
combined users than
• Facebook has finally started to integrate messaging Facebook or YouTube
components of Facebook, WhatsApp and Facebook
Messenger (this should be complete by end of 2019 or early
2020)Facebook
• Facebook ads can open a WhatsApp conversation
• Instagram ads now can do the same
• Schools need to use the WhatsApp Business App or WhatsApp Business API in order to
be eligible to add a CTA to their Instagram feed adsFacebook Messenger
Run Instagram Story Ads on Facebook MessengerLinkedIn
Introducing: Conversation ads
Use messaging with guided replies
to drive results at every stage of the
buyer’s journey
Coming summer 2019LinkedIn
The conversation ad is delivered to
LinkedIn MessagingDeliver multiple pieces of content and offers
Create a few choices for user to select
that can:
● Click through to your landing page
● Open up a Lead Gen FormProspects can “choose their own adventure” by
selecting the CTAs you have set up.
Response if clicked “View event details”
Response if clicked “Register”
Response if clicked “No thanks”#6.
#5.
What is OTT? • OTT (‘over the top’) = video content that’s being streamed directly through the internet on a laptop, mobile device, tablet, or connected TV and doesn’t require users to subscribe to traditional cable • CTV (‘connected TV’) = a television device that has a built-in connection to the internet or a television that is paired with a device that is connected to the internet, like Apple TV or a Roku
The 1-2-3 of OTT
Trends: Why OTT Viewing Matters
OTT Ads Help Reach Our Prospective Audience
Where Video Time is Spent by Generation
OTT Advertising • OTT ads can be shown before, during, or after watching the OTT video content that the viewer has selected to watch • OTT video ads are displayed full-screen and are non-skippable • Hyper audience targeting
Targeting Options on OTT
Audience targeting puts your message in front of the right person at the right time
BEHAVIORAL DEMOGRAPHIC DEVICE TARGETING
TARGETING TARGETING Targets your audience
Identify an audience Target any demographic, by device, operating
based on relevant such as gender, age, system, and even
interests and online ethnicity, education level, connection speed
browsing behavior income, and more.
OTT RETARGETING CONTEXTUAL
GEOGRAPHIC Serves ads to prospects TARGETING
TARGETING who visited your website, Reach an audience that
Serve ads by state, city, or even searched for you is consuming media
DMA or zip on search engines like contextually relevant to
Google your campaign.We’ll finish our workshop reviewing what’s new and next not only
for social media marketing but across the broader digital
landscape. From Artificial Intelligence and Smart Speakers to OTT
and Chatbots, we’ll discuss what marketing trends you should
consider now and in the future.
https://www.singlegrain.com/digital-marketing/11-digital-
marketing-trends-you-can-no-longer-ignore-in-2018/With a constantly changing social media landscape, it can be difficult to stay current. In this workshop, we’ll cover the latest with social media advertising, understanding and reaching Gen Z, exploring streaming media, and uncover what is new and next with digital marketing trends. https://genhq.com/5-ways-gen-z-uses-social-media- that-will-surprise-you/ https://www.businessinsider.com/forget-millennials- here-are-8-things-to-know-about-gen-z-2017-7 https://business.twitter.com/en/blog/7-research- backed-ways-connect-Gen-Z.html https://www.adweek.com/digital/vandita-pendse- blend-guest-post-9-gen-z-habits/
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