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How to Market a University-Building Value in a Competitive Environment > Chapter 6 Digital U > Flashcards

Chapter 6 Digital U Flashcards

1
Q

What is the primary focus of this chapter?

A

The chapter addresses digital marketing in higher education and its strategic importance for institutional leaders.

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2
Q

What are the expectations leaders have for digital marketing?

A

Leaders expect less cost, more precise measurement, and more predictable results, especially in enrollment outcomes.

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3
Q

What is a common misconception about digital marketing?

A

Many leaders treat digital marketing as a quick and cheap silver bullet for recruitment challenges.

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4
Q

What elements can produce remarkable results in higher education marketing?

A
  • Strong brand strategy
  • Digital marketing
  • Intensive recruitment practices
  • Content strategy
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5
Q

What is necessary for effective digital marketing in higher education?

A

Significant investment in capacity, integrated technology platforms, software, and targeted content creation.

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6
Q

True or False: Digital marketing is a practice that academic leaders should dabble in occasionally.

A

False

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7
Q

What types of strategic outcomes can digital marketing support beyond enrollment?

A
  • Alumni engagement
  • Student success initiatives
  • Donor engagement
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8
Q

What has disrupted traditional communication and interaction in higher education?

A

Changes in technology.

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9
Q

Where do traditional-age students typically learn about institutions?

A
  • YouTube
  • Instagram
  • Reddit
  • College Confidential
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10
Q

What role does artificial intelligence play in student searches?

A

AI assists in shaping first explorations through voice-activated search tools like Google, Siri, and Alexa.

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11
Q

What is a landing page’s purpose in digital marketing?

A

To enable tracking and capture student interest through a request for information (RFI).

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12
Q

What technology allows institutions to track student interactions on their websites?

A

Cookies.

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13
Q

What is the purpose of chatbots on institutional websites?

A

To interact with prospective students and encourage them to complete RFIs.

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14
Q

What is a key aspect of the digital journey for those searching for information?

A

They are exploring and engaging in an exchange of value.

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15
Q

What is the difference between digital marketing and brand marketing?

A

Digital marketing is sales-oriented, while brand marketing seeks to build awareness and differentiation.

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16
Q

What should institutions consider when deciding on marketing investments?

A

The long-term, strategic, and all-encompassing brand equity.

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17
Q

What does SEO stand for?

A

Search Engine Optimization.

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18
Q

Fill in the blank: SEO focuses on developing and publishing web content that is optimized to address the interests of _______.

A

[target audiences]

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19
Q

What is the goal of content or inbound marketing?

A

To improve organic search position and convert leads from interest to action.

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20
Q

What should institutions aim for in search results to generate the most web traffic?

A

A position on the first page of search results.

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21
Q

True or False: Digital advertising is a public experience.

A

False

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22
Q

What is a potential risk of focusing too much on digital marketing?

A

It may sideline crucial priorities like brand building.

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23
Q

What does the General Data Protection Regulation require?

A

Institutions must post their data privacy policy and allow users to opt in or out before using the site.

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24
Q

What is content or inbound marketing?

A

A practice designed to improve organic search position using content to drive search users to relevant web pages and convert leads to action.

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25
What types of content are used in content marketing?
* Blogs * Podcasts * White papers * Rankings * Articles
26
What was the purpose of the website created by 2U?
To provide teacher certification requirements in all 50 US states to support an online master of arts in teaching.
27
How did the 2U website enhance the USC master's program?
It generated interested leads and elevated the program's position in search rankings.
28
What is the time frame for SEO benefits to develop?
SEO benefits take months to develop but have long-lasting effects.
29
What are some of the requirements for effective SEO?
* Tools and expert staff * Data gathering and analysis * Content development and optimization
30
What is SEM?
Search engine marketing, a form of digital marketing that promotes websites through paid advertising.
31
What does SEM rely on?
Paid advertising to increase visibility on search engine results pages.
32
What are the three types of media in digital marketing?
* Owned media * Earned media * Paid media
33
What is owned media?
Institutional web properties like websites, blogs, and social media channels controlled by the institution.
34
What is earned media?
The digital equivalent of word of mouth, including reviews, shares, and mentions.
35
What is paid media?
Ads and content that are sponsored or paid for to drive users to earned and owned media.
36
What is required to support digital marketing efforts effectively?
A combination of technology tools, professional expertise, and human resources.
37
What is a content management system (CMS)?
A system that hosts an institution's web content.
38
What is customer relationship management (CRM) software used for?
To manage relationships with current and prospective customers and track interactions.
39
What are digital asset management tools?
Tools that store, organize, and provide access to media like video and photography.
40
What is marketing automation software designed to do?
Streamline, automate, and measure the effectiveness of marketing and recruitment sequences.
41
What role do data analysts play in marketing?
They interpret customer experience, evaluate SEO performance, and use predictive analytics.
42
What is the purpose of recruitment follow-up?
To cultivate personal relationships with prospects and enhance satisfaction and retention.
43
What is content strategy?
The planning and judgment for the creation, publication, dissemination, and governance of effective content.
44
Fill in the blank: Digital marketing investments can be distributed among ______, ______, and ______ media channels.
owned, earned, paid
45
True or False: SEO requires direct costs similar to paying for ads.
False
46
What percentage of revenue for a 2U program went to digital marketing and recruitment expenses?
19%
47
What are some challenges institutions face in digital marketing?
* Building and managing capacity * Retaining trained staff * Integrating technology
48
What is the significance of a pilot program in developing marketing capacity?
It allows institutions to evaluate external partners before bringing capacity in-house.
49
What is the current trend regarding in-housing marketing delivery?
63% of marketers have moved some aspects from third-party agencies to in-house teams.
50
What does effective sales work in digital marketing require?
Labor-intensive efforts and sometimes automated systems.
51
What is the definition of content according to the text?
Content is every item produced for an organization’s key audiences, including words, images, media, stories, articles, white papers, presentations, lectures, social media posts, photographs, videos, graphic designs, podcasts, etc.
52
How should content ideally be created and delivered?
Content should be informed by data and delivered at just the right time, in just the right way, to the right audience member.
53
What role does content play in SEO and digital marketing?
Content feeds SEO and paid digital marketing efforts to identify new customers and engage existing stakeholders.
54
What challenges arise from a lack of coordination among content producers?
A lack of coordination can lead to duplicative or contradictory content, which works against clear and compelling communication.
55
What is integrated marketing?
Integrated marketing seeks to align communication, experiences, and institutional decisions with the core brand promise.
56
What does the model of content strategy maturity reveal?
Organizations in early stages focus on tactical measures for content coordination, while mature organizations adopt more integrated and strategic approaches.
57
What tools are mentioned to encourage content coordination?
Tools include content audits, brand platform documents, message maps, personas, and training for faculty and staff.
58
What should leaders focus on to advance from content coordination to integrated marketing?
Leaders should align planning and decision-making with the brand strategy.
59
What is a common challenge at the program level for content marketing?
The quantity and demand for timely, fresh, and targeted content increase with the addition of each program.
60
What was identified as a key reason for the failure of internal digital marketing efforts?
The failure to adequately identify and fund a dedicated capacity for content generation.
61
What alternative resource was experimented with for content generation?
Hiring an outside marketing and recruitment services firm.
62
What is a critical gap that proved fatal to a sustained internal digital marketing program?
The failure to provide dedicated and informed content resources.
63
What should be done for program-specific marketing?
Externally provided content resources should be applied only to larger programs with sufficient scale.
64
What is one takeaway for leaders regarding digital marketing tools?
Digital marketing tools must be accompanied by sales and recruitment capacity to build value.
65
True or False: Digital marketing strategies alone build value.
False
66
What is the 'resume commitment' as mentioned in the text?
The significant time it takes for a student to make a decision to pursue a degree, making it a careful consideration.
67
What are some factors affecting a student's decision to apply and enroll?
* Sales and recruitment activity * Offers of financial aid or discounts * Net price * Offers made by competitors * Perceptions of brand quality and reputation
68
What is the problem of multiple source attribution in digital marketing?
It's difficult to tie a particular marketing tactic to a specific outcome due to multiple influences on a prospect's decision.
69
Fill in the blank: Integrated marketing provides a consistent way to _______.
[answer marketing questions]
70
What should be established for quality control of externally provided content?
Training, regular review, and quality control must be in place.
71
What do institutions need to do to build value through digital marketing?
Invest in a brand strategy and conduct content audits.
72
What factors influence the decision to apply and enroll?
Factors include: * Sales and recruitment activity * Offers of financial aid or discounts * Net price * Offers made by competitors * Perceptions of brand quality and reputation ## Footnote These factors create a complex environment for prospective students.
73
What is the purpose of digital marketing activity in the enrollment context?
To affect the top stages of the funnel, including click-throughs to landing pages and leads or inquiries. ## Footnote Digital marketing aims to attract potential students at the initial stages of their decision-making process.
74
Why are application and enrollment decisions not reasonable measures of digital marketing activity?
Outcomes at the middle and bottom of the funnel are influenced by other factors, making these decisions not solely attributable to digital marketing efforts. ## Footnote A more comprehensive view is needed to understand the impact of marketing activities.
75
What is a holistic evaluation of the prospect funnel?
It measures the impact of all known marketing and recruitment activities on outcomes, provided these can be accurately tracked and attributed. ## Footnote This approach provides a more thorough understanding of the effectiveness of marketing strategies.
76
What key requirements and considerations are reviewed for building digital marketing capacity?
Requirements include: * Expertise * Strategy * Tools * Measurement ## Footnote These elements are essential for effective digital marketing.
77
What is one key question leaders should ask regarding the customer's digital journey?
Are we paying close attention to the customer’s digital journey? Do we have the tools and infrastructure necessary to deliver a seamless experience? ## Footnote Understanding the customer journey is crucial for improving engagement.
78
What should leaders evaluate regarding their digital marketing efforts?
Are our digital marketing efforts keeping up with the latest trends? If not, why not? ## Footnote Staying updated with trends is vital for maintaining competitiveness.
79
What should be assessed regarding data analysis and market research infrastructure?
Is it sufficient? ## Footnote Adequate infrastructure is necessary for effective decision-making and strategy development.
80
What is important about a content strategy in digital marketing?
It should span audiences and channels to effectively 'tell our story'. ## Footnote A well-rounded content strategy enhances engagement and connection with various target groups.

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