Be In The Know Blog

Advertising to Students Online: Must-Know Tips For Higher Education Marketers

Posted by Ashley Williams on August 16, 2018 at 1:05 PM

As a higher education marketer, you know engaging prospective students is harder than ever. While you may have more opportunities for advertising to students online, this young audience is bombarded by messages all day long.

Standing out from the noise can be challenging, but higher education institutions that successfully reach and establish a connection with prospective students enjoy higher enrollment rates and greater brand recognition.

Here's how to connect with prospective students from Gen Z. 

Which Types of Ads Perform Best When Advertising to Students Online? 

Here are the top five digital ad formats used by colleges and universities for engaging prospective students, according to eMarketer PRO:

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Topics: Higher Education

Why Mobile Marketing Should Leverage Location Targeting

Posted by Codee Fuquay on August 14, 2018 at 9:51 AM

Mobile marketing is all about reaching potential customers at exactly the right time, giving them answers just as needs arise.

Google refers to these crucial seconds as micro-moments, in which a person on-the-go realizes a need and enters a query on their mobile device to find an immediate solution. And micro is an apt description, as mobile searchers have a sense of urgency, so the window of opportunity is small.

For businesses that have a physical location or serve certain geographical areas, being the first name that appears on mobile SERPs means having ads with location targeting.

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Topics: Mobile Optimization and Advertising

Financial Marketing in the Digital Age: How Banks Can Engage Millennials

Posted by Carlye Creel on August 9, 2018 at 2:48 PM

Best practices in financial marketing may be outdated, as millennials — the largest generation in American history according to the American Banking Association (ABA) — have different consumer behaviors than previous generations who lacked the technology and social awareness that drive spending habits today.

It would be wise for banks to start paying attention to what's important for people in this key age group, which spans those born between 1980 and 2000. That's a wide range, but what unifies millennials are the tech-savvy habits and purpose-driven philosophies that are undeniably becoming the new norm.

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Topics: Professional Services

Video Advertising Trends: Tracking the Growth of Video Ad Spending

Posted by Joe Weir on August 7, 2018 at 10:27 AM

If you're looking for a way to engage potential buyers and drive conversions, video advertising may be your best investment to date. But as a hardworking marketer striving to manage a tight budget, you're probably wondering: Will this trend continue? And is the ROI worth the investment?

As part of our series on video, we've highlighted video consumption trends, along with the growth of over-the-top (OTT) advertising as one of the most effective methods of reaching audiences across multiple devices.

Now, we're going to examine what video ad spend will look like in the near future, what kind of ROI you can expect and a few tips for getting the most from your ad dollars.

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Topics: Video Advertising

SEO 101: How to Pick the Best Keywords for Your Content

Posted by Ashley Rios on July 31, 2018 at 11:44 AM

You understand the importance of creating your own content, and you've been told that your content needs to feature keywords aimed at reaching your audience. But with several different factors to consider, choosing those organic search keywords can be overwhelming.

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Topics: Search Engine Optimization (SEO)

Customer Engagement Metrics: A 3-Step Guide to Tracking, Measuring and Attribution

Posted by Brooke Huntley on July 31, 2018 at 11:09 AM

Strong customer engagement is often an accomplishment coveted by digital marketers. It's that special sauce that fuels referrals and brand loyalty, while providing businesses with integral input and feedback directly from their target audience.

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Topics: Digital Marketing Strategy

Retargeting Your Visitors: How Marketers Can Work Around Google's 'Mute This Ad' Feature

Posted by Pete Stafford on July 26, 2018 at 10:18 AM

Digital marketers understand the value of a retargeting strategy, encouraging those who are already on the brand discovery journey to read more content and convert into a customer.

Research cited in Business 2 Community shows that retargeting ads have a 76 percent higher click-through rate, and it makes sense that you would want to reach people who have already expressed initial interest, or at least curiosity, about your brand.

But Google's Mute This Ad function, which lets users hide ads, is being rolled out more aggressively to remarketing ads, which Google refers to as reminder ads. Plus, it will let users know that they've been retargeted.

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Topics: Retargeting and Remarketing

The Truth About Marketing Attribution: What It Is and What It's Not

Posted by Allison Sturtevant on July 24, 2018 at 11:08 AM

How do you know which of your marketing efforts led to sales? Marketing attribution is a way to determine the value or ROI of your marketing channels, according to Salesforce. But accurate attribution is difficult: When a customer interacts with email, social media, website content and other channels prior to a conversion, how do you weigh the monetary value of each campaign?

Effective attribution requires analytics and some trial and error on the part of marketers. But businesses are sometimes reluctant to embrace marketing attribution strategies because there's confusion about the best approach. Here are three common myths that might be holding you back from adopting an attribution strategy.

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Topics: Analytics

Video Advertising Trends: How OTT Growth is Changing the Way Brands Reach Buyers

Posted by Joe Weir on July 19, 2018 at 3:09 PM

Video consumption just won't stop. Data from eMarketer predicted that in 2018, 181.5 million people in the U.S. will use connected TVs at least once per month, and video is just one portion of over-the-top (OTT) consumption. Customers are also using mobile devices to access video streaming.

In part two of this five-part series on video, we covered video consumption facts and viewing trends. But as more people turn to OTT content — or film/TV programming delivered via the internet rather than cable or broadcast — what does this increase mean for video marketing?

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Topics: Video Advertising

5 Features of Annoying Display Ads (and How to Make Them Better)

Posted by Maddie Thomas on July 17, 2018 at 11:38 AM

Each week we hear a friend joke about banner blindness and pop-up takedowns. They simply click those ads away without regard to the information. Our marketing hearts sink, leading us to wonder how we could have made the content more pleasing — even engaging — rather than yet another annoyance. Thankfully, there are lots of options.

In 2017, the Nielsen Norman Group shared the results of a survey regarding digital advertising techniques completed by adults not involved in IT or marketing-related industries. Variants of 23 display ads were shown on desktop and mobile, then rated. Let's dig into the top five least-liked display ad types, and ways to make them more palatable.

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Topics: Premium Display and Banner Ads

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