How Connected Are You With Your Audience (Part II) In our last edition of this column, we asked “How Connected Are You With Your Audience?” and introduced two new concepts: connected reach, the reach you have with your audience via channels that provide direct engagement, and connection density, the average amount of touch points you have […]
View Post Business school, Content marketing, Digital marketing, engage, facebook, LinkedIn, Social media, TwitterHow connected are you with your audience? The emergence and maturity of the internet, social media and mobile has provided a means for business schools to connect, directly, with their audiences. This is a fundamental shift in communications; prior to the internet access to audiences was was limited to traditional mass media and the mail […]
View Post Advertising, facebook, Instagram, Mobile app, Social media, Twitter
A major focus of Southwark’s work with business schools is the applicant experience. We strongly believe that serving MBA applicants requires an increasingly adaptive approach – one that takes into account the evolving preferences and habits of today’s candidates. While we have often discussed the ‘mobile first’ generation (those candidates who first experience a schools’ marketing materials and […]
View Post Internet radio, SoundCloud, Spotify, Streaming media, Subscription business model, YouTube
Social Media, the Internet, and the Erosion of Traditional Marketing Channels In the not too distant past, MBA recruiting was reasonably straightforward and relatively standardized and stable. A school would design a brochure, which it would use as a mailing piece for inbound inquiries as well as for distribution during MBA admissions events, whether on campus or […]
View Post Content marketing, Digital marketing, facebook, Marketing, Mobile phone, Twitter
The Internet and Content Marketing Enable Business Schools to Reach Two Audiences Reaching Those Who Are Already Engaged and Those Who You Want to Engage The internet, and the shift to mobile access, has had a profound impact on consumer purchase behavior. This impact is illustrated by both the Mckinsey Consumer Decision Journey Model and Google’s […]
View Post Content marketing, engage, facebook, Internet, Social media, YouTube
In this edition of our bi-weekly Engage column, we continue to share our views about the four cornerstones of a successful content marketing strategy. While the last post we published focused on the Creation and Distribution of content, we’ll now turn our attention to the two remaining cornerstones: Engagement and Amplification. As our readers may recall, a successful content marketing strategy requires targeting the right […]
View Post facebook, Social network, TwitterFour Cornerstones of a Successful Content Marketing Plan To develop or evaluate a content marketing program, organizations should consider four key aspects: Creation Distribution Engagement Amplification In this edition of our bi-weekly Engage column, we tackle Creation and Distribution. We’ll follow up next time with a post on Engagement and Amplification. Creation Some of […]
View Post Digital marketing, facebook, Instagram, LinkedIn, MBA, Twitter