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This is a review of the American Marketing Association\'s 2010 Symposium for the Marketing of Higher Education presented by the Higher Education Marketers of San Antonio (HEMSA).
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HEMSA’s Recap of the AMA Symposium for the Marketing of Higher Education
“What can San Diego teach San Antonio?”
November 18, 2010 1
Session Tracks ¡ Marketing Metrics
¡ Brand Strategy and Management
¡ Operations and Strategy
¡ New Media
¡ Content Strategy
¡ Media and PR
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My focus…
Overview 3
¡ Mobile will take over in the next 4 years… ¡ All information will be stored in a cloud; will be no
need for a hard drive
¡ LOCATION, LOCATION, LOCATION ¡ Location change is everything to mobility
¡ One’s phone is an extension of oneself. ¡ Has four of the five senses: sight, touch, sound,
smell…okay maybe smell is stretching it.
¡ Have you named your phone? Do you pet it? Do you sleep with it?
4 “Fish where the fish are.”
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¡ Part of the clear, consistent messaging that provides additional platforms to share the brand story
¡ Propels brand to become a point of dialogue; making many brand ambassadors
¡ Listen. Contribute. Give to get.
¡ Understand that you don’t CONTROL the message
7 “Today, 25% of U.S. adults have
Smartphones. By 2011, that number will increase to 50%.” -Nielson
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Source: www.hitwise.com
11 It’s not about bought media anymore…
it’s about earned media.
¡ Happy Birthday to my favorite Facebook friend
¡ interactions vs. push messages
¡ Be authentic.
¡ Variable data à PURLS (personalized URLs) à better tracking = cost savings
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15 Attract Respond Learn
• TEST!
• Learn before the offer
• Adjust on-the-fly
• Personalize the experience
Outside Data
Your CRM
System
Decision
Action to
close
Your CRM
System
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¡ Has anything really changed in branding?
¡ You only THINK you control your brand. ¡ Your messages must be consistent throughout
mediums. Even more so now.
¡ Unite social, web, print (yes!)…add mobile!
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21 Discussion
