hemsa recap 11.18.10
DESCRIPTION
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).TRANSCRIPT
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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6
¡ 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
16
¡ 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