Tag: Integrated marketing

The Battle for Ad Tracking

Ad blockers are already a digital marketer’s nemesis. Many advertisers see Intelligent Tracking Prevention as a new foe on the horizon, and it is riding into our online ad battlefield with a vengeance. Should you be worried?

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Betty White, a Macalester video, & Univ. of W = Power of Social Media

While social media has gained a lot of ground over the last couple of years, there are still a few skeptics or laggards that haven’t yet realized the power of social media. Here are several awesome examples of just how social media can influence others and move people into action. This would be a good … Continue reading Betty White, a Macalester video, & Univ. of W = Power of Social Media

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CMO Strategy: Making Yourself Indispensable

Fifteen years in consulting have proven one thing to me:  A chief marketing officer can make him or herself invaluable and indispensable to their organization by employing one critical strategy: Implement an annual marketing communications plan. Oh, is that all? Yup.  And it’s both much simpler and much harder than it sounds. Marketing plans may … Continue reading CMO Strategy: Making Yourself Indispensable

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Sell a Product or Build an Image?

A client recently came to us with this problem:  “We invest a boatload every year in advertising, but we aren’t getting enough enrollment growth to make it worthwhile.  How can we improve marketing ROI?” Look, there’s only one justification for marketing that makes any sense and it’s called return on investment. If you’re not achieving … Continue reading Sell a Product or Build an Image?

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Marketing Budget Benchmarks

Since the economic downturn began in late 2008, marketing budgets at many institutions have been slashed.  Cuts of 25% – 30% or more in ad spending have not been unusual at colleges and universities during the past year. Not surprising:  Marketing budgets make tempting targets for CFO’s who need to make tough calls on where … Continue reading Marketing Budget Benchmarks

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Big, Bad, Bold Brands and Why They’re Beautiful

Market positioning is a high-stakes game, part art, part science. Get it wrong and your campaign can go down in flames. Get it right and you’ll occupy a powerful leadership position that will provide competitive advantages for years to come. Those are the issues that higher ed marketers discussed in last week’s Online KnowledgeBuilder on … Continue reading Big, Bad, Bold Brands and Why They’re Beautiful

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