Media Logic's Higher Education E-marketing Survey Finds That E-marketing Strategies Play a Critical Role to Attract Prospective Students and Target Alumni
Media Logic's 2006 Higher Ed E-marketing Survey found that the use of e-marketing strategies among higher education marketers is on the rise and that measurement is the biggest obstacle to seize untapped marketing opportunities. Media Logic's 11-page findings report is available for download at http://www.mlinc.com/surveyresults.
Albany, NY (PRWEB) February 13, 2007 -- The use of e-marketing strategies among higher education marketers is on the rise, according to the new 2006 Higher Ed E-marketing Survey conducted by Media Logic. The survey found that 86 percent of those surveyed say they are using e-marketing strategies and that they play an important role to help colleges and universities attract prospective students, while 62 percent use e-marketing to reach alumni.
Media Logic collected and analyzed data from more than 120 respondents from its internal higher education list, the American Marketing Association Academic Special Interest Group (SIG) and CASE Communications listservs. The goal of the survey was to understand how colleges and universities are currently implementing e-marketing strategies and the challenges and obstacles they face in the e-marketing landscape.
And the Survey Says…
Respondents were asked questions about a broad range of topics from the kinds of e-marketing programs they are conducting to how they are measuring their success. Respondents were categorized according to the different areas of responsibilities, such as recruitment and fundraising. The Media Logic survey found that:
-86 percent of the respondents are using e-marketing in some form in their overall marketing, recruitment and fundraising efforts.
-95 percent have e-mail marketing in place.
-86 percent are using e-marketing to reach prospective students.
-62 percent are using e-marketing to target alumni.
-Less than 50 percent are using e-marketing to reach current students, faculty, community, corporate and other constituents.
-Only 8 percent report innovative uses of alternative channels such as MySpace.com, Facebook.com, YouTube.com or instant messaging to reach their prospective students.
The 2006 Higher Ed E-marketing Survey also found that higher education marketers are using e-marketing strategies to generate interest and cultivate existing relationships, but not to further qualify their prospects. More than 50 percent of respondents use some form of a Web analytics tool for measurement, but only 35 percent are able to determine what content leads visitors to convert on the Web site. Twenty percent are not tracking anything. More than 70 percent of respondents identify obstacles as being an inhibitor to the launch and growth of their recruitment and fundraising campaigns. This brings to light that fact that e-marketing measurement represents an unrealized opportunity for college and universities who are poised to reap the marketing benefits through using this new analytics technology.
Survey Findings and White Paper Now Available
The 11-page findings report also details e-marketing adoption, focus on prospecting, e-mail distribution, alternative channels, measurement, IT/Web support and obstacles to e-marketing. The entire Media Logic 2006 Higher Ed E-marketing Survey: Report on Findings is available for download at http://www.mlinc.com/surveyresults. In addition, Media Logic has written a higher ed-focused e-marketing white paper ─ Excite. Engage. Immerse. Refine: E-marketing Strategies for Higher Education. A complimentary copy of this white paper is available for immediate download upon successful completion of the survey findings registration form, or by visiting http://www.mlinc.com/excite.
"The information we learned in the higher ed e-marketing survey provides valuable insight about the tools and techniques that colleges and universities have at their disposal to optimize performance for recruiting and fundraising efforts," says Mark Kaefer, director of marketing at Media Logic. "E-marketing strategies represent a powerful opportunity to build your brand and improve ROI and will continue to evolve and play an important role in identifying new opportunities for higher education marketers."
About Media Logic
Media Logic is a strategic marketing and communications firm specializing in brand development, revenue generation, marketing planning and integrated communications. Founded in 1984, Media Logic is headquartered in Albany, N.Y. with a West Coast office in Oakland, Calif. With annual capitalized billings in excess of $63 million, the agency provides marketing services for a wide range of industries. Higher education clients include Binghamton University, Hofstra University, Excelsior College, Monmouth University, State University of New York College at Plattsburgh, The Johnson School at Cornell University and Purchase College. Media Logic is ranked by Advertising Age as one of the nation's top 200 advertising agencies. Visit www.mlinc.com for more information.
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