During this crucial period you can employ a number of tactics to reach your application targets:  

1. Data-driven creative

According to McKinsey research, data-driven personalisation delivers five to eight times the ROI on marketing spend and lifts conversions by 10% or more. Clearly the ability to cut through the clutter and be able to engage with applicants both from a prospecting and a retargeting perspective is really powerful. Dynamic creative is where elements such as call-to-actions, messaging and images dynamically change to deliver targeted propositions to applicants on a large scale. For example, using DCO you can retarget highly engaged applicants with relevant messages as they move down the funnel from research and consideration to application and enrolment. As the user moves down, they can be retargeted with specific course information according to their browsing behaviour on site. Download our data-driven creative one pager for more tactics.

2. Attribution

In order to win in today’s competitive educational marketplace, universities must know which marketing channels, tactics and touchpoints are used to best reach target audience groups. In this digital landscape, universities hold a huge amount of rich data, which should be used to precisely segment and target potential students with the highest propensity to convert. Yet if you don’t have the single customer view when it comes to interrogating your data, it’s near impossible. This is where attribution comes in, because you can create a unified view of your applicants through stitching visitor profiles across devices and offline channels, creating audiences in the moment through building audience attributes and taking real-time action based on behaviour.

3. Third-party data

Develop data-driven strategies to identify target audiences and increase the efficiency of your programmatic campaigns by using third-party data. Expand your data pool, and reach students through our integration with the world’s leading data exchange, Lotame. They collect a combination of deterministic and probabilistic data to deliver demographic and interest segmentation.

4. Geo-targeting

Geo-targeting is a powerful way for you to engage with applicants by location at a granular level. Make your budget work harder and go further by building targeted audiences within a specified geography. Focus your campaign around known priority areas, schools and colleges and mirror your outdoor strategy around student interests; music, entertainment or sport by reaching applicants at a physical location during a specified time frame. For example, music festivals, football stadiums e

5. Tapping into China

The beauty of programmatic is you can roll out into less developed markets without an unlimited budget to do so. Universities with a focus to increase Chinese and international applicants can execute programmatic to do all the heavy lifting for them. For example, with invaluable audience insight, bespoke campaign setting capabilities and real-time audience insight across devices, programmatic becomes a very useful channel to deliver overall goals. In China agency trading desks have less media buying power as Chinese brands prefer to work directly with tech vendors, according to Digiday. This is a trend that Admedo has also been seeing within the UK over the last year or so with more and more brands wanting to engage directly with us and take control over their programmatic activity.

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