Measuring how well marketing works in higher education can be tough. There are some common mistakes to watch out for:
Ignoring Long-Term Effects: Many schools look only at how many students sign up right away. They don’t think about how a good brand image or happy alumni might help in the future. For example, a marketing campaign might bring in a lot of students one year, but it’s important to think about how it will affect new students later on.
Not Tracking the Right Data: Using old tools or not paying attention to important numbers can lead to wrong conclusions. Schools should keep an eye on things like how many students ask for information, how many turn into actual students, and how they engage on social media.
Missing Out on Feedback: While it’s important to look at numbers like clicks or applications, it’s also really helpful to hear directly from students. Surveys about how they feel can give deeper understanding.
Not Assigning Credit Correctly: Giving equal praise to all marketing methods can make it hard to tell which ones really work. Using models that show how different marketing efforts connect can give a clearer picture of what helps students enroll.
By keeping these mistakes in mind, higher education marketers can make better plans for reaching students.
Measuring how well marketing works in higher education can be tough. There are some common mistakes to watch out for:
Ignoring Long-Term Effects: Many schools look only at how many students sign up right away. They don’t think about how a good brand image or happy alumni might help in the future. For example, a marketing campaign might bring in a lot of students one year, but it’s important to think about how it will affect new students later on.
Not Tracking the Right Data: Using old tools or not paying attention to important numbers can lead to wrong conclusions. Schools should keep an eye on things like how many students ask for information, how many turn into actual students, and how they engage on social media.
Missing Out on Feedback: While it’s important to look at numbers like clicks or applications, it’s also really helpful to hear directly from students. Surveys about how they feel can give deeper understanding.
Not Assigning Credit Correctly: Giving equal praise to all marketing methods can make it hard to tell which ones really work. Using models that show how different marketing efforts connect can give a clearer picture of what helps students enroll.
By keeping these mistakes in mind, higher education marketers can make better plans for reaching students.