University marketers have to develop digital campaigns that operate round-the-clock for students around the globe.
Emma Leech, head of marketing at Nottingham University, is taking part in a panel discussion in Leeds on Friday that will focus on research into how changing HE trends have affected the way marketing directors function. She reflects on the report's findings.
A new report into the effect of increased tuition fees on HE marketing makes interesting reading for those of us on the recruitment front line, as well as for academic leaders interested in understanding an increasingly volatile market.
The report, by Communications Management and Bournemouth University academic Dr Chris Chapleo, touches on everything from budgets to branding. But the most interesting, and potentially explosive, impacts are tucked away in the middle of the document.
Integrated, campaign-based marketing techniques increasingly rely on a strong, supporting social media strategy. Mmm, social media.
Until recently, a bit "newfangled" to be seen as truly strategic, and still too often misunderstood and maligned at senior level, digital has already ushered in what I call the age of Martini marketing. Any time, any place, anywhere.
Just like the strapline for that iconic retro tipple, HE marketing today is 24/7, real-time and global.
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