The Educated Marketer

 

Vicky Lynch

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Stories Marketers Are Talking About Today--September 17

by Vicky Lynch | Sep 17, 2018

 

Death by Marketing or a Brilliant Move?

Obviously the hot-button marketing topic of the last few weeks is Nike’s Colin Kaepernick campaign. Since the minute the campaign hit—via tweet from Kaepernick--it has been shared, mocked, picked apart, praised and shamed all over every single social media platform and at every office water-cooler. But love it or hate it, the campaign did what it set out to do. Between September 2 and 4, sales sky-rocketed 31%.

On the heels of the tweet that launched fifty-thousand retweets (okay, 56,000 within a couple hours of being posted), Quinnipac University conducted a poll to test popularity of the ad. They polled 1038 people and found that the majority of American voters approved of the ad—with approximately 67% of voters aged 18-34 in that group—a demographic that makes up two thirds of Nike’s customer base.

 

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Stories Marketers Are Talking About Today--September 4

by Vicky Lynch | Sep 04, 2018

 

Social Media Security Remains King

As we’ve shared on this blog—and seen all over the net—Twitter has been working hard to clean up their act, reducing fake accounts and bots in-an-attempt to stop the spread of fake news. But is it enough?

Twitter CEO, Jack Dorsey, doesn’t think so. He acknowledged this week that the work Twitter has done so far has just been to tackle the surface of the problems the platform faces. In an interview with the Washington Post, Dorsey says he is planning reforms that will affect Twitter’s basic functionality including changing “likes, sharing alternative viewpoints and labeling bots.

 

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Stories Marketers Are Talking About Today--August 15

by Vicky Lynch | Aug 15, 2018

 

The Ad Age of Transparency?

Are we entering an age where transparency and collaboration are key to a successful ad campaign? Many experts think so. After the scandals of the last year where social media platforms were forced to come clean about who they are sharing information with, consumers demand transparency.

In an opinion piece, Chris Wallrap, President of Hill Holiday, suggests that in order to stay competitive, agencies must adapt a high-performance collaborative culture—a place where insiders and clients meet around a table to brainstorm as a team. The thinking behind this? How can an ad agency design ads and campaigns that are honest without also adapting those practices in-house?

 

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Stories Marketers Are Talking About Today--August 1

by Vicky Lynch | Aug 01, 2018

 

Stocks Plunge at Facebook and Twitter

Facebook announced last week that sales growth has slowed, and projects it to continue to stay slow for the remainder of 2018 as they work to provide a higher level of security for users. The result? Stocks plunged 19% and Mark Zuckerberg dropped from #4 on the list of the world’s billionaires all the way down to the #6 spot.

Similar issues over at competitor Twitter. We reported on the Twitter purge in our last newsletter--the platform’s big fake account and spam clean-up that has drastically reduced some celebrities’ followers.

 

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Stories Marketers Are Talking About Today--July 16

by Vicky Lynch | Jul 16, 2018

 

Advertisers: Don’t Fear, Help is Here!

Having the right message, design, ad words and timing across multiple platforms is a HUGE challenge for today’s marketers.

Google wants to help. The company has announced a new suite of machine learning tools, aimed at helping marketers create more effective ads. The new products include responsive search ads, maximum lift for YouTube, local campaigns and smart shopping campaigns. Marketers who tested the services saw a 15% increase in click-throughs.

Facebook wants to help too. The company has announced a new augmented reality feature that allows users to virtually try on items with “just-one-click”. The new feature was designed to give advertisers more bang-for-their-buck on the platform. At launch, the feature is limited to users in the US.

 

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Stories Marketers Are Talking About Today--July 2

by Vicky Lynch | Jul 02, 2018

 

Privacy Continues its Journey Down the Rabbit-Hole

Privacy is making a come-back following the GDPR rules and the Facebook Analytical scandal, right? Not so fast. Turns out we all need to pay a little bit more attention to the new privacy settings.

According to a new consumer advocacy report from the Norwegian Consumer Council, Google and Facebook are misleading European users into sharing more of their personal data than they might like through carefully crafted wording specifically designed to get people to agree to sharing info that the GDPR rules were designed to protect. While this mainly is a concern for those who live in Europe, the implications of major tech companies tricking their customers into sharing information reaches across the pond. Read the full report here.

 

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What About Snapchat for College Recruitment?

by Vicky Lynch | Nov 21, 2017

 |  college recruitment, inbound marketing

At this point, you are probably feeling pretty confident about how to use various social media sites like Facebook, Twitter and Instagram in your inbound marketing efforts.

What about Snapchat?

Snapchat is an app that can be downloaded to an iPhone or android device. The user can then chat with friends through pictures, images and captions. Kind of like texting but with pictures and video. And it’s spread like wildfire.

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Who Are Your Adult Students and How Are You Reaching Them?

by Vicky Lynch | Nov 15, 2017

 |  college recruiting strategies, social media recruiting strategy

According to a 2013 article from the Wall Street Journal, only 29% of all students are traditional students, i.e. they are attending a four-year university full time right after high school and are living on campus. So, we can only assume as tuitions have continued to rise that percentage may be even lower today. Many colleges are finding that having more non-traditional students is helping them battle rising enrollment fees. And in the years to come, catering to these students will likely be the difference between staying open and shutting your doors.

So, how do you reach the new majority of college students? Are there different tactics you need to use to be most effective in boosting adult student enrollment?

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Why Your Website Visitors Aren’t Converting

by Vicky Lynch | Nov 09, 2017

 |  college recruiting strategies, college recruitment plan

Do you ever feel like you are doing everything right in your inbound marketing campaign but you’re just not seeing the results you’d expected?

Your higher education institution is hip to the content marketing game. You know how to build a winning website and blog and how to capture attention via social media channels like Facebook, Twitter and Snapchat. You may have a million unique visitors a month, but definitely not a million prospective applicants a month.

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Freshen Your Inbound Marketing Strategy

by Vicky Lynch | Nov 01, 2017

 |  college recruitment plan, social media recruiting strategy

Fall is a magical time on a college campus. Students are excited to be back and eager to start a new school year, and students and faculty alike have a fresh slate. As the heat of summer weather gives way to crisp fall temperatures, there is just a fresh sense of renewal in the air.

And with all new beginnings, fall is also a great time to take a look at your current marketing strategy, to make sure you are staying relevant. The world of inbound marketing is constantly evolving so you need to be constantly accessing and analyzing your plans just to stay current with your competitors.

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