Advances and Changes in Digital Behaviour
for
Digital or e-Marketing Communications
Digital technology and education related publishing companies have researched youth markets well to understand their target market and confirm previous industry research around digital behaviour of millennials (plus generations X and Y).
Student Decision Making
Student decision making is a process over time including decisions based on information about course, country then institution, fees, satisfaction, graduate outcomes, destination marketing, security and up to date websites. Accordingly, student engagement through social media SM is important, and students need to be tracked and supported in discovery process through to application and ongoing feedback and analysis (Hobsons, 2014).
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| Social Media and Digital Behaviour in Marketing (Image copyright Pexels) |
Further, according to stakeholders in the SM space, youth including diverse sub-sets is engaged and online whether social media or via mobile, requiring optimism and personality in communications. (FacebookIQ, 2014). Due to this changing technology environment and human computer interaction (HCI), millennials now conduct their ‘information seeking’ differently from the past (Scanlon, 2006).
Market Research of Youth, Social Media and Word of Mouth
Market research concurred with other industry-based reporting, i.e. showed increased use of SM by both consumers and businesses, with former using online for information search and post purchase review (Sensis, 2016). Related, another consumer report cited the need for leveraging of word of mouth WOM and ‘Consumer-Generated Media’ (CGM), suggesting bottom-up strategy has become more important than top down according to advertisers or commissioners (Nielsen, 2009).
Application to International Education Marketing
Additionally, much of the above has been confirmed by other industry research in international education highlighting the need for new ways of doing things. For example, identifying broader ROI KPIs, student led marketing content, mobile focus, skilled human resources and becoming more integrated with agents or distributors including assistance with cooperative digital strategy (Educations Media Group, 2017).
Another viewpoint from international education industry research came up with ‘Myths Busted’, including: admissions is no longer the most important source of information, rankings not so relevant, but SM, mobile and web search are central, Facebook is declining in importance with teens, and institutions must understand the nuances of their target market (Rogers & Stoner, 2015).
Finally, important for institutions to match students’ decision-making and discovery process to have multiple information sources, WOM, peer reviews, course, student body, employment outcomes and warn that sub-optimal university websites and social media can turn prospective candidates away (Karzunina et al., 2016).
The question nowadays should be how does an institution or any business develop, implement and maintain and informed digital or e-marketing strategy according to their clients or customers?
Reference List:
Educations Media Group (2017) International Higher Education Report: Marketing + Recruitment Trends. Available at: https://www.educations.com/file/1055/download (Accessed on: 23/04/2017).
FacebookIQ (2014) Coming of Age on Screens: An in-depth look at teens and young adults around the world. Available at: https://fbinsights.files.wordpress.com/2014/12/comingofageonscreens_whitepaper_120814.pdf (Accessed 03/01/2017).
Hobsons (2014) Beyond the Data: Influencing international student decision making. Available at: http://www.hobsons.com/emea (Accessed: 3/1/2017).
Karzunina, D., Bridgestock L. & Philippou, G (2016) What Matters to International Students: Global Overview. Available at: http://www.qsdigitalsolutions.com/resources/what-matters-to-international-student-global-overview/ (Accessed 03/01/2017).
Nielsen (2009) Nielsen – Global Online Consumer Survey. Available at: http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2009/07/pr_global-study_07709.pdf (Accessed on 07/05/2017).
Rogers, G. & Stoner, M. (2015) Mythbusting Admissions: Where Prospects and Professionals Agree – and Disagree – on Enrollment, Marketing, Messages and Channels. Chegg Enrollment Services. Available at: https://www.uaf.edu/files/provost/MythbustingAdmissions.pdf (Accessed on 23/04/2017).
Scanlon, M. (2006) Information-Seeking Behaviour of Millennials. SLA Annual Conference. Available at: http://sla-divisions.typepad.com/dam_blog/files/Information-Seeking_BehaviorofMillennials.pdf (Accessed on: 23/04/2107).
Sensis (2016) Sensis Social Media Report 2016. Available at: https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2016.PDF (Accessed on: 23/04/2017).
