Episode 43: How Students Perceive Social Media Ads and What That Means for Higher Ed Marketers — in the COVID-19 Era and Beyond.
Last fall, Christopher Huebner conducted in-depth interviews with students and asked them about their perceptions and attitudes about social media advertising as they searched for, and evaluated, colleges. Chris was particularly interested in learning how influential — if at all — social advertising was in a student's decision to inquire about, apply to, and ultimately enroll at an institution. On this week's episode, Zach and Chris discuss the outcomes of these interviews and explore the insights that enrollment marketers can garner from this data. Chris spent over four years working in marketing at the University of South Carolina and has recently transitioned to the agency world working as a digital strategist at Cyberwoven (a website strategy, design, and development agency). Among other questions, Chris answers: - What advice do you have for folks who aren’t sure where to start when it comes to planning campaigns for the next 4-6 months? - Before joining the team at Cyberwoven, you worked in marketing at USC for over four years. Were there any particular lessons you learned around working with admissions or faculty that our listeners might garner some wisdom from? - In an article you recently published on Inside Higher Ed you discuss that marketing science shows us that lower share-of-voice costs can be an inexpensive growth opportunity. Can you elaborate on what you mean here for our listeners?
Higher Ed Pulse · Zach Busekrus, Chris Heubner
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