Thursday, December 15, 2011

Study: Over Half of Social Media Marketing Ignored

As many as half of all social media marketing campaigns are going unnoticed globally, according to a new study by TNS, a global research consultancy. In fact, in developed markets, 57% of consumers say they don't want to engage with brands via social media, rising to 60% in the U.S., notes Matthew Froggart, TNS chief development officer. As a result, misguided strategies are creating "digital waste" that pollutes social media channels and makes it even harder for branding efforts to be heard. Froggart advises that, while the study found great potential for brand engagement on social media, companies need to more carefully craft their digital campaigns. For more detail, see http://www.tnsglobal.com/news/news-04A0B352BC1F43A49A27338D6BEDC006.aspx

Tuesday, December 13, 2011

Online College Uses Postcards to Rocket Enrollment

Here's an impressive example of direct mail outperforming online for education marketing: Lakewood College, a two-year nonprofit online school, vastly increased its enrollment levels of military-affiliated students with a postcard marketing program this summer. Starting with a 10,000-piece drop in June and following up with 30,000 pieces in July, Lakewood enrolled 300 students, according to Tonya Higgins, president of the 525-student, Lakewood, Ohio-based institution. That compares to just 45 students recruited from the military last year when the school relied on online ads, search and PR. For details on the postcard campaign, see http://chiefmarketer.com/direct/print/school-postcard-effort-makes-enrollments-surge-1026-lar2/?YM_MID=1268168&YM_RID=jan%2540lexinet.net