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school marketing news

What the next 10 years has in store for school marketers

Posted by Laura Sheahan

What the next 10 years has in store for school marketersThink back to ten years ago, where were you? What were you doing? Are you the same person today? 

Now think about the communications and media landscape and the mammoth changes it has experienced over those same ten years. The web was experiencing growing pains and social networks Facebook and YouTube were not yet in their infancy. Within marcoms, there has been more change in the last decade than probably the previous three decades. So what does the next ten years hold in store for communicators?

Here are our top 10 marcom predictions of what the next 10 years has in store for school marketers:

  1. A seat at the table. Marketing will have a firm seat at the executive table as a primary driver of business strategy. Marketing brings community and market insights to the fore. It is important to develop and refine the ability to create and evaluate those insights and turn them into actionable programs. Unless the strategy is right and clearly defined, tactical programs and investments are unlikely to be effective however creative they might be.
  2. Rather then circulating a blanket message in the hope of reaching your audience, which is what we currently do through advertising, the focus will shift to a more effective way to reach your target audiences and cut through the extra noise, Inbound Marketing.
  3. Brands will no longer interrupt people and force them to be interested; they will attract people to their brand when they are interested through high quality, engaging content.
  4. Outbound Marketing like advertising will be replaced by Inbound Marketing as the most effective way of reaching your target audience.
  5. PR will merge into marketing communications and become completely integrated digitally with marketing and HR.
  6. Mobile will be the most important device. According to Sony Ericsson, by 2017 3G mobile internet will cover 85 percent of the world and half will have 4G coverage. As a brand, it is imperative you now look at what your community want and need, and deliver it in a way that is easily digestible on the tiny screen in their pocket. Up your mobile spend now so you can test and benchmark for the future.
  7. Measurability will focus on reach and outcome delivering a much deeper insight into the level of community engagement.
  8. Behavioural targeting based on tracking community past behaviour will become the key method to guarantee your brand serves up quality, relevant content that your audience is interested in. Check out imageseven’s Inbound Marketing Program for more information.
  9. Deliver exceptional customer service. If you want to remain relevant, you need to think about how you can improve user interaction and user experience and apply it throughout your parent's brand experience, from importation of digital assets and in-store browsing to the use of call centres. You need to think broadly about user experience and designing all parent interactions as a user-experience expert would.
  10. The merge of marketing and technology. We're headed full-speed to a world where a brand experience and a technological one are indistinguishable, where there will be little time and energy for the inefficiencies and mishaps that arise when marketing and IT aren't on the same page. It's pretty clear that in the future every company will be a tech company as parents become more gadget obsessed and marketers deal with tech-enabled tools.

To find out more about inbound marketing, download our free ebook:

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This blog was written by Laura Sheahan

In her role as Strategic Communications Director at imageseven, Laura manages and develops the company’s European business, drives imageseven’s corporate marcoms, and continues to work with many of her clients in Australia from the Emerald Isle. Outside the office, Laura can be found with friends, on a green perfecting her golf swing or tennis serve, trying out Cork’s trending eateries, or checking out the high street.

 

Topics: Education, Inbound marketing, Website, imageseven, School vision, School marketing strategy, School marketing, School Marketing Institute