LEVERAGE DATA FROM PROSPECTS WHO VISIT CAMPUS: Do you check store hours, product inventory, and reviews before stepping foot into your favorite retail store? While in store, do you search for coupons, deals and even scroll through social media once or twice? Google discovered that in-store search queries are on the rise, and 50% of shoppers use online video while in store to help inform their final purchase decision. Providing genuinely helpful, relevant information (accessible via a mobile device) to shoppers is crucial to prevent “showrooming”. Google’s study also reaffirms that location targeting for social media advertisements and the use of video are keys for a convenient and smooth shopping experience.
Why you should care: Like in retail stores, prospective students are extremely active on mobile phones while attending your open house or campus tour. Often times, the Google searches they make in these situations start with your school’s name and end with “campus map,” “food options,” “dorms,” “faculty,” etc. Students, like shoppers, are expecting timely, easy-to-access information about your school, programs, and the surrounding area, all accessible on a mobile phone. A prospective student’s digital experience should be congruent to the stories, images, and experiences they’re living and hearing in the moment at your events.