MICROSOFT INTRODUCES CLARITY: Microsoft recently announced a new, free, behavior analytics tool called Clarity that is sure to compete with the likes of Google Analytics. At its core, this new tool provides insights into how users are interacting with your website, including engagement metrics, website performance data, and other analytics. Microsoft’s new GDPR-compliant tool will include website session playbacks, heat maps, and an insights dashboard.
Why you should care: Clarity could be a great complement to any enrollment marketer’s tech stack, especially because it includes features that Google Analytics doesn’t currently have. Free session playbacks and heat maps could be a gamechanger for enrollment marketers looking for ways to optimize website pages, identify high session drop offs, and determine high-friction areas.
WHAT IS AD FATIGUE AND HOW CAN YOU CURE IT? Ad fatigue occurs when your audience sees the same versions of your ads too often and they ultimately become disengaged, leading to wasted ad spend. According to HubSpot, the key signs of ad fatigue include lower click through rates, less engagement, and fewer impressions on your ads. If you notice ad campaigns with repeatedly low metrics, there’s a chance your audience could be experiencing ad fatigue.
Why you should care: Digital advertising is not a set-it-and-forget-it marketing tactic. Enrollment marketers should be frequently A/B testing ad copy, images, and headlines. If you think prospective students are experiencing ad fatigue on an ad that's been running consistently the last few months, consider targeting a new look-a-like audience, changing the ad format, or A/B testing a new color scheme.
10 SOCIAL MEDIA TRENDS FOR 2021: Talkwalker and HubSpot recently partnered to interview 70 global experts on their social media predictions for next year. Their findings were compiled into an infographic with the following highlights: Conversational marketing will drive sales; old school marketing (like podcasting) will become the new “new;” and messaging will become more memetic (a focus on more meme-like content). All in all, the research concludes that 78% of consumers want brands to focus on 4 C’s: community, cleanliness, contactless, and compassion.
Why you should care: Enrollment marketers should pay attention to the prediction that conversational marketing will drive sales (or enrolled students). Perhaps it's time to explore building a chatbot (check out our reviews of 4 chatbot tools). You also may want to think about allocating more resources toward improving your social media page management and ensuring that admissions professionals are equipped to handle conversation with prospective students that originate on social media platforms.
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