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Technology is Making an Impact on Channel Mix & Performance

June 21, 2016 Kathy Bryan

The Q1 2016 Higher Education Inquiry Generation Review was published this week and clearly depicts how much of an impact technology is having on channel mix and campaign performance. Social media is a prime example. After years of buildup, this channel has come out as a robust inquiry generator with its share of voice up 65% year over year (YOY). The average conversion rate for social media inquiries climbed as well ― up 8% YOY.

Facebook advertising is a significant contributor to the volume growth and winning performance of social media within higher education inquiry generation. According to Akeel Haider, our vice president of audience marketing, “There are four primary factors driving this growth ― incremental native advertising opportunities, adoption by more brands, audience reach and improved targeting and tracking capabilities.”

Click here to download the full report.

Healthy Q1 Volume Suggests Potential Campus-Based Rebound

With volume up 2% year over year, the first quarter of 2016 brought in more volume than any other quarter since Q1 2014. While this suggests the potential for a strong year, it is important to note that this growth is heavily focused on campus-based inquiries. Campus-based volume was up 8% YOY, a meaningful and welcome change from the 5% drop experienced the year prior.

Unfortunately, online programs did not follow the same trajectory. Volume was down 7% YOY, representing the fourth consecutive quarter with a YOY decline. Online inquiries made up only 39% of total volume for Q1 2016 ― down from 43% in Q1 2015 and down from 41% in Q1 2014.

Adapting to External Influences Is Key to Success

External influences, including employment opportunities, technology advancements and media innovations, are playing a significant role in higher education inquiry generation practices and results. The programs most likely to lead to employment are bringing in the most volume and the best conversion rates. And the channels used for generating these inquiries are evolving to accommodate a broader use of mobile devices and social media.

Download the complete Q1 2016 Higher Education Inquiry Generation Review to read more.

About the Author

Kathy Bryan

Kathy Bryan is the Senior Vice President of Corporate Marketing and Communications at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. In this role, Kathy is responsible for all aspects of marketing and communications for DMS and its subsidiary brands. Since its inception, DMS has evolved into an award-winning, full-service performance marketing company demonstrating incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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