Category Archives: Social Media Marketing
Aspiring musicians use college marketing to grow fan base and catapult to success. Musicians use college marketing to raise awareness, increase record sales, and promote upcoming concerts and events.
Youth culture influences music trends. This can be seen in the rise in popularity in Electronic Dance Music (EDM) with the Ultra Music Festival boasting over 2 million Facebook fans and attracting over 300,000 attendees, and that’s just one of the popular EDM festivals; the Electric Daisy Carnival in Las Vegas has over 1 million likes on Facebook and also attracts over 300,000 attendees each year.
Here’s a list of 3 common mistakes marketers make when advertising to college students:
1. Thinking Digital Media is the Best Way to Reach College Students
While it’s true college students spend a great deal of time online, digital ads often get ignored. In fact, “82% of Americans ignore online ads . . . . The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%).” Online ads are so prevalent today that they don’t catch the attention of viewers.
2. Not Using Peer-to-Peer Marketing for Social Media Marketing Campaigns
College students are particularly adept at navigating the web and finding exactly what they’re looking for, while filtering out and ignoring ads that get in their way. If you want to use digital media to reach them, you need to think outside the box and come up with innovative ways to reach them online, such as peer-to-peer marketing. In fact, peer recommendations or peer posts related to products, carry significant weight among the college demographic. In fact, “68% of 18-to-34-year-old social media users surveyed were somewhat likely to make a purchase after seeing a friend’s post.” This is much more effective than traditional social media marketing techniques.
This article explores the reasons why only using digital marketing to target college students is a mistake. Other forms of marketing, such as peer-to-peer, event marketing, and sampling promotions, resonate with students. Don’t miss out on these opportunities to connect and engage the college crowd!
Digital Media Plays a Prominent Role in the Lives of Youths
The digital world continually changes the way people communicate and interact with each other, and similarly changes brand-consumer engagement; it plays an integral role in the day-to-day lives of youths. College students and teenagers use the Internet and social media sites as a means of self-expression and self-promotion. It provides them with unprecedented opportunities to showcase their work, thoughts, ideas, passions, and talents, and gives them a chance to connect and engage with people who share the same interests. More and more young people are turning to niche venues and online communities for inspiration, camaraderie, and the hopes of achieving success.
Personal connections matter when marketing to the youth. Use personal connections to actively engage the youth on social media.
There’s no denying that teenagers and college students spend a great deal of time online and that marketers need to advertise digitally. Marketers know that a large portion of the time the youth spend online is spent on social media networks.
Most businesses think that a strong social media marketing strategy requires a combination of banner ads and branded accounts that engage the online community. While it is important to have branded social media accounts with active followers, banner ads do little for businesses.
As I discussed in my previous post, Facebook is losing popularity among the teen demographic. In this post, I’d like to explore how teenagers’ growing disinterest in Facebook affects youth marketing. Piper Jaffray’s 26th annual consumer insights study shows the number of teens that view Facebook as the most popular social media site has declined by 19% in the last year.
However, Facebook remains a prominent player among social media sites, trailing only 3% behind Twitter—the most popular social media site among teens as of Fall 2013—though this number could continue to decline. Just because Facebook is not the most popular social media site among teenagers, does not mean that it is no longer relevant. In fact, “Facebook is by far the most heavily adopted social site, with 94 percent of social media teens reporting they have a profile there.”[i]
Utilize these 5 tips when advertising to college students for a successful college advertising campaign.
- Know the Demographic. This can be highly challenging because the youth and collegiate markets are constantly evolving with the input of new technology and media influences. Something that was popular and hip six months ago may no longer be in. So it is important when advertising to college students to make sure your ad is up to date.
- Utilize Smartphone Technology. Teenagers and college students use their cell phones more than any other demographic. It is important to remember this when advertising to college students. Millennials want the option of using their smartphones to receive mobile coupons and text message advertising from stores. They also want to use their smartphones as a way to scan QR codes and barcodes, as well as a way to look up reviews of your company and product. Try to utilize smartphone technology in your next college advertising campaign.
- Use Facebook and Other Social Networking Sites. According to Digital Buzz Blog, “48% of 18-34 year olds check Facebook when they wake up, with 28% doing so before even getting out of bed. . . .The core 18-24 year old segment is now growing the fastest at 74% year on year.” These statistics show how essential it is to use Facebook as a way of advertising to college students.
- Provide an Incentive. College students are more likely to try your product or visit your establishment if there is an incentive to do so. College students like to feel like they’re getting a good deal. Possible incentives include: providing coupons, having a discount day for college students, holding a contest, distributing product samples, or offering a free trial of your product or service.
- Create an Eye-catching Ad Focused on Them. College students will be more receptive to an ad if it is specifically created for their demographic. They’ll be more responsive to an ad picturing college students versus an ad picturing middle-aged adults. Keep the ad simple and to the point. It is better to be eye-catching and bold, than lengthy and obtuse.
With the vast majority of college students and many businesses linked into social media sites, product placement therein has become a self-perpetuating phenomenon.
Thanks to its immense popularity among college students, online social networking (and the product placement opportunities it affords) offers an extremely cost-effective youth marketing strategy—using the consumers as unwitting advertisers.
Having surpassed 60 billion photos uploaded in February 2011, and with some projecting the number of users to reach 1 billion later in 2012, Facebook serves as an excellent exemplar of how this subtle form of advertising could help advertise to students.
This blog explores the rise of social activism among the youth and why companies should pay attention to this trend when it comes to college marketing.
College students and teens increasingly engage in forms of social activism and are attuned to brands’ involvement with particular causes. Through social networks and online media they learn about world events and societal issues at record speeds. Neil Spencer recently wrote an article, Young Adults: The Future of Social Activism, discussing Millennials behavior when it comes to social activism:
Social media is vastly changing the way students research and evaluate schools—making social media marketing an essential component of the college recruiting process.
As marketers, we inhabit a constantly changing environment. Our job requires the ability to stay up to date with the times, embracing new technologies, anticipating new trends, creating innovative ideas, and taking risks. We cannot afford to wait and see if a technology catches on, as other companies will not. By waiting you risk the momentum and energy a revolutionary idea brings, and the chance to be a part of something new.