Category Archives: Social Media Marketing/Digital
Just because school’s out, doesn’t mean you should neglect the college crowd. In fact, summertime is a great time to get ahead of the competition and ready for back to school.
Summer is a great time to launch a college email marketing campaign. You will be able to reach individuals at key transitional stages in life, such as incoming college students or recent college graduates. Being able to select and send emails to new college students is a great opportunity for brands and companies wanting to reach college students early in their collegiate career. It’s also a great time to capture students’ attention before they buy their back-to-school supplies and dorm room essentials.
Geo-targeting delivers ads and coupons to the phones of tech savvy, on-the-go college students. Learn effective ways to advertise to college students using geo-targeting.
3 Effective Ways to Advertise to College Students Using Geo-Targeting
1. Use Real-Time Geo-Targeting to Advertise to Students
If you walk onto any college campus, you will see college students on their phones and many students claim they are addicted to their phones. A study conducted at Baylor University found that students spend 8 to 10 hours daily on their cell phones. This type of media usage means that advertisers must look into effective ways of reaching students through mobile advertising.
Explore effective ways to market to college students that don’t involve social media. See if these college marketing options are right for your brand!
If you visit a college campus, you will notice the majority of college students have their phones in hand or within reach, and many will have laptops and/or tablets out as well. College students are constantly connected; however, that doesn’t mean that social media marketing and online advertising is the only way to reach the college crowd.
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.
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]
The blog explains some of the reasons why Facebook is losing popularity among the teen demographic.
There’s been speculation for a while that teenagers are losing interest in Facebook and Piper Jaffray’s 26th annual consumer insights study, “Taking Stalk with Teens”, supports this claim and shows us just how quickly interest is dwindling among the teen demographic: “The popularity of Facebook is waning among teens with 23% citing it as the most important, down from 33% six months ago and 42% a year ago.” That’s a very steep decline in sucha short period.
Facebook has confirmed that teenagers’ daily usage of Facebook is on the decline. Facebook Chief Financial Officer David Ebersman explains that “analysis on youth engagement in the US reveals that usage of Facebook among US teens overall was stable from Q2 to Q3, but we did see a decrease in daily users, specifically among younger teens.” This shows that despite previous refutes, Facebook is losing ground with teens in the US.
There’s no denying that technology has changed social interaction among the youth. Photographing and documenting have become facets of everyday life. Teenagers and college students’ phones have become extensions of themselves—their link to the world at large. The youth have been spoiled by the internet’s vast information pool; any information they want, they can have in a matter of seconds. They are dependent on the digital world and if their connection is severed they become uncomfortable: “The digital attachment is real. 53% of millennials would rather give up their sense of smell than their laptop or phone.” This startling statistics shows just how important that connection is to them.
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.