Tag Archives: social media
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.
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.
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.
Politicians should focus their attention on capturing college students’ votes as this demographic represents huge untapped potential.
Increasing voter turnout among the youth could change the course of an election. In 2012, the youth demographic (18-29) comprised up to 21% of the eligible voter population. Typically, half of the eligible voters in this demographic decline to participate. What this number represents is potential—huge untapped potential.
If you are a politician trying to increase your votes in a local, state, or national election, consider capturing college students’ votes. Studies show that young people who are contacted by an organization or a campaign are more likely to vote. In an election you need all the votes you can muster. In order to get the upper hand over your fellow politicians, it is important to target the college demographic.
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.
College students value genuine companies; maintaining your public image when marketing to students is essential for success.
Let us face it, the youth care about image; from their appearance to their social media profiles, college students pay careful attention in constructing their image. When choosing clothing and accessories, they buy brands that help them cultivate their look. They constantly judge others around them and evaluate their image based on their peers. Facebook is a self promotional tool, just as much as it is a socializing tool.
Public image can impact college advertising campaigns. College students do not react kindly to deception, and they have no fear of challenging your company’s claims if they feel justified. Media Post published an article recently by Bob Garfield, Speak Not Of Love. In Fact, Just Shut Up, explaining the importance of public image: “this is the Relationship Era, characterized for keen public interest in the conduct of brands, not to mention supercharged WOM. In social media, hypocrisy is called out in a heartbeat.”
In order to have a successful college marketing campaign, you must know your audience inside and out.
One of the most important aspects of collegiate marketing is knowing your target audience and the best ways to reach them. With constant technological advances, reaching college students may seem difficult, however, this does not have to be the case. First and foremost, it’s imperative that you know their interests, desires, motivations, and how they like to engage with media. Knowing how college students think and operate will help you create a viable college marketing plan.
Engaging with students in different fund raising techniques—while participating in college marketing— will help foster a bond between your company and the students, creating loyal customers.
Many organizations and student clubs are funded solely by the members or rely on various fund raising techniques to stay afloat. Usually the groups are for a good cause, such as Relay for Life (cancer research), Habitat for Humanity (building affordable housing), Amnesty International (protecting human rights), or environmental clubs. Others organizations cater to students’ interests. Either way, contributing in a small way to these student organizations will help build your company’s image and reputation.