Maximizing visibility is the goal of all higher education institutions and training organizations. They face an increasingly competitive environment and must find innovative and cost-effective ways to attract students to their programs. Adopting programmatic advertising as part of their marketing strategy allows them to target relevant students with compelling messages, delivered in the right place, at the right time and at the right cost.
1. What is programmatic advertising?
2. The challenges of programmatic for higher education and training.
3. The benefits of programmatic advertising for higher education and training.
4. Get a free estimate of the outcome of your next recruitment campaign.
Programmatic advertising applied to training
Programmatic advertising refers to the technology that allows the automated purchase of media space on the Internet for advertising purposes. In plain English? It's practically all the inserts and banners you see on many websites.
Programmatic advertising for higher education and training organizations automates the delivery of school branding, training programs or other communications across all relevant media environments (social networks, websites and mobile applications).
The format of the ads is varied but most often uses the "Display ads" format which allows to show visual ads, although other more recent advertising technologies bring a higher rate of engagement. "Native ads" technology for example allows to create visual ads that integrate naturally in their display environment.
Once the right people are targeted with the right message, at the right time and in the right place, they will click on the ad to get to the destination page (website, registration page, brochure download, events, etc.) in order to perform the desired action, which is most often the completion of a form
The challenges of programming for higher education and training
Common needs emerge across all higher education programs - private schools, training organizations and universities: the need to increase enrollment, drive qualified applicants to websites, promote awareness of programs, degrees and certifications, and the lack of visibility of marketing budgets in universities.
One of the biggest challenges facing higher education institutions is selecting key performance indicators and knowing how best to consolidate budgets between outreach and enrollment growth, which are often conflicting goals.
The complexity extends from schools to the students themselves. Prospective students are using a wide range of research tools and devices in their decision-making process. They are on their smartphones, desktops, laptops and tablets. Searches are being conducted on school websites, search engines, digital brochures and social media. Not to mention traditional methods such as word of mouth, open houses, tours and recommendations from those around them.
Some prospective students choose their program months before enrolling, and others make the final decision the day before, making the campaign timeline more complex and significantly longer than in other sectors.
This means that it is more important than ever to deliver the right message to the right student at the right time.
The Benefits of Programmatics for Higher Education and Training
Visibility and notoriety
With programmatic advertising, you deliver the brand image as an attractive and modern value proposition. By highlighting your institution's unique message and features, you stand out and give potential students more reasons to choose you. It is therefore the brand awareness that is highlighted and enhanced, always with an identified target, via visual and attractive ads promoting the advantages of joining your school or your training, all over the internet.
Increase in the number of applications and registrations
Programmatic advertising allows your school or training communications to reach thousands of targeted students at the right place and time. This leads to increased enrollment and higher student completion rates.
Reaching students in passive research, i.e. 100% of the market
Programmatic advertising can capture 100% of the student market, including those who are passively searching, i.e., not proactively looking to enroll in a course, training or event, unlike students who are actively searching. By going out to find them on the entire web thanks to programmatic advertising, it is possible to display to a potential student a communication that corresponds perfectly to him without him even being aware of the existence of this one or of the institution that proposes it!
Reduced student acquisition costs
The various targeting algorithms that do the work of sourcing and drastically reduce useless applications save you considerable time and allow you to concentrate on the human selection of the best student profiles among the best applications received. This chain of optimization allows you to reduce acquisition costs as well as selection costs while optimizing the quality of your student recruitments.
An HR Programmatic automation solution like Seeqle allows schools and training organizations to promote their program and brand in a targeted manner through automation:
Detection of relevant students across the web based on the largest HR targeting database (socio-demographic, behavioral and contextual criteria)
Deliver communications in the form of compelling ads, in the right place at the right time across the entire web, where your target audience is browsing millions of websites, mobile applications and social networks every day.
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