COVID-19 hit a lot of industries and institutions across the world pretty hard, with many having to adopt notable changes in order to adapt. Industries like digital advertising, with its king kong marketing reviews and the like, have gained traction in spite of current global conditions. Others haven’t been as lucky.
Educational institutions in the US have been working on getting students to apply and enrol, and have turned to digital marketing’s increasing clout for that, according to a report from Kivvit, a communications and marketing firm.
Kivvit’s higher ed research team published Higher Education Digital Advertising Trends in the Age of COVID-19 earlier in June 2020, which took a look at the social media advertising done by 416 of the US’s higher education institutions between the 12th of March and the 19th of May. Data was provided by digital advertising tracking firm Pathmatics, and the review also analysed data and content from the advertisement campaigns. Kivvit then used their internal ad performance measurements in order to see what the major ideas and themes were behind the educational institutions’ campaigns.
Kivvit Chief Innovation Officer Zach Silber says that the amount that universities were spending on digital advertising was something that was really noteworthy for them, as a lot of them seem to have opted to embrace digital advertising to make the most of online learning during shutdowns.
The research team noted Western Governors University, a private online university, as one of the biggest examples. The institution nearly quadrupled its Facebook ad expenditures over the course of a year, which is a clear indicator of a strategy.
Higher ed Facebook ad expenditure went up by 7%, compared to the prior year, in the 10-week period studied by the report, with US’s educational institutions spending a total of about $55 million. Average Facebook ad expenditure sat at $131,402 per institution, amounting to an approximate monthly cost of $54,000. Private online universities accounted for the largest increases.
Brick-and-mortar schools also boosted their ad expenditures, with University of Florida, and Purdue promoting their online programs, while UC Berkeley and MIT promoted online tech courses.
Public institutions didn’t up their ad expenditures that much, but they still upped by about the same rate (21%) as the private institutions.
Silber says that the key for institutions is to consider things like king kong marketing reviews; how the people see them and their offerings. Visibility, he notes is the key, and educational institutions need to keep that in mind.