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Survey: Higher Ed Marketers To Increase Online Budgets
12/7/2007
Are higher education marketers doing enough online? A new survey conducted by EducationDynamics (formerly Halyard Education Partners) suggests not. While marketers cite favorable results from online lead generation campaigns, few are allocating significant portions of their marketing budgets to online media. However, this may be changing in the coming year.The survey, "Study of Institutional Goals for Student Recruiting and Retention," found that 42 percent of those participating credited online campaigns for a majority of their qualified leads. Nevertheless, only 35 percent allocate 20 percent or more of their budgets for online marketing. And only 9 percent allocate more than 40 percent of their budgets to online.
However, half of those surveyed said they intend to increase their online marketing budgets in the coming year, and none said they plan to decrease it.
Some of the other findings of the survey included:
- Fifty-five percent said that online communications with parents would be valuable for converting leads;
- Eighty-one percent said social networks would be helpful for enrollment, and 76 percent said these would be useful for retention; and
- Seventy-four percent said they have no way of measuring student cost per start.
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About the author: Dave Nagel is the executive editor for 1105 Media's educational technology online publications and electronic newsletters. He can be reached at dnagel@1105media.com.
Have any additional questions? Want to share your story? Want to pass along a news tip? Contact Dave Nagel, executive editor, at dnagel@1105media.com.
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