3. It can target specific users
Many universities’ recruitment plans include targeting specific geographic areas, whether domestic or international. Mobile channels offer a host of location-based segmentation options, such as geo-targeting, geofencing and location-specific messaging.
Market segmentation can also be designed based on demographics, including age, years of work experience, education level, test scores, social habits, leisure activities and much more. Typically, look-alike models are built with a specific user profile in mind, eliminating the guesswork in identifying ideal applicants.
All of these user-specific data points can be aggregated to create campaigns that reach only the most important groups of potential applicants. This means that mobile marketing allows universities to interact with candidates in a more personalized way, differentiating their offerings according to what will be most appealing to a specific student.
4. Mobile marketing fuels capacity for international recruiting
Research from the Institute of International Education found that the number of international students attending school in the U.S. has increased by 78 percent in the last decade; as digital strategies for international recruitment are still largely undeveloped, these students are often engaged through indirect channels.
Recruiters continue to spend time and money traveling to meet international candidates rather than investing in digital channels, but it is impossible to identify all of their most qualified applicants this way. Recruiters only spend a short period of time in any given location, and maintaining relationships with potential students after these trips is difficult, making costs disproportionately greater than benefits.
Reaching out to qualified applicants through mobile channels greatly reduces the time and money universities must budget for travel. In meeting students where they already spend a majority of their time—on their devices—recruiters are able to engage prospects in a space that feels comfortable to them, regardless of their physical location.
GMAC reports that 70 percent of full-time MBA programs allocate significant resources to international recruitment, and yet, international recruiting in its current form is both expensive and inefficient. The specialized targeting tools included in mobile marketing provide a solution to the problems created by current recruitment strategies, allowing schools to optimize their international recruitment marketing plans and better engage prospective international students through a less expensive and more successful medium.
In conclusion, look at it from the students’ perspective: they receive overwhelming quantities of recruitment materials throughout their university selection and application process—piles of brochures, dozens of emails and countless flyers from college fairs. Most, if not all of these materials end up in the garbage.
Mobile marketing circumvents this outdated process, allowing universities to reach target groups of students by highlighting program offerings that appeal to specific demographics and preferences.
But most importantly, mobile marketing allows universities to place all of this information exactly where the student wants it to be: on their devices.
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