I have been in the higher education sector for over 17 years and unfortunately have continued to see marketers make the same mistakes over and over again. Some of these errors are the fault of foundational business orientation (such as lead evaluation versus quality evaluation), while other mistakes are the results of marketers not fully understanding the technical abilities of today’s digital executions. Further, higher education practitioners are challenged with the changing trend in demographics (Millennials) and user behavior (such as mobile versus desktop).

To remedy these areas of hindrance, I have compiled a list of implementations that can easily be...

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About the Author:

Melissa Lopez currently serves as the CEO and co-founder of Katana https://katana.media/. With over 17 years of experience in digital and traditional advertising, Melissa works to expand and grow Katana’s core vision of enhancing the personalized marketing experience for all consumers our clients partner with to achieve their business goals and objectives. Previous roles also placed her as Vice President of Client Services at Geary LSF Group, Vice President of Client Services at EDU Interactive and as Vice President of Strategic Planning at Castle Advertising. Within each of these roles, Melissa spearheaded the digital marketing lead for various national and global higher educational institutions. She negotiated and directly managed successful partnerships with brick and mortar and online educational institutions, providing executive affiliate lead management, integrated online and offline media planning, performance-based online marketing campaigns, strategic planning and positioning, brand development, direct response advertising initiatives and operational management.