Générez 5x plus de candidats qualifiés
Optimize your visibility is the aim of all higher education institutions and training organizations. They are facing an increasingly competitive market and need to find innovative and profitable ways to attract students to their programs. The adoption of programmatic advertising in their marketing strategy allows target relevant students with engaging messages, broadcast in the right place, at the right time and at the best cost.
Programmatic advertising applied to training
La programmatic advertising refers to the technology that allows the automated purchase of media space on the Internet for advertising purposes. In plain language? These are almost all the inserts and banner ads that you see on many websites.
Programmatic advertising applied to higher education and training organizations automates the dissemination of the school brand, training programs or other communications, on all relevant media environments (social networks, websites and mobile applications).
The advertising format is varied, but most often uses the “Display ads” format, which allows visual ads to be shown, although other newer advertising technologies provide a greater engagement rate. Technology”Native ads“for example, allows you to create visual ads that integrate naturally into 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 reach the landing page (website, registration page, brochure download, events, etc.) in order to perform the desired action, which is most often the completion of a form.
Programmatic challenges for higher education and training
Common needs appear in all the curricula of higher education institutions - private schools, training organizations and universities: the need forincrease the number of registrations, to encourage qualified candidates to consult the websites, promote the reputation of the programs, degrees and certifications, and the lack of visibility of marketing budgets in universities.
One of the biggest challenges higher education institutions face is selecting key performance indicators and knowing how best to consolidate budgets between raising awareness and increasing enrollment, which are often competing goals.
Complexity extends from schools to the students themselves. Prospective students use a large number of research tools and devices in their decision-making process. They're on their smartphones, desktops, laptops, and tablets. Research is done on school websites, search engines, digital brochures and social networks. Not to mention traditional methods such as word-of-mouth, open houses, guided 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 campaign deadlines more complex and significantly longer than in other sectors.
That means it's 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 reputation
Thanks to the programmatic advertising, you promote the brand image as an attractive and modern value proposition. By showcasing the unique message and characteristics of your institution, you stand out and give potential students more reasons to choose you. So it's the brand awareness which is highlighted and valued, always with an identified target, via visual and attractive ads extolling the advantages of joining your school or training course, just about everywhere on the internet.
Increase in the number of applications and registrations
Programmatic advertising allows your communications, schools or training courses to: reach thousands of targeted students, in the right place and at the right time. This logically results in an increase in the number of registrations and an increase in the student qualification rate.
Achievement of passive research students, i.e. 100% of the market
Programmatic advertising makes it possible to capture 100% of the student market, including those in passive research, that is, who are not proactively looking to enroll in a course, training, or event, unlike students in active research. By going to find them all over the web using programmatic advertising, it is possible to display to a potential student a communication that corresponds perfectly to him without even being aware of the existence of it or of the institution that offers it!
Reduced student acquisition costs
The various targeting algorithms doing the “sourcing” work and drastically reducing unnecessary applications, save you considerable time and allow you to focus on the human selection of the best student profiles from among the best applications received. This on-chain optimization therefore allows you to reduce acquisition costs, but also 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 establishment in a targeted manner through automation:
- Identifying relevant students across the web based on the largest HR targeting database (socio-demographic, behavioral and contextual criteria).
- Dissemination of communications in the form of attractive advertising, in the right place and at the right time on the entire web, where your target navigates every day among millions of websites, mobile applications and social networks.
Discover In this case customer how programmatic advertising allowed the University of Namur to increase its reputation and visibility among students.
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