Mediaboss Marketing

Salary:43,434 - 50,296Contract Type:Full-time, permanentClosing Date:14-02-2022 12 MiddaySupport/Academic/Management:Support

This is an exciting opportunity to take the next step in a marketing career. Youll bemanaging the day to day operations of the UCB marketing teams, including: digital, social and print marketing; student recruitment and outreach; and communications. Youll lead on creative and engaging marketing campaigns to attract new audiences to UCB, and oversee activities to convert student interest into enrolments.

This is an exciting time to join UCB. Youll have the opportunity to contribute to our marketing and recruitment strategy as we increase our course portfolio, having a significant impact across the institution. Youll be working with a committed team of marketing, admissions and recruitment professionals. Youll work closely with colleagues in the international team, and with academic staff across the university.

UCB is an ambitious and fast-moving institution with a long history, and a fantastic reputation for vocationally-focused education. Were proud of our incredibly diverse student body, and of our unique blend of FE and HE provision. Were looking for someone who can make the most of our existing reputation, and the opportunities that our new partnership with the University of Warwick, and our new course developments, provide for promoting what we offer to our audiences.

Were open to people with a wide range of experience for this role. Most importantly, youll be creative, innovative, and passionate about the value of education. An up to date knowledge of digital and social marketing techniques, and a track record of leading others in putting them into practice will help you to do the job well. Experience of working in education, and an understanding of the HE recruitment cycles would be helpful, but its not essential.

How to apply:

Please provide a detailed CV and covering letter torecruitment@ucb.ac.uk

Closing Date: Monday 14 February 2022 at midday.

Benefits:

Standard information:

UCB is an equal opportunities employer.

All applicants for employment at the University will be expected to demonstrate an understanding of the principles of Safeguarding and the PREVENT agenda in the context of further and higher education.

Click here for job description and person specification

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Deputy Director, Marketing job with UNIVERSITY COLLEGE BIRMINGHAM | 280034 - Times Higher Education (THE)

Maintaining customer loyalty is a crucial responsibility for all businesses. It plays an integral part in fueling revenue and considerably enhances brand image. Increased customer loyalty leads to higher customer retention and acquisition. It is necessary to understand that retention is imperative to long-run business success. Studies show that it takes almost five times more to acquire a customer than retain one.

Customer loyalty also increases profitability, raises upselling and cross-selling opportunities, and creates brand advocates. Loyal customers are also more likely to provide you with honest feedback that you can use to:

However, the question that pops up is how to increase customer loyalty? The answer lies within your marketing strategies. Marketing plays a highly essential role in improving your brands customer loyalty rates. A good marketing plan allows your business to be proactive rather than reactive.

Having such plans also means that your goals are measurable and attainable, resulting in optimal utilization of resources while accelerating other business activities. Nonetheless, to execute such strategies, you must build a team of competent marketers well-versed in conventional marketing gimmicks. So, hire marketers with online marketing credentials or sponsor an MBA online marketing program for your top-performing marketing employees. Within no time, youll have a team of expert marketers ready to boost your customer loyalty.

Now, lets move on to talk about a few marketing strategies that help increase customer loyalty.

Several people argue that email marketing is dying and no longer effective. However, they couldnt be further from the truth. Email marketing is one of the most robust marketing strategies to exist to date. Studies show that 49% of customers receive marketing offers through emails rather than direct mail. Furthermore, almost 87% of marketers use email marketing as part of their marketing strategy and believe it to be exceptionally effective.

Email marketing is an excellent way to boost customer loyalty. However, you must design your emails appropriately and attractively. Personalized content is king these days. An increasing number of customers prefer customized and tailored emails that directly cater to their needs. Also, adding graphics like illustrations can massively increase email click-through rates. Therefore, with loyalty emails, you must always add a personal touch it could be anything as long as it speaks to the audience.

Good customer service is at the heart of customers loyalty to a brand. Youd be surprised to see the rise in your loyal customers number once you make customer service a priority. Repeated studies have shown that most customers associate a brand with their experiences and interactions. They instantly make a judgment based on the staffs behavior and responses.

While in-person customer service is essential, digital customer service counts a lot. Social media has become an indispensable online business forum in this era. Many brands utilize it to conduct business. Therefore, you must be careful about your customer service on your social media handles. Some people might find associating social media with customer service odd. But you must understand that as times progress, customers are becoming more intelligent and vigilant. They keep track of everything, including how quickly you reply to their messages, how politely you converse on text, and how responsive you are to queries.

Today, customer service combines much more than helpful in-store staff. Many other factors have come in and made customer service more crucial than ever, especially for boosting customer loyalty.

Satisfactory experiences get the customer talking about your brand. Word-of-mouth goes a long way, and we cannot stress this fact enough. If you honestly want to build customer loyalty, you must encourage your existing customers to provide feedback and give referrals.

However, only a few customers would be willing to give up their time to provide you with honest feedback. Therefore, it would help to develop creative ideas to encourage feedback. The best solution and encouragement would be to reward your customers for feedback and referrals. These rewards dont have to be something physical. Instead, they could be anything like store credit or discount vouchers. They also dont have to cost your business exponentially. But they must be enough to satisfy a customer.

When customers reshare your posts on their socials or give your brand a special shoutout, you will instantly notice a spike in your digital activity. And that is why customer feedback is imperative.

Improved customer loyalty can help your business succeed to a significant extent. Loyal customers help strengthen your market offerings, are usually less volatile, and are likely to spend more than others. They can also become ambassadors of your company and help promote your products and services.

Customer loyalty is also crucial for polishing the lifetime value of current customers. Furthermore, customer loyalty puts you at a competitive edge by defending your business against competitors. It is well-established that customer loyalty can go a long way, especially with the right marketing tactics.

Read the rest here:
3 Marketing Tactics to Boost Customer Loyalty In 2022 - SociableBlog

Although brands have been leveraging social media to market their products and services for over two decades, there have been major shifts in marketing practices over the past few years. New trends spurred on by the ongoing pandemic and emerging technologies are forcing marketers to continuously update their strategies.

Things are changing fast things are incredibly complex, said Mike Baglietto, the global head of market insights at market research company NetBase Quid, in a recent webinar. Finding these unmet needs and shifts in customer behavior is becoming important for our businesses to succeed. We need to be able to sift through information quickly to find these insights to help drive our strategy.

Unfortunately, traditional methods of social media analysis are no longer working. According to Baglietto, theyre difficult, time-consuming, and no longer work in todays world: This is partly because theres so much data, but also because its siloed in a number of different systems with disjointed workflows.

On top of these fragmented data issues, more and more marketers are searching for the latest insights and technologies to help them prepare for social marketing changes on the horizon. To help with this, here are three of the most important social media trends to look out for in 2022.

There have been so many different changes to ways people are interacting on social channels, said Harvey Raola of NetBase Quid in the same webinar. One of the things weve been seeing as an emerging trend even before Facebook decided to rebrand their corporate entity as Meta is augmented reality.

He added, Before that, we were already seeing these trends in how brands were engaging with potential customers, enabling them to virtually try out their products.

Raola highlighted Ikeas virtual design rooms as an example, which let customers map out the furniture they had in their online inventory using an AR interface. Other big brands, such as Nike, leveraged technologies to allow people to measure their feet and try on shoes virtually.

Brands now have the opportunity to improve customer engagement with new technologies. Here are some VR and other metaverse technologies brands can consider implementing to improve social media interactions:

VR/AR arent the only major trends floating around social spaces. Brands have begun leaning into personalized content more heavily than ever.

Personalization is something that we are all familiar with At the heart of it is delivering content that is relevant to your users, Raola said. They expect their content to be relevant, and that encourages them to engage with you.

Consumers today expect personalized content, especially on their social channels. According to a report from Sprout Social, 61% of consumers expect companies to provide personalized experiences on social media based on previous brand interactions, and 59% expect companies to read and analyze what they post on social media.

However, marketers walk a fine line when it comes to personalizing social media content brands can unwittingly venture into creepy methods of interaction when using data consumers arent aware has been shared. A study conducted by CheetahDigital found that roughly 52% of social media users find ads based on recent shopping experiences from other sites creepy.

The best personalized social content is both highly relevant and based on information users have consented to share with brands. This not only builds consumer trust but also fosters greater levels of engagement with increasingly niche audiences.

When we think about the type of content being talked about and streamed on Facebook and Instagram, most of these are related to peoples interests, Raola said. The ways people are consuming content are becoming extremely niche.

Influencer marketing the process by which brands use external content creators to communicate their messages has grown a lot as a result of the pandemic. More brands have found influencers less scripted styles to be more enticing to consumers.

Influencers continue to be a very important part of what your marketing program should look like, Raola said.

He then referred to an Adweek influencer study, which found that influencer marketing increased ROI companies make roughly $6.50 for every dollar spent. But the benefits go beyond improved profits a survey from Matter Communications found that consumers often trust influencers more than the brands themselves.

The influencers and the clout that they have with their followers go hand-in-hand with the personalization of content and driving engagement, he said. These influencers are not going to be going away anytime soon Influencers are key to being able to unlock better ROI and gaining greater reach within your space.

Marketers that are available to personalize digital interactions through the latest influencing strategies and technologies will have the best chance of succeeding in the wake of social media trends in 2022 and beyond.

Watch this webinar presentation at Digital Marketing Depot.

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3 social media trends impacting marketing in 2022 - MarTech

Although vaccine availability and public adaptation to the pandemic in the U.S. have created more opportunities for on-campus tours in the 202122 academic year, the hunger for digital content among prospective students has not diminished. At Scripps College, the open rate for admission emails has increased, on average, 15percent from last year. And, as the popularity of social media platforms and features such as TikTok and Instagram Reels has shown, high school and college-age users are increasingly watching and sharing videos as a preferred means of communication.

As the higher education landscape becomes more competitive, with a long-predicted decrease in the applicant pool looming, now is the time for colleges and universities to effectively reach prospective students by capitalizing on these trends and meeting students where they are on social media platforms, watching and engaging with video content that can take them beyond the traditional campus tour.

Student consumption of online content continues to increase. As of this year, YouTube had more than two billion users worldwide, while Instagram had more than onebillion, placing both in the top five most popular social media platforms globally. Recent data from social media monitoring software companies shows that YouTubes user base is 72percent female, with its largest number of users aged between 15 and 25. Knowing these data points was a key catalyst to post Explore Scripps on these platforms, where we knew our video posts would be more likely to reach our prospective students.

Pinpointing the distinctive aspects of your campus culture, such as a signature resource program, a standout academic department, a popular extracurricular or a cherished tradition, can help determine what features you should highlight. Visually appealing and authentic experiencesstudy groups gathering outside on a nice day or scholar athletes practicing a sport, for examplealso play well on video, as they show the reality of day-to-day student life. Posting to platforms that prioritize videos and visual aesthetics encourages viewing while also making it easier for admissions offices to share content on their own social media platforms and in their emails to prospective students.

The input and insights of your student body are vital to the planning, execution and success of a video strategy. At Scripps, our interns dont just appear in front of the camerathey attend our brainstorming meetings, help edit content and pitch concepts that highlight the unique aspects of the Scripps experience they wish theyd seen more of during their own college search.

When available, rely on data from a recent survey of students, alums and families to help build your content calendar. For example, survey data showed that students highly value Scrippss place within the Claremont Colleges (5C) consortium and are passionate about diversity, but they want more information about the connection between a liberal arts education and career preparation. As a result, Explore Scripps videos have focused on residential life, community building and resources at Scripps and the 5Cs, including our Career Planning and Resources office and Scripps Communities of Resources and Empowerment, which works to build an inclusive community through social justice programming, as well as STEM research opportunities at our intercollegiate W.M. Keck Science Department.

As with all campus initiatives, if a project is not sustainable, no matter how successful it is, it wont last. Creating a successful videoeven a minute-long video on a small campusrequires time to plan, film and edit. Likewise, scheduling depends on the availability of faculty, students, staff and on-campus spaces. Build relationships with collaborators across campus, create a rubric for the length of time each project should take and set a realistic goal of posting one to two videos each month to maintain a reasonable workload for marketing and communications.

Thus far, on Instagram Reels, our Explore Scripps series has received an average of 900percent more views than our previous Instagram videos, solely through organic reach. By using a data-informed approach that values student perspectives, weve created a series that highlights Scrippss unique characteristics; foregrounds academic and extracurricular resources for prospective students with a variety of affinities, interests and experiences; and increases access to the college for those who may not have the resources for an on-campus visit.

An effective video communications strategy not only meets your audience where they are, it broadens your prospective applicant pool. To build a successful foundation, start with a sustainable schedule, let data and visual aesthetics inform your content strategy, and prioritize the unique stories that will highlight your institution to a new generation of prospective students.

For Scripps College in Claremont, Calif., Rachael Warecki is news and strategic communications specialist, and Jacqueline Legazcue is digital marketing specialist.

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Building a Video Communications Strategy That Works | Call to Action: Marketing and Communications in Higher Education - Inside Higher Ed

Super Bowl

With the Super Bowl coming up, it is important for brands looking to capitalize on football-themed promotions to remember that the terms Super Bowl and Super Sunday are registered trademarks guarded by the National Football League (NFL) more closely than a shutdown corner on a wide receiver.

Because there is a fine line between permissible fair uses of Super Bowl and Super Sunday (e.g., in on-air banter and news and sports reports) and impermissible promotional uses that may infringe the NFLs trademark, here are some guidelines to keep you from going offsides:

Some creative ways that brands have tried to keep both feet in bounds in their promotions include using statements such as The Big Game, The Big One, Gameday, Gametime, The Big Matchup, Footballs Favorite Day; referencing the date of the game (e.g., The February Football Finale), the names of the cities/states of the teams competing in the Super Bowl (e.g., Cincinnati or Kansas City); or making fun of the fact that they are prohibited from mentioning Super Bowl (e.g., by bleeping it out or by saying the game that shall not be mentioned).

The Super Bowl is not the only sports event around the corner that presents marketing opportunities for brands. The 2022 Winter Olympics and Winter Paralympics beginning on February 4th and March 4th, respectively, create an international stage for the best athletes and marketing campaigns. Similar to the NFL, the International Olympic Committee (IOC) and U.S. Olympic & Paralympic Committee (USOPC) have strict rules and guidelines for use of its trademarks, name, and other intellectual property. Both the IOC and USOPC sell sponsorships and licenses for use of their intellectual property. The key to a gold-medal marketing campaign is to stay away from using the well-known symbol comprised of five interlocking circles, the Olympic motto Faster, Higher, Stronger, the term Olympic, Olympian, or Beijing 2022. Use of these symbols, or any other intellectual property or indicia of the IOC or USOPC, without a license will almost inevitably result in cease and desist letters, and even possible statutory and civil damages. Brands can avoid skiing down the slippery slope of Olympic marketing mistakes by disclaiming any affiliation with or sponsorship of the IOC and/or USOPC, recognizing that some names, logos, and trademarks may be off-limits without a license, and ensuring proper use of any third-party intellectual property.

Remember, advertisers literally pay millions of dollars to be associated with the Super Bowl, the Olympics and the Paralympics. Their willingness to pay reflects the substantial commercial goodwill that the NFL, IOC, and USOPC has developed. The NFL, IOC, and USOPC persistently protect their investments by policing unauthorized use of their trademarks.

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Planning a Super Bowl- or Olympics-Themed Marketing Campaign? Quick Tips for Staying in Bounds and Avoiding Disqualification - JD Supra