What’s keeping higher education marketers up at night?
In our 2012 Benchmarking Report (being released next week at APSCU!), we asked schools what were their highest priorities for 2012. We thought we’d give you a sneak peak of what they said.
With over a year since the Department of Education regulations came into effect, it’s clear that schools are definitely less concerned with compliance than they were last year. However, it is not off the radar yet, with compliance monitoring and enforcement remaining a priority for a nearly half (46%) of schools (versus 67% in 2011). Concern with inquiry volume has also decreased somewhat from last year, with only 42% of respondents indicating that it is a priority.
So, if compliance and inquiry volume concerns aren’t what’s keeping higher education marketers up at night, does that mean that they are worry-free in 2012? Not exactly.
This year, schools report that they are still very concerned about increasing inquiry quality, with 85% indicating that it is a priority in 2012. Schools have also shifted priorities and are now focusing more on inquiry analytics than last year. While there are a number of possible reasons for this, one stands out to us. As schools increasingly shift their focus to direct inquiry generation methods, they must find ways to stand out in a highly-competitive market filled with sophisticated affiliate marketers. This requires those schools to become equally sophisticated, and improving inquiry analytics is one effective way to do this.
Like what you see? Want to learn more? Visit us next week at APSCU for the full 2012 Benchmarking Report.
This entry was posted on Tuesday, June 12th, 2012 at 3:56 pm and is filed under Benchmarking Report. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.