According to this report, mobile queries increased four times over the last year.

Mobile recruitment strategies including optimizing for mobile search, targeting display advertisements on mobile devices, text message utilization, and mobile-driven inbound Pay-Per-Call are all growing rapidly and present a differentiator for schools looking to reach prospective students that are increasingly resistant to legacy media.

There may be seven reasons – or even more – but by all indications schools need to incorporate a comprehensive mobile recruitment strategy soon – or they may be left behind.

Recently there have been a number of great blog posts on the transparency between lead buyers and sellers (For example: this Transparency and Love post at LeadCritic).  I want to add a few thoughts to this issue by discussing the relationship between transparency and transportability in the education space.

One of the things that has always struck me about education versus other verticals is the lack of transportability of leads.  Transportability is a measure of how many buyers can make use of the product being sold.  A market that deals with highly transportable products (like Google keyword clicks) tends to be very efficient because of the number of buyers participating.  A market that deals with non-transportable products (a silent propeller for a submarine – I had to get the Navy reference in) is typically not efficient.

So how does transportability vary across different performance marketing verticals?  To get a sense you can look at three transportability factors: brand, product and geographic transportability.

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Welcome to the CUnet Blog.  This inaugural post marks our first official public contribution to the social media landscape and, over the coming months, we hope you’ll enjoy viewing our perspectives and potentially contributing your own voice to our discussions.

Even though the concept of the corporate blog may not be new, our launch comes at a very unique time in the history of CUnet. Over the past nine months, CUnet has significantly expanded its pool of talent and added a variety of new offerings and services that help our clients’ succeed. CUnet now offers best-in-class services in the areas of mobile marketing, social media, display advertising, pay-per-call telephony, search engine optimization and school operations consulting.

With the introduction of these new services, the size of our company has also grown, requiring the creation of more than 30 new positions that never before existing at CUnet — and we’re still continuing to hire new employees (For those job seekers looking to join us on this adventure, please click here to view our current job openings).

In addition to the growth we have experienced at CUnet, the industry we work in as a whole is about to potentially face significant changes that may affect both educational institutions as well as the marketers that work with them. We seek to provide insightful, helpful information for those who are seeking a fresh, honest perspective about the education landscape.  Whether from our consulting teams, providing tips for marketing more efficiently, or viewpoints from Capitol Hill, we look forward to participating in engaging conversation with our readers.

With all the new talent we have in place, we have decided to make this blog a collaborative effort from all the staff at CUnet, offering fresh perspectives and a variety of opinions.  We hope you will enjoy reading our posts as much as we look forward to creating them.

Matt McLaughlin
President