Building Upon Expertise
As you may have read in one of our recent case studies, a client of ours sought assistance in heightening the reach and effectiveness of their University Admissions marketing campaign. We helped them utilizing our new product “Digital Direct Mail”, which focuses online banner advertisements to households based on their IP address. As you may have read, students who received these advertisements were 35% more likely to apply to the university we partnered with, while saving significant dollars in the process. Through this relationship, we saw an area of opportunity to use and improve upon our expertise in multi-channeled marketing campaigns. Specifically, we took tried and true methods used in marketing today like direct mail, popular techniques used in digital marketing, such as behavioral analytics, predictive modeling, and IP triangulation, and packaged these with our unique offering “Digital Direct Mail”. Our improvements did not end here. We also partnered with the provider of a new digital platform that significantly amplifies our ability to assess and respond to students’ interactions with universities’ marketing efforts. We call this convergence of marketing efforts, old and new, “Enrollment Fuel”. In this post I will further explain the technology underlying the e-marketing aspects of Enrollment Fuel.
The technology governing the digital side of Enrollment Fuel is unique because each online user’s activity can be actively recorded and factored into a real-time “score”. Since this “score” is actively responsive, we have the ability to infer an individual’s interest at an unprecedented level. Let us further explore why this technology is truly innovative.
Actively Responsive “Brain”
A modern (well-developed) digital marketing campaign typically consists of four important systems with distinct yet necessary roles. Firstly, the Customer Relationship Management (CRM) system’s role is to capture relevant details about customers, and their inferred interests, based on their interactions. Meanwhile, the Enterprise Resource Planning (ERP) system’s role is to utilize information provided by the CRM and turn it into usable data for businesses to use in order to generate sales. A company that uses both of these tools would have the ability to provide personalized advertisements based on what the user has viewed. At first glance this combination seems effective; our platform, however, has the ability to actively integrate these two tools using a responsive “brain” that forms these systems into an interconnected and responsive whole. This artificial intelligent brain has the ability to communicate between the CRM and the ERP in order to ensure that what the user is actively engaged in, or not engaged in, is factored into their virtual experience and presentation. Other platforms do not have this “brain” capable of providing truly real-time advertisement experiences. This technology further differs from other digital marketing offerings because it also connects the remaining two important systems: the Content Management System (CMS) and the Marketing Automation system (MA). Since these two systems are also governed by the same artificial intelligence, they too respond and adapt to real-time updates from all systems. The interconnectedness of the CMS is significant because this allows Enrollment Fuel the unique ability to, again, actively manage what content is highlighted for an individual on a specific website through reorder or removal of items declining in popularity. This active systemic communication provides Enrollment Fuel’s CMS a truly unmatched ability to deliver actively changing one-to-one content management, as well as overall unbiased content sorting. Lastly, when used under Enrollment Fuel’s operating platform, the Marketing Automation (MA) system can also actively respond to new data, and offers the ability to reach consumers after referencing their actively changing “interest score”.
Active Systemic Communication = Saved Time and Money
After assessing some of the nuts and bolts composing Enrollment Fuel, it is clear that our offerings can deliver when it comes to both reaching a specific audience, as well as actively adapting to their changing interest levels. However, at this point one might question: do these improved capabilities really mean that much for universities? The short answer is yes. This is true because, currently, other marketing providers do not have the capability to form their four systems (ERP, CRM, CMS, and MA) into a cohesive and responsive whole. Campaigns that do not have this artificial intelligence need to spend much more money financing the manpower necessary to both assess all of the changing data provided by each system, and also communicate areas of opportunity and weaknesses cross-functionally. Since our technology has the unique capability of forming an active connection between these tools, however, our offerings provide the opportunity to avert these unneeded costs. Therefore, Enrollment Fuel offers universities the improved upon benefits of reaching and responding to prospective students at the individual level, while, simultaneously, minimizing the costs of doing so.
Thank you for taking the time to read this post!
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