Have you met with a successful money manager that didn’t tell you that diversification was a must? The first recommendation a financial advisor typically recommends is diversification. It seems obvious and makes perfect sense, right? Why would any reasonable investor put all their eggs in one basket? They wouldn’t!

So, why do marketers feel they can spend their available advertising budget in one (or maybe two) initiatives?

The number of messages the average consumer is bombarded with is unheard of. The average consumer: reads the paper in the morning, listens to the radio on the way to work, passes a few billboards on the way in to work, fires up their office computer to read their latest RSS feed, checks their email, bookmarks their favorite site, reads the rest of their newspaper online, sends a few Tweets, comments on their favor blog, opens up their mail and the list goes on, and on, and on. And, in many cases, consumers are “consuming” two or more of these initiatives at the same time.

Not only do advertisers need to break through the clutter, they need to make an imprint on consumers in many, many different ways.

The whole idea of “social engagement” or “conversational marketing” is on my mind. (It’s hard not to be when just about everything I read related to advertising or marketing lately is centered on this concept.) It’s fascinating to watch the world of marketing change.

For years we have helped clients implement “socially engaging” campaigns to reach their customers, but the whole notion of social marketing has created a new buzz in marketing.

To quote a quintessential marketing cliché, it’s “top-of-mind” for most marketers. We often get questions about how to implement effective social marketing campaigns. Advertisers say they need to be on Twitter and need help implementing a campaign on Facebook that will result in a “good following,” but they don’t understand WHY it’s important to communicate to their customers through these vehicles. Really — how can you blame them when you see companies from the local gas station to dry cleaners asking customers to follow them on Twitter?

We explain to clients and prospects that it’s not just about adding a social marketing line item to their budget. It should be viewed as a new way of marketing and communicating to customers. Customers have opinions and they want to be heard. Brands that are not willing to listen, engage and respond will end up with unsatisfied customers.

From a personal perspective, when was the last time you made any major buying decision and did not consult a friend, family member or glanced at a network or review site to get information about the product/service you are about to purchase/use? Customers want to be heard and advertisers who are not listening are going to be left questioning why their customers are turned off and their bottom lines are in the red.

It demands realistic expectations.

The power of the Internet has and is bringing about enormous changes in higher education. This is especially true in driving the enrollment of new students. Research has shown that nearly 82 percent of respondents to a special survey began their search for university degree and certificate programs by using various online channels.

As the internet becomes ever more popular and gains credibility, educational institutions are seeking effective ways to market their products online. This allows for a more targeted approach in promoting both online and campus-based programs. Enrollment programs that use online marketing channels are also easier to quantify in terms of success as education marketers pay only for the qualified leads they acquire.

So, it’s a piece of cake. Right? Promote on the Internet and you’re home free. Unfortunately it doesn’t work that way. Just as any skill must be acquired through hard work and the refining of the tools of the trade, so must the skill of online marketing. A case in point is the tale of a major Midwest University spending approximately three million dollars over two years and acquiring only fifteen students!

That’s why EDU Interactive believes it is so important that. as your lead generation partner, we assume responsibility for all aspects of your campaign from strategy through execution, while our partners maintain ownership of leads delivered on a pay-for-performance basis.

EDU Interactive believes that successful online lead generation demands certain critical attributes, and adherence to these will determine the success of a campaign.

ONE: It’s impossible to put too much importance on budgeting. This is where fantasy and reality butt heads. This is the first inning – the first batter – the first pitch! Get this right and the chance for success and realizing expectations come together.

TWO: A campaign strategy tailored to achieve enrollment goals. A strategy that communicates a message of substance. This is where our experience really shines!

THREE: A media plan that leverages a mix of online channels to reach a multitude of highly targeted
candidates and direct this traffic to education programs. A media plan that is negotiated with the client’s
best interest in mind and not the media’s.

FOUR: Apply advanced optimization strategy across these online channels determined by our extensive personal, behavioral, and contextual targeting criteria to make sure we are delivering an on-target message to the right candidates, ensuring a consistent stream of qualified student leads and return on investment.

FIVE: We feel that it is also very important that we verify the quality of all student leads using a highly developed data cleansing process.

SIX: Finally, it is vital to analyze a campaign’s results and provide recommendations for all future campaigns.

So, as you can tell, it is more of an art form than a science. The people of EDU Interactive have devoted countless hours and experienced immeasurable success, and yes failure, too, in an effort to learn what it takes to create and administer a service based on the six principles stated in this article.

Ultimately, it boils down to execution … EDU Interactive’s greatest strength!