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Once upon a time in a land far, far away, 250 of the most thoughtful and creative higher education marketers gathered for the annual Carnegie Conference. There was sunshine and fireworks and great food, but our story doesn’t focus on that. In season six of the #CarnegieConf, it all started with gravity and a roller coaster.

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If it seems as though Google is changing all the time, it’s most likely because they are. And Google announced at their Performance Summit this week that we marketers can expect even more changes in the near future. A few of those updates really stood out to us, including expanded text ads and “mobile-first” bidding, both of which could have a significant impact to our digital strategies moving forward.

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Retargeting, in its infancy, was commonly thought of as creepy ads that follow you wherever you go after leaving a website. A constant reminder of that thing you almost bought but didn’t. But that’s so 2009! Retargeting has evolved over the years, and across all industries—including higher education—it remains to be one of the most effective marketing strategies for reinforcing brand and optimizing for conversions.

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All That Glitters Isn’t Gold!

Dec. 15, 2015
1 year, 9 months ago
by Melissa Rekos

In marketing we often get excited when we learn of new ways that technology can help us reach our exact audience with the perfect message at the precise time. These “shiny new toys” open up all kinds of possibilities and allow our imaginations to conjure up the amazing things we will now be able to do. For the most part these new strategies allow us to work smarter, send a clearer message, and collect data in ways we never thought we could. However, what works in some industries—or even with a million-dollar budget—isn’t always right for higher education.

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It’s that time of year. You’re logging into your list sources and running counts and working through the options to get the exact list size you need. From geo to GPA, you are meticulous about the parameters, ensuring that the list you’re targeting is the most optimal prospects for your school.

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