Top 10 Emerging Media Trends: #1 The Age of Attribution

Welcome to my blog series, Top 10 Emerging Media Trends. The Datamark Media team and I regularly develop a Top 10 list of practices and findings in the education market to share with our industry peers.Today, we finish this blog series with the #1 emerging media trend. Thank you for following along.

Media Trend #1: The Age of Attribution

The education industry could borrow a few tips from the Brand Marketer’s Guide to Successful Campaigns in taking under consideration the value of the entire media channel mix —- education marketers continue to give ALL credit to the media channel that drove the “last click”.

There are many benefits to implementing an attribution strategy:

  • Online education continues to be a highly considered purchase that may take a consumer months of research and discovery.   Each element of the media mix can impact our target audiences differently — some channels demand immediate attention and a strong call to action, while others lend credibility and build awareness to make your brand stand out.  It is important to know the role each of your marketing channels play in impacting the final decision of your leads.
  • In this prolonged evaluation process there will be numerous communication touch points that impact the outcome of the consumer decision.   There is brand and awareness value in having your logo and other brand assets repeatedly served up across many channels, including education portals, even though they may not be selected, and attribution tracking technology will help education marketers measure this value
  • Display advertising is often overlooked because click-through rates are often less than 1% of impressions delivered. However, display advertising might make a significant contribution to the school’s website traffic and lead volume growth over the next year.   Without attribution tracking software it is hard to measure the true impact of display, thus it is overlooked as a very powerful support medium.

Scott Haslam

Scott Haslam has been with Helix Education for 3 ½ years and has over 8 years of experience in the Higher Education industry. He earned his BA degree in Communications from Brigham Young University.