Not calling for the same 'ol budget

Author: 

Mary Stilen

Every January, I put together my personal budget plan for the year.  I get down to the detail as to when to purchase clothes, wedding and baby gifts, and birthday presents in order to NOT have to eat Ramen Noodles for a month.  Years are different, and my priorities change.  New inventions or life-changing events alter my budget plan, and a monthly re-forecast is necessary.

Do we expect our marketing budgets to be much different?

Over the past five years, higher education institutions have altered annual budget plans drastically.  Online courses are popping up in even the most traditional colleges; hence, marketing efforts are turning in the same direction.  The balance between traditional and digital marketing media is weighing heavily on … our smartphones. In fact, more than 70 percent of smartphone users that see TV, press or online ads follow up with a mobile search.

We’ve been monitoring the growing trend of mobile marketing.  This year especially, we are seeing institutions devote budget to develop their presence on mobile devices by building mobile-specific websites designed for smartphones.  We respond much better to sites that we don’t have to drag around or arrow over (and over) to read at our fingertips.  We only fill out forms and click on links that we can see, and we will only call a number if we don’t have to actually dial it, one that our phone can recognize when we tap it.

Mobile websites, mini sites, landing pages, creative, and content are reworked for what we all carry in our pockets and purses.  What is smart for a phone is becoming essential to generate inquiries and students!

Do not miss this line item in your marketing budget this fiscal year, or you may be eating Ramen Noodles.