“Overwhelmed” is the most common word marketers would use to describe how they feel when they think about managing their brand in today’s rapidly changing digital environment.

1. Marketers are Overwhelmed by the Growing
Demands of Digital Marketing
Slide 1
Marketers are Overwhelmed by the
Growing Demands of Digital Marketing

2. Marketers are Overwhelmed by the Growing
Demands of Digital Marketing
Slide 2
1) Overwhelmed
2) Higher Education – Not So Different
3) Challenges
4) The Moral
Overview
Source: Higher Education Marketing – Marketers are Overwhelmed by the Growing Demands of Digital Marketing

3. Marketers are Overwhelmed by the Growing
Demands of Digital Marketing
Slide 3
 Feeling overwhelmed trying to manage and execute your
digital marketing for your college or university?
 A recent Imedia survey of brand marketers, from across a
broad range of business sectors, found that “overwhelmed”
is the most common word marketers would use to describe
how they feel when they think about managing their brand in
today’s rapidly changing digital environment.
 The survey report described the top three challenges
contributing to this feeling as:
 Lack of expertise and training
 Misaligned organizational structures and processes
 Ingrained legacy practices
1. Overwhelmed
Source: Higher Education Marketing – Marketers are Overwhelmed by the Growing Demands of Digital Marketing

4. Marketers are Overwhelmed by the Growing
Demands of Digital Marketing
Slide 4
 Based on our experience from across a wide range of
colleges and universities, including for-profit, public and
private, I’d suggest that higher ed marketers and their staffs
are faced with exactly the same challenges.
 The following data, from the report’s summary infographic,
could have easily been plucked from a HighEdWeb or
EduWeb conference panel:
 Marketers had highest confidence in more established
strategies like email, websites and SEO. They had the
lowest confidence in newer tactics like mobile, blogs and
video.
2. Higher Education – Not So Different
Source: Higher Education Marketing – Marketers are Overwhelmed by the Growing Demands of Digital Marketing

5. Marketers are Overwhelmed by the Growing
Demands of Digital Marketing
Slide 5
 Marketers felt strongly that their companies were not doing
enough to address digital marketing success factors like:
 Investing to create strong digital content
 Investing to create strong digital platforms
 Hiring internal staff to implement and manage digital tactics
 Hiring internal staff to guide strategy and best practices
 Investing in digital marketing training for employees
 Digital is not integrated enough with traditional offline media
campaigns.
3. Challenges
Source: Higher Education Marketing – Marketers are Overwhelmed by the Growing Demands of Digital Marketing

6. Marketers are Overwhelmed by the Growing
Demands of Digital Marketing
Slide 6
 Even with these prevalent issues and concerns, the survey
goes on to report that the majority of companies are
planning to increase the amount of digital marketing they’re
currently doing.
 Again in these comments, I hear echoes of higher ed, as
digital expands its profile into all marketing segments and
the overall cost effectiveness and track ability of digital
marketing legitimately asserts itself in a school’s marketing
mix.
3. Challenges
Source: Higher Education Marketing – Marketers are Overwhelmed by the Growing Demands of Digital Marketing

7. Marketers are Overwhelmed by the Growing
Demands of Digital Marketing
Slide 7
 So the moral of the story is that marketers from across all
business sectors are pretty much in the same boat.
 Higher ed is not unique with respect to these problems and
challenges, nor in being faced with the challenges of learning how to
grow into the digital marketing space.
 At HEM we create and share informational and educational
resources with the higher ed community to help you expand
your knowledge and skills to better tackle your marketing
challenges.
 Producing these resources is also central to our content strategy to
help us maintain our search rankings and to catch your attention
when you are looking for outside professional services.
 We hope you find them helpful and that you will consider HEM when
you decide to bring in outside resources to help you meet your
emerging marketing challenges.
4. The Moral
Source: Higher Education Marketing – Marketers are Overwhelmed by the Growing Demands of Digital Marketing

8. Marketers are Overwhelmed by the Growing
Demands of Digital Marketing
Slide 8
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