Students are just as diverse as any other consumer segment, but there are some key target points that will capture the attention of many. Follow these three steps to bring your best marketing chops to the table.
Students can be an elusive demographic for marketers. Staying on top of, better yet ahead of, constantly evolving trends is the key to building credibility, gaining trust and staying relevant to the student market. Another challenge in reaching them centers around simply knowing which channel will carry and present your message most effectively.
With this group, the focus should not always be on merely going in for the sale. If you're not right on target, your brand could be putting in a lot of time and effort just to burn bridges and get stuck with a stigma.
A recent survey by eROI looked at how students communicate digitally. The results showed some eye-opening trends and preferences associated with this group. The key for brands that want to build both emotional and rational long-term value with this set of consumers is simple. Follow this three-step strategy to provide the best content at the ideal point of engagement through the most effective channel.
Speak their language
Students, on average, read marketing emails on a "rarely to never" basis, with 61 percent falling into this category. Sounds daunting, right? Maybe, but part of the problem is the lack of segmentation and targeting.
OK, so we've seen that it's important to send the right message through the right channels, but besides email, what channels are students using most? Preferred means of communication for college students are text messaging (37 percent), email (26 percent), social networking IM (15 percent), instant messaging (11 percent) and social networking email (11 percent). Only about 12 percent of students check email on a mobile device. We see mobile device usage increasing; however, it is still not at a mass-adoption rate. Multiple channels, including a combination of social networking, email, and SMS, is key to making an impact on this group. At that point, you can measure effectiveness of each channel to further target the best route for your brand.
When students choose a primary email service, Gmail is the clear favorite. At least 32 percent of all college students surveyed use Gmail as their primary email address, 19 percent use Yahoo, 18 percent use MSN or Hotmail and only about 17 percent use their school email address. If you're looking at marketing to this group through online channels, Google's advertising network is one to seriously consider.
Engage on things that matter to them
Now that you've identified the best channel(s), it's time to fine-tune the message.
Relevancy is more important than ever, considering the amount of spam flooding the average student's inbox. With more than two-thirds of students checking email at least once per day, and 55 percent of those checking more than 3 times per day, there's no doubt that students are aware of the emails that hit their inbox and are looking for those compelling emails that go above and beyond to resonate with them.
Only 16 percent are reading marketing emails on a frequent basis, while 66 percent of students rarely or never take action on marketing emails. Most college students do not feel that companies are effectively speaking to them on a personal level.
Don't try to venture where they don't want you to go. Forcing it is just a waste of resources. If they want it, they'll consume the content, as long as you give them a multitude of options for consumption.
Play up their interests
You've found them, you've got their attention, now what do they get?
The major reasons students take action upon receiving an email are that they are interested in the product (60 percent) or attracted to a special offer (47 percent). Email design is much less of a factor, with only 11 percent of students taking action because of the design of an email. This means that marketers do not do a good job of talking to students as well as marketing their brand and the products they sell.
I've always held the notion that content is king, and design is the icing on the cake. The best design alone will not drive the best results, but it can be a deciding factor in the engagement process. When combined with the right channel, good content can get a lot more attention when presented with a top-notch design.
Ultimately, marketers need to ensure their messages are relevant and take the time to craft emails that truly speak to students. Consider email in your marketing mix to college students, but creating a comprehensive marketing plan that is made up of social networking, email marketing and text messaging is going to be the most effective way to reach your audience and gain mindshare.
Jeff Mills is a director at eROI.