Digital Marketing Strategies: A Mont Rose College Case Study

Introduction: Opportunities & Challenges in Digital Marketing for Mont Rose College

Digital marketing is the marketing strategy that is used by the businesses to make promotion of its brands effectively. It assists the company to connect with the possible customers through the use of internet and number of other digital technology. It is also known as the online marketing as well as e-marketing. The digital marketing aids the businesses to reach the wide range of customers that are located worldwide. The businesses can promote or advertise their product and services with the help of digital marketing all over the world. The report is state about the Mont Rose College of Management and Science. It has two campuses ly Mont Rose House in Gants Hill and Shakespeare House in IIford. There are 1500 students currently studying in the Mont Rose College. The Mont Rose College attracts new students with the help of digital marketing. The report will state about the opportunity and challenges of digital marketing that is faced by the Mont Rose College while attracting the students. It will also cover the tools and techniques of digital marketing as well as their reach, impact and cost. The report will include the digital marketing campaign of the Mont Rose College to increase enrollment by using the SOSTAC model. It will cover the techniques as well as performance metrics of digital marketing. In the end, it will also highlight some recommendations to improve performance in digital marketing.

Opportunities and Challenges Of Digital Marketing

A company that uses digital marketing to promote its business has several opportunities as well as challenges. The opportunities are as under-.

• Wide reach- The opportunity of digital marketing that is enjoyedd by the Mont Rose College is that the college attracts a wide range of students through the use of digital marketing, access to a wide people. In traditional marketing, there is a restriction to the geographical area, but with the help of digital marketing the college reach to large audience and able to attract large number of students.
• Cost Effective- The benefit of digital marketing is that it iscost-effectivee. It helps the Mont Rose College to attract students from the local and international boundaries at a lower cost (Saura, 2021). To promote, the College can use a number of ways, like emails, social media, as it involve low cost as compared to conventional marketing.
• Effective Targeting- digital marketing is advantageous, if the College is not aware about the target audience. The digital marketing allows extracting data to know the audience and use the digital marketing campaign around them. It uses a number of options to target like keywords for SEO, social media information and so more. This makes sure that the campaign access to a right audience so effectively attracts the students.
• Enhanced Engagement-The main opportunity or advantage of digital marketing is that it is helpful in increasing engagement. It is designed to engage, the user can like or save a photo or video and efficiently engage to website of business through a click (Challenges and Opportunities of Digital Marketing, 2024). These aids in build more engaging post that helps in enhance the brand awareness.
• Flexibility- The flexibility is also a one of the main opportunity or advantage of the digital marketing. The business can choose different channel as well as strategy of digital marketing to promote or to attract students. It is flexible as the college can adjust the things, when college gets aware about the things that work for potential audience. The strategies include search engine marketing, social paid ads, video, social media marketing, email marketing and so more.
• Direct advertising- The digital marketing is helpful in doing direct advertising and it is an opportunity for the Mont Rose College. It aids in aware the prospective students about the College. In the times of competition where so much Colleges, it aids the student to choose the best College according to their academic needs as well as the College also able to attract potential students who are looking for best educational opportunities.
• Numerous Content Types- The advantage of digital marketing is that there are different content types that aid in display the organization online. There are several platforms and content types that aids in keeping the brand fresh and to create a good online campaigns (Panda and Mishra, 2022). The Mont Rose College use this to make the people aware about the information of College. It used blogs, Video content, social media post and so more to engage with the intended individuals all over the world.

As the digital marketing has various advantageous, it has lot of challenges as well. It is as follow-

• Competition- The use of digital marketing increases the level of competition among the businesses. When the customer searches for the particular product or service, the business that uses same marketing strategy appears in front of customers. This leads to give a choice to the audience to select an option that is cost effective as well as better quality of other company. This is a loss for a company and also customer lost trust.
• Constraint of Internet access- The digital marketing is dependent thoroughly on internet. In those areas where the internet facility is not reachable then it is a disadvantage (Kapoor, 2022). The Mont Rose College is unable to reach the student who has no proper internet access.
• Changing technology- In this era the technology is changing rapidly, it is a challenge for the Mont Rose College. Technology used by the College to effectively communicate with the potential student so that able to manage the brand online as well as grab the attention of students. It is challenging for the College as there are frequent changes in the technology and the College has to make effort, time and money to adopt changes like new tools, platforms and emerging trend. To overcome this challenge, the Mont Rose College should invest on training and technology so that able to increase the growth of team, it leads to effectively adopt the changing technology.
• Data Privacy- The data privacy is a increasing concern for the businesses now-a-days. The digital marketing is highly developed and innovatory, to promote the business, it collects the data of the potential audience. The data is used for personalized advertisement for the target audience, but it increases the concern of the privacy, if the data leaked the personal information of the people may use for the wrong purpose. Thus, it is a challenge for the Mont Rose College to keep protects the data of potential students. To overcome this, the College should adopt digital security measures.
• Budget Limitation- The budget limitation is a challenge of digital marketing as it is quite expensive. This limitation impacts the Mont Rose College to access the prospective students and to launch a marketing campaign. The financial limitation is barrier to used high-quality marketing tools, limits the reach on paid platforms of advertising and impact the quality of material of marketing (Dewi and Cangara, 2023). The Mont Rose College face this challenge as it need to balance the strategies of marketing with limited resource. To overcome this, the College needs to identify the cost of digital marketing tools. For example, content marketing is cost- effective, by making relevant content College can attract and retain student's leads to increase enrollment.

Key Digital Tools And Techniques

The digital marketing tools and techniques refer to an online application that aids a marketing team to implement a productive strategy so that able to promote the product as well as services. The Mont Rose College use different kind of digital tools and techniques to promote its College as well as to grab the attention of students who are looking for the good educational opportunities (Peter and Dalla, 2021). It assists the College to access the wide range of prospective students that located at different part of country and other countries.

To attract the students who are seeking for educational opportunities, the Mont Rose College use various tools and techniques including:

• Search Engine Optimization- The search engine optimization also know SEO is a process of enhancing the Mont rose College website to increase the visibility on Google, Microsoft Bing as well as another search engine (Fadli, Lestari and Putri, 2023). The SEO make use of keywords and some internal and external links and rank the website of Mont Rose College higher on search engine so that the students who want to take admission in good College find the information.
• Social Media Marketing- The social media marketing refers to the use of digital technology or digital platforms to share the information, idea with the help of virtual network. The Mont Rose College uses the social media marketing to attract the students to take admission in the College. To target the potential audience or student, the college uses various social platforms like Facebook, Instagram, Twitter and so more. The college put images, videos as well as relevant information of the college regarding academic information, college faculties, different courses and other information (Li, Larimo and Leonidou, 2021). Through this marketing tool the College effectively reaches to the wide number of student. If the potential student finds the information of College best then they share the information to the other student on social media. This helps the college in engaging more students and to enhance brand reputation.
• Content Marketing- The content marketing is a marketing strategy that emphasis on building and distributing a relevant, important and compatible content to attract a target audience. The content marketing assists the Mont Rose College in attracting as well as retaining the audience by sharing an applicable and relevant articles, videos and podcast (Digital Marketing Tools,2024). This leads to increase the awareness of the college in the mind of student so when the student want to take admission in the college, this relevant information through marketing help the student to make the right choice. The Mont Rose College by using content marketing can create Good-quality content that includes academic information, article related to education, college education philosophy on the College website leads to engage more students.
• Pay-Per-Click Marketing- PPC marketing is a kind of digital marketing in which the advertiser is liable to pay the fee each time when its aids is clicked by the people. In this, the advertiser only pays when its ad is actually clicked by the people. This marketing tool aids the Mont Rose College to advertise its College and monitoring the performance. It leads to target the wide audience. If the potential students search for a good College then the of the Mont Rose College is appear.
• Video Marketing Method- The video marketing is a well-known technique in the digital marketing. In this the marketing can done through use of You Tube, Animoto and so more. By using this marketing platform the Mont Rose College can improve their online presence, effectively engage with the prospective buyer as well as efficiently communicate with the students regarding College culture, faculties, different courses, opportunities for the career and so more. It is a better idea of marketing because it effectively engage the potential audience by conveying brand.
• Email Marketing- This is a kind of marketing in which the businesses aware their audience related to their product and services. The email marketing is essential for the Mont Rose College to promote the College, create a relationship with the prospective students. This marketing is done by the college using tools like Gmail, Yahoo, Hotmail and so more. With the help of this the College able to creates a brand awareness, boost enrollment and higher student retention.
• Online webinars and events- A webinar means an online seminar that permit the participant that are located worldwide to attend an online event or classroom to share the information. This marketing technique connects the Mont Rose College to the viewers or the students to share the College important information (Peter and Dalla, 2021). Through conducting webinar the College effectively engage the students by delivering lectures, workshops and training sessions, this leads to attract the students and increase the enrollment of College.
• Affiliate marketing- The affiliate marketing is a kind of marketing in which the organization pays money to a person who have large amount of audience such as blogger, social media influencer and so more. In this, the influencer posts a content, image, video containing the information of the organization on their respective channels. This leads to enhance the circulation as more people become aware about the organization. The Mont Rose College through this provides information of the College to students who search for a finest College.

Reach, Impact And Cost Of The Digital Marketing Tools And Techniques

The Mont Rose College use different marketing tools and techniques to reach the wide number of audience but each tool has different advantages and disadvantages as well their reach is also depend on the feature of the tool. Also, the impact and cost of each tool is varying from the other tool. The reach, impact and cost of each tool is as under-

Digital Marketing Campaign

The digital marketing Campaign is an organized planned to promote a service, product as well as brand to a particular audience using digital technology and channels. The campaign is done to attain the objectives of the marketing like to increase website traffic, brand awareness and to grab the attention (Saura, Palos-Sanchez and Rodríguez, 2020). It is important because it permits the organization to be creative and make the organization different from its competitors.

The Mont Rose College is eager to do digital marketing campaign to attract more students towards the College. The Mont Rose wants to expand its working or operation to assists the other categories of the students.

SOSTAC Model

It is a well- known as well as commonly used model for the purpose of marketing as well as for planning of business. The Mont Rose College used it for the marketing of College. It aids the College identify and know the educational environment, student analysis and so more (Irwanto, Murniati and Fauziah, 2021). Through step-by-step process, it helps in making a good marketing plan that help in reach to goal.

SITUATION

• Political- The Mont rose Colleges has to regulate its activities according to rules, regulations of the education policy. The College has to follow these rules while conducting the activities. The College attracts the students while using the digital technologies.
• Economic- The economic factors need to be considered by the Mont Rose College. The economic factor influence the budget of College for introduces digital technology, training and development as well as maintenance of the infrastructure.
• Social- The social factor includes preference, attitude, beliefs and values of the students. Today`s time the student attitude regarding learning is changed. To know this the College conducts events, webinars as well as conduct survey to know the students expectations.
• Technological-The technology factor influence the Mont Rose College. In the time of digitalization, the use of technology increase in each sector especially in education system. The Mont Rose College needs to adopt several digital technologies like multimedia learning, E- learning so that able to enhance digital education in students.
• Legal- The legal factor includes various laws such as data privacy, education laws and so more. The Mont Rose College has to follow the laws so that effectively conduct the education activities.
• Environment- The impact of digital media and technology is affected the environment. The Mont Rose College needs to take action to reduce the electronic waste as well as emission of carbon that negatively impact the society and environment.

SWOT analysis

• Strengths- The Mont Rose College has a strength that it adopt digital technology to attract the students toward the College, it increase the reputation of the College as it use innovative practices. Through this it engage to large number of students within the country and outside the country. With the help of digital technology the Mont Rose effectively teach students related to different faculties.
• Weaknesses- The use of digital technology is new to the staff, therefore the Mont Rose College need to provide training so that effectively use the digital technologies. To use digital technology the College need to invest the financial resource are limited, the College should maintain balance in right manner so that able to take advantage.
• Opportunities- With the help of digital technology, the Mont Rose College has an opportunity to expand its operation by attracting number of students that are searching for nest College. This gives the opportunity to Mont Rose to attract the students that are spread on wide range of geographical area.
• Threats- In digital era, the technology is changing rapidly it is act as a threat for the Mont Rose is required to keep adopting the changes in technology as well as need to furnish training. The dependence of digital technology increase the concern of data privacy, the leakage of data may harm the reputation of College.

OBJECTIVES

• To expand its operation by increasing the number of enrollment by at least 23 % in the next 6 months.
• To make a presence in the digital world by using digital marketing and to increase the traffic on the website of College.
• To increasing traffic through SEO by 13 % till end of April 2024 so that it leads to increase the brand reputation.

STRATEGY

The Mont Rose College gives emphasis on building a solid digital marketing base to grab the attention of the students. To achieve the objective the College uses the digital marketing techniques SEO to rank the institution on number one. Through the articles, content, blogs of the content marketing the College give information to prospective students (Saura, Palos-Sanchez and Rodríguez, 2020.). The College access to students who seeks for the educational opportunities by posting videos, images on social media about the College, this strategy leads the College to grab the attention of students.

Channels

To implement the strategy, the College use various channel such as-

• You Tube- The College use the channel of You Tub to engage with the intended students. For this, a content is create in the form of video in which all important information related to college faculty, opportunities, academic information is include (Tafesse, 2020). Now the student prefers to watch more videos as it contains full information.
• Instagram- As the students are always busy with their phones, so it is a best way to grab the prospective students by use of this social medial channel. For this, the College make content with important information in the form of image, video and post it on this platform.

TACTICS

The Mont Rose College use platforms like You Tub, Face book, Twitter, SEO, video marketing and for this the College hire a expert person to create a content that is effectively engage the student and put on the various platform. This will put to this channel as more students are constantly using this platform than this will help the College to increase the awareness among students regarding the College (Irwanto, Murniati and Fauziah, 2021). The student share this content, image, videos to friends, thus it aids the College to reach the target audience.

Advertising through hiring experts in their respective fields-

• Method- To reach a large number of prospective students the Mont Rose College hires an expert who has a huge presence on the internet as well as big following on You Tub and for SEO hires a SEO expert who aids the College to becomes on rank one whenever search by the potential audience.
• Collaboration- The Mont Rose College do collaboration with experts to build a campaign. In this the expert makes materials, contents that aids in increasing brand exposure, awareness as well as expanding the reach to the prospective students.

ACTION

The Mont Rose College initially hires a person who is expert of SEO to rank the College on top. For content on social media, College firstly decide which kind of content need to post than makes content, post it on social media. The technology is changes, the College also provide timely training to its staff so that able to do effective marketing.

Budget details

CONTROL

The Mont Rose College needs to monitor the performance on monthly basis. With the help of various tools and also by analyzing the number of enrollment increase, traffic on the College website. The College should monitor the activities of user on website also on social media that give an idea about what target audience thinks.

Metrics- To monitor the performance of digital marketing campaign of Mont Rose College, it use KPI means Key Performance Indicators, and it measure the performance in the form of the numbers. It provides an idea to College how close it reaches to its goals (Kaur and Kathuria, 2023). From this, the College able to recognize the strengths and weaknesses as well as it aids in know about the things that marketing campaign performing well or not. Thus, metrics assists in making decisions for better performance.

Techniques And Performance Metrics In Digital Marketing

The digital marketing metrics as well as KPIs are used compute and trace the performance of the digital marketing campaigns. The marketing team uses various platforms and tools to advertise their service but the tracking of result is time-taking and challenging.

Key Performance Indicators

• Click-Through Rate- In this the performance measures from click-through rate means number of potential students that click on ads as compared to those who only see the screen. From this the Mont Rose remains aware about how much students see their ads as well as engage the students (Digital Marketing KPIs to Measure, 2024). Through this the College able to measures the performance and able to know the facts that advertising is generating good attention. More clicks mean more attention.
• Conversion Rate- The conversion rate refers to number of user or visitors that visited the College site. The high rate of conversion means that content is effective. The formula for conversion rate is equal to visits divide by the conversions (Ghahremani-Nahr and Nozari, 2021). For example, if the 5 people out of 100 download the brochure of Mont Rose College than the conversion rate is 5%. It aids the College in monitoring the progress as well as compare the result and see whether it improving or not.
• Return On investment- The return on investment measures the effectiveness on investment of the Mont Rose College in the digital marketing. It presents the percentage of profit and loss to overall investment. It is calculated by dividing the profit by investment and then multiplies it to 100.
• Cost per Acquisition- The CPA is the amount of cost that incurred by the College to get a single student. The cost per acquisition is calculated by dividing the total spending of the campaign by the number of student acquired with the help of campaign (Edeling, Srinivasan and Hanssens, 2021). By measuring the cost regarding to acquire prospective student, aids the College to control the cost.
• Cost Per Lead- The cost per lead provides the idea about the expenses and spending that is done to generate each and every lead. It is compute by using formula like dividing the amount of expend on the marketing by the sum of leads that is generated.

1. Benchmarking

The benchmarking is also a process of analyzing the performance of digital marketing campaign. It is used to differentiate the performance of the brand online to its competitors and aids in optimizing the digital marketing strategies. there are some digital benchmark-

Website Benchmarks

• Website Traffic & Engagement benchmark: In this the performance is measure through the traffic on organization website. It gives the idea about the engaging content of the organization as well as how to enhance and build more from it. It measures the proportion of site traffic that is increase from several digital channels like social media (Vasin et al, 2021). It computes the performance by page views means number of time people interconnect with the website.
• SEO Benchmarks: In this the performance is measured through the rank of the organization on the search engine while using keywords. It taken into account the average time that is taken by the people for viewing the content. It measures the bounce rate means the how frequently user look one page of organization site before moving to other site.

Recommendations To Improve Strategies In Digital Marketing

In current times, digital marketing plays a significance role to promote the activities as well as brand of the organization. As the Mont Rose College use several digital marketing strategies to attract the potential students. The College should improve its digital marketing strategies to more effectively grab the attention of students.

• The one of the most important thing in the digital marketing strategy is data. The data as well as metrics impacts the decision as well as actions of the marketing team. By collecting the proper data the College understands the needs as well as demand of students in a particular subject or faculty (Ivoševi?, 2021). This aids the College in adopting right marketing strategy as well as right channel on which the prospective students spending their time, it assists the College in attracting more students.
• The College should identify or use different channel or techniques of digital marketing with the use of social media, SEO and other. The College can also use marketing techniques like influence marketing, podcasting, clickable ads and others. This will aids the College to reach more wider audience in the competitive market. Also, the College should first identify the marketing techniques of the competitors.
• The digital marketing is done through use of various digital technologies, to measure the performance, there is a need to use technology and it is changing rapidly. To cope up with this situation as well as to improve digital marketing (Dora, NurAmalina and AuliaRahmi, 2021). The College should furnish training to its staff and employees, this assists in giving better results.
• By using the social media platforms, the College can anticipate the old students to give feedbacks and comments about the Mont Rose College regarding their academic performance, outcomes. It will aid the prospective students to change their perception according to this feedback on social media as large students are connects to this digital platform.

Conclusion

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In conclusion, in the digital age, digital marketing is essential and has a significant role. The digital marketing refers to the marketing of brands, products or services to grab the attention of prospective audience by utilizing the internet as well as other digital technologies. As now all people use various digital platforms so it is easy to attract more peoples through use of digital technology and marketing. The report based on the Mont Rose College that wants to expand its operation. The College used digital marketing to attract the prospective students who look for best College. The report highlighted the opportunities like wide reach, cost effective, effective targeting, engagement, flexibility of the digital marketing that is enjoy by the College. It also covered the challenges such as competition, limitation of internet access, changing technology, data privacy and budget limitation. The report highlighted key tools and techniques used by the Mont Rose College to promote the College. It contains SEO, social medial marketing, content, video, email marketing and so more. The report covered the effectiveness of tools and techniques of the digital marketing in terms of reach as wide access provide information to more people, impacts such as increase traffic, boost enrollment as well as cost in terms of economical or expensive. The report outlined a digital marketing campaign for the Mont Rose College to access a target audience while using SOSTAC Model. It included techniques and performance metrics like KPI and benchmarking and also highlighted recommendations to improve performance in digital marketing.

References

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Online

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