The Sparkroom Q1 2016 Higher Education Inquiry Generation Review was published this week and clearly depicts how much of an impact technology is having on channel mix and campaign performance. Social media is a prime example. After years of buildup, this channel has come out as a robust inquiry generator with its share of voice up 65% year over year (YOY). The average conversion rate for social media inquiries climbed as well ― up 8% YOY.
Facebook advertising is a significant contributor to the volume growth and winning performance of social media within higher education inquiry generation. According to Akeel Haider, vice president of audience marketing at Sparkroom, “There are four primary factors driving this growth ― incremental native advertising opportunities, adoption by more brands, audience reach and improved targeting and tracking capabilities.”
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