|
Effective Lead Management In Higher Education Admission
[Full Text]
AUTHOR(S)
Srimathi H, Krishnamoorthy A
KEYWORDS
Lead Generation, Lead Nurturing, Lead Scoring, De-duplication, Predictive analysis, CRM, Content Strategy
ABSTRACT
The higher education institutions face stiff competition in student enrollment, thus make them to think like corporate marketers in lead generation and management. The challenge is on effective branding and proper systems to manage the leads for admission using specific market segments. Lead management systems are the digital tools to increase the promotion performance, reduce the drop-outs in conversion funnel, engage the candidates through monitoring multi-channels and provide relevant information with automated activities. The analytic operations track the lead quality and streamline lead generation. The critical success factor is to increase lead to enrollment. Despite the rapid technological growth, institutions are still making use of manual processes and disintegrated lead life cycle. The study focuses on effective lead management to provide positive performance and enrollment.
REFERENCES
[1] Business Objects, (2003), Marketing analytics for Lead Management, https://mba.americaeconomia.com/sites/mba.americaeconomia.com /files/3d2b_marketing_analytics_for_lead_management_eng.pdf
[2] Deepika, (2018), Lead scoring and Lead Nurturing model, https://www.hansacequity.com/news-knowledge/whitepapers-2/lead-scoring-nurture/
[3] Dhote, T. Jog, Y. Gavade, N. Shrivatsava, G, (2015), “Effectiveness of Digital Marking in Education: An insight into Consumer Perceptions”, Indian Journal of Science and Technology, Vol 8 (S4), PP 200-205,
[4] Demirkan, H., Spohrer, J., and Welser, J. (2016). Digital Innovation and Strategic Transformation. IT Professional, 18(6), 14 - 18. doi:10.1109/MITP.2016.115
[5] Direct Smile, (2014), White paper on Lead Management & Marketing Automation, http://directsmile.com/restimg2/force/template/30/ DirectSmile/w595/h842/Withepaper_Leadmanagement_Engl_2014 .pdf
[6] Hammond, M. and McReynolds, S. (2003), Marketing Analytics for Lead Management : Maximizing the value of Leads, Business Objects, http://the-eye.eu/public/Books/campdivision.com/PDF /Business%20Management%20and%20Finance/Marketing%20 Analytics %20for%20 Lead%20Management.pdf
[7] Lattice, (2013), The evolution form traditional to predictive lead scoring, http://e61c88871f1fbaa6388d-c1e3bb10b0333d7ff7aa972 d61f8c669.r29.cf1.rackcdn.com/Lattice_LE001_EBK_Predictive %20Evolution_Final.pdf
[8] Lang, L., and Pirani, J. (2014). Maximize Institutional Relationships with CRMs. Louisville, CO: EDUCAUSE Center for Analysis and Research. https://library.educause.edu/~/media/files/library/2014 /7/erb1409-pdf.pdf
[9] Michiels I, (2010), Crossing the Chasm with Automated Lead Management, https://www.oracle.com/webfolder/mediaelo qua/ documents/0045-6321-RA-Chasm-Lead-Management-IM-NSP.pdf
[10] Pflaum, S. (2014), “Higher-Ed Marketers: Stop Thinking About Leads and Start Thinking About Students”, The Fathom Knowledge Center, http://www.fathomdelivers.com/blog/higher-ed/higher-ed-marketers-stop-thinking-leads-start-thinking-students/
[11] Quacquarelli Symonds [QS], (2016), “Digital Marketing Trends in Higher Education 2016”, http://www.qs.com /portfolio-items/digital -marketing-trends-higher-education-2016/,
[12] QS, (2018), QS Enrollment solutions, http://info.qs.com/rs/335- VIN-535/ images/QSES%20sales%20pack.pdf
[13] Rooney, M. (2014), “Does social media influence students’ enrollment decisions ?”, http://www.eduventures.com/2014/12/social-media -influence- students-enrollment-decisions/,
[14] Ross, K., (2015),“Digital Marketing: Providing Universities with New opportunities to Recruit Students” http://digitalmarketing magazine.co.uk/articles/digital-marketing-providing-universities-with-new-opportunities-to-recruit-students/217,
[15] Saviance, (2013), “Digital Marketing in Educational Institutions”, A Saviance Technologies Whitepaper, Available at http://saviance .com/whitepapers/DigitalMarketing_in_educational_instituions .pdf ,
[16] Schimmel, K. Motley, D. Racic, S. Marco, G. and Eschenfelder, M. (2010), “The Importance of university web pages in selecting a higher education institution”, Research in higher education Journal
[17] Terry, C (2016), “The role of digital marketing in the higher education sector”, Digital balance ltd., https://slidex.tips/download /the-role-of- digital-marketing -in-the-higher-education-sector
[18] The MX Group, (2017), 10 steps to improve your Lead Management, http://engage.themxgroup.com/rs /215- NFZ-541/images/ebook-10-steps -to-improve-lead-management-process.pdf
|
