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From the new book, "The Death of Content as King: How a Data Democracy has Revolutionized Marketing." Social media has experienced a once-in-a-century paradigm shift over the past few years as content tactics of yesteryear fail and data-driven strategies have revolutionized the way students interact with platforms. The ever-changing algorithms and diminishing reach of organic content on major platforms will require new framework models and a modern consumer journey that takes advantage of the available data.
-An analysis of what has changed as mature and unicorn platforms have emphasized user-generated content while making institutional content pay-to-play.
-An introduction of a new modern consumer journey that replaces the over hundred-year-old AIDA model and embraces data as the voice of the student with actionable data-driven stages.
-Provide a new data framework model that universities can deploy to find valuable, organizable, targetable, and explainable data across their organization.