Today, marketing plays a key role in creating inquiries for you to turn into admissions. With newspapers closing up shop in favor of online web papers and with most research today done online, it’s only a matter of time before all media and marketing is digital. However, right now and for the foreseeable future traditional media must take a prominent role in marketing activities.
The AARP recently conducted a study on the usage of internet among midlife and older adults. Their findings while not unexpected clearly highlight the reality we live in. Nearly 68% of the people surveyed age 50 and older do in fact use a computer, either at home or at work. What this means though is that nearly 32% of this important demographic does not use a computer at all, not even at work. So, the time to dedicate all your marketing activities to the digital world is not yet upon us, unless of course you are you willing to neglect a third of your market share completely?
In order to get full value from your marketing campaigns, you need to find the right balance between digital and print media. In some markets traditional media will be prominent and a digital program will supplement it. In other markets digital marketing will take precedence. To determine what balance is correct for your organization, test out your marketing campaigns in both forms; then, most importantly, track the source of inquiries as they come in. After a certain amount of time, you’ll be able to analyze the data and determine what’s working and what’s not, giving you better information to make the appropriate adjustments.