THE POWER OF VIRTUAL MARKETING
Even though it may not have a postal code, a Web site may be a business
school’s most important piece of real estate when it comes to
sheer marketing power. Much more than an online brochure, a Web
site is the virtual mirror of a physical academic campus, complete
with its mission, personality, and voice. And as a primary point of
contact for hundreds of thousands of potential students, alumni, and executives
around the world, a b-school’s Web site is quickly becoming the main
conveyor of its marketing message.
But while Web sites are among the most powerful marketing tools for
higher education institutions, some schools may not use their sites to the
fullest to convey their branding messages. This may be, in part, because of
their belief that a majority of users are still limited by the slow pace of dial-up
connections. While dial-up connections are still common, schools currently
planning Web site redesigns should consider how quickly slower connections
are being replaced with more efficient broadband lines.
Broadband is now mainstream, with more than 50 percent of the U.S.
market using broadband. That trend holds true globally as well, according to
“World Broadband Statistics,” a quarterly report from U.K.-based research
firm Point Topic. The report found that the number of broadband subscriptions
school’s most important piece of real estate when it comes to
sheer marketing power. Much more than an online brochure, a Web
site is the virtual mirror of a physical academic campus, complete
with its mission, personality, and voice. And as a primary point of
contact for hundreds of thousands of potential students, alumni, and executives
around the world, a b-school’s Web site is quickly becoming the main
conveyor of its marketing message.
But while Web sites are among the most powerful marketing tools for
higher education institutions, some schools may not use their sites to the
fullest to convey their branding messages. This may be, in part, because of
their belief that a majority of users are still limited by the slow pace of dial-up
connections. While dial-up connections are still common, schools currently
planning Web site redesigns should consider how quickly slower connections
are being replaced with more efficient broadband lines.
Broadband is now mainstream, with more than 50 percent of the U.S.
market using broadband. That trend holds true globally as well, according to
“World Broadband Statistics,” a quarterly report from U.K.-based research
firm Point Topic. The report found that the number of broadband subscriptions
worldwide
has
increased
25
percent,
to
190.3
million
in
September
2005
from
152.4
million
in
December
2004,
with
the
Middle
East
and
Africa
showing
the
sharpest
rise
in
broadband
services.
With global broadband use on such a precipitous rise—and Internet users
growing more savvy by the day—it’s more important than ever for a Web site
to capture each visitor’s imagination. Features such as virtual campus tours, student
video diaries, podcasts, and other brands of multimedia can provide users with
has
increased
25
percent,
to
190.3
million
in
September
2005
from
152.4
million
in
December
2004,
with
the
Middle
East
and
Africa
showing
the
sharpest
rise
in
broadband
services.
With global broadband use on such a precipitous rise—and Internet users
growing more savvy by the day—it’s more important than ever for a Web site
to capture each visitor’s imagination. Features such as virtual campus tours, student
video diaries, podcasts, and other brands of multimedia can provide users with
a rich, interactive campus experience, even if they are thousands of miles
away. Schools are continually experimenting with different mixes of these online
elements to ensure their Web sites suit their marketing message perfectly
away. Schools are continually experimenting with different mixes of these online
elements to ensure their Web sites suit their marketing message perfectly
Even though it may not have a postal code, a Web site may be a business
school’s most important piece of real estate when it comes to
sheer marketing power. Much more than an online brochure, a Web
site is the virtual mirror of a physical academic campus, complete
with its mission, personality, and voice. And as a primary point of
contact for hundreds of thousands of potential students, alumni, and executives
around the world, a b-school’s Web site is quickly becoming the main
conveyor of its marketing message.
But while Web sites are among the most powerful marketing tools for
higher education institutions, some schools may not use their sites to the
fullest to convey their branding messages. This may be, in part, because of
their belief that a majority of users are still limited by the slow pace of dial-up
connections. While dial-up connections are still common, schools currently
planning Web site redesigns should consider how quickly slower connections
are being replaced with more efficient broadband lines.
Broadband is now mainstream, with more than 50 percent of the U.S.
market using broadband. That trend holds true globally as well, according to
“World Broadband Statistics,” a quarterly report from U.K.-based research
firm Point Topic. The report found that the number of broadband subscriptions
school’s most important piece of real estate when it comes to
sheer marketing power. Much more than an online brochure, a Web
site is the virtual mirror of a physical academic campus, complete
with its mission, personality, and voice. And as a primary point of
contact for hundreds of thousands of potential students, alumni, and executives
around the world, a b-school’s Web site is quickly becoming the main
conveyor of its marketing message.
But while Web sites are among the most powerful marketing tools for
higher education institutions, some schools may not use their sites to the
fullest to convey their branding messages. This may be, in part, because of
their belief that a majority of users are still limited by the slow pace of dial-up
connections. While dial-up connections are still common, schools currently
planning Web site redesigns should consider how quickly slower connections
are being replaced with more efficient broadband lines.
Broadband is now mainstream, with more than 50 percent of the U.S.
market using broadband. That trend holds true globally as well, according to
“World Broadband Statistics,” a quarterly report from U.K.-based research
firm Point Topic. The report found that the number of broadband subscriptions
worldwide
has
increased
25
percent,
to
190.3
million
in
September
2005
from
152.4
million
in
December
2004,
with
the
Middle
East
and
Africa
showing
the
sharpest
rise
in
broadband
services.
With global broadband use on such a precipitous rise—and Internet users
growing more savvy by the day—it’s more important than ever for a Web site
to capture each visitor’s imagination. Features such as virtual campus tours, student
video diaries, podcasts, and other brands of multimedia can provide users with
has
increased
25
percent,
to
190.3
million
in
September
2005
from
152.4
million
in
December
2004,
with
the
Middle
East
and
Africa
showing
the
sharpest
rise
in
broadband
services.
With global broadband use on such a precipitous rise—and Internet users
growing more savvy by the day—it’s more important than ever for a Web site
to capture each visitor’s imagination. Features such as virtual campus tours, student
video diaries, podcasts, and other brands of multimedia can provide users with
a rich, interactive campus experience, even if they are thousands of miles
away. Schools are continually experimenting with different mixes of these online
elements to ensure their Web sites suit their marketing message perfect
away. Schools are continually experimenting with different mixes of these online
elements to ensure their Web sites suit their marketing message perfect
.
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