Echo Delta 
Keeping communication relevant and personalized throughout the entire decision-making process is a critical objective for higher education recruiters.
But how do we speak authentically to multiple groups of students without it becoming an overwhelming task?
One solution: segmentation and marketing automation.
Imagine you’re at a drive through, hungry and ready to order lunch. An employee comes over the speaker and starts explaining why you should order lunch at their restaurant instead of the one down the street, then demands to know what sauce you want with your nuggets—even though you don’t eat meat!
That wouldn’t make any sense, right? You’ve obviously already chosen this restaurant, so further convincing isn’t necessary. And presuming to know your order before you’ve even uttered a word? Well, that’s just foolish.
When you launch a website, it’s like driving off the lot with a brand-new car. It’s shiny and perfect in that moment, but over time it starts to get worn down. If you ignore routine maintenance long enough, your car will inevitably grind to a halt.
Web developers are familiar with this concept in terms of “technical debt,” the theory that writing easy—rather than reliable—code will create compounding issues for a website further on down the road. Basically, it’s like repairing your car (or your website) with an extravagant amount of duct tape.
Some people think print is dead — that fewer people are printing things and it’s all going digital. But there is still a very large portion of your brand that calls back to traditional elements.
Each month, I get a water filter in the mail from a company called Soma and the packaging is beautiful. The design of the packaging creates an elegant, quality experience. In the end, it doesn’t feel like something you regret buying.
Our sense of touch is really important. It’s one of the first impressions you make with your audience and they’ll notice when things are well thought out. At the end of the day even the smallest details are noticed – from the type of paper you choose to the size and dimension of a printed piece. Maximizing these details will ultimately connect with them.
It’s easy to forget that philosophy and science maintain a symbiotic relationship. SEOs seem to spend a disproportionate amount of time trying to uncover how search engines work and what the engine’s spiders are seeking. We look at the hard-coded facts of the online world. We desperately gather information from past analysis, blending it with present strategy in order to affect future outcomes. We tend to focus on the science of it all. It’s easier to comprehend, easier to target and much easier to measure. We forget to take a step back and look at the larger picture, to practice my favorite aspect of SEO – philosophy.
How does DNS work and why is it such an integral part of all things Internet? Well, when you type a domain name into your browser’s address bar, your Internet service provider’s domain name server translates that domain into an IP address by looking at the website’s domain records. With the resulting IP address, your browser can locate the requested website.
A UTM code is part of a custom URL that allows you to track a source, medium and campaign so you know exactly where your website traffic is coming from. It was originally used in conjunction with Urchin, a web statistics analysis program developed by Urchin Software Company. Google purchased the software in 2005 to grow Urchin’s online product, which we now know as Google Analytics.
So we compose beautifully written, elaborate Facebook posts about branding, strategy, the meaning of life, knowing that this information is important enough for everyone to appreciate and read. I’m terribly sorry to tell you this, but it’s not. It’s too long.
There are a lot of reasons why I’ve come to love advertising. I think one of the biggest might be that the majority of its principles are intuitive.
Understand how (most) humans think and feel, and you’ll understand how to sell them things. And I’m not talking about Dr. Melfi levels of psychological proficiency here – just the basics. Remember, common sense will carry you.
That’s probably because you were rewarded for it. You wrote something like this:
“Temporal and spatial distances collapse into a singular past that impregnates the present.”
(Source: a very retrospectively embarrassing English Lit paper I wrote in college.)
You smiled approvingly at the computer, took another sip of Red Bull and plodded on. But who really wants to read that? Answer: not even your future-self.