Many people have written about SEM and/or SEO. Today, I want to offer an outsider's perspective on the industry.
We have spent a good deal of time thinking about Academic Marketing. We have analyzed what it is and discussed its current shortcomings. The final topic to be considered is the importance of academic marketing. Why do it?
Last time, we talked about how a failure to understand an audience's needs and desires can result in useless communication. This time, we'll address a more general point. Academic marketing is often too subtle.
We saw last time that academic marketing tends to poorly understand its true audience. This time, we'll discuss how academic marketing fails to understand motivation to action.
Last time, we finished our review of the state of academic marketing. We concluded that there are three areas missing: an understanding of the audience, an understanding of motivation to action, and directness. This time we will review each of these shortcomings and discuss how to address them.