Gartner Research

Six Steps for Higher Education CIOs to Succeed With Digital Marketing by Learning From Manufacturing

Published: 02 December 2013

ID: G00258320

Analyst(s): Don Scheibenreif , Jan-Martin Lowendahl , Stephen Smith


Digital marketing represents one of the biggest new opportunities for higher education IT leaders to add value. Here's what a higher education CIO can learn from the consumer goods manufacturing industry when building a road map to deploy and measure an effective digital marketing program.

Table Of Contents


  • View Digital Marketing as a Way to Compete, Not Just Communicate


  • 1. Develop a Road Map for Digital Marketing
  • 2. Understand the Four Digital Marketing Types
  • 3. Align Digital Marketing to the "Customer's" Buying Process
  • 4. Establish a Digital Marketing Competency Center
  • 5. Make Measurement an Integral Part of the Process
  • 6. Understand Examples of Digital Marketing Success
    • Example: Using a Website as a Selling Tool
    • Example: Using Crowdsourcing
    • Examples: Contextual Marketing — Mobile Marketing
    • Example: Contextual Marketing — Search Marketing
    • Example: Contextual Marketing — Email Marketing
  • IT's Role in Digital Marketing

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