The Case for Mobile Targeting in Higher Education Advertising

The Case for Mobile Targeting in Higher Education Advertising

In recent years, higher education marketing has become increasingly digital. As a result, more and more institutions are leveraging mobile targeting to capture the attention of prospective students. Mobile targeting is a powerful tool that allows marketers to target ads to specific users based on their device, location, and behavior. In this blog post, we’ll explore the benefits of mobile targeting for higher education marketing, and discuss why it should be an integral part of any college or university’s advertising strategy.

The Increasing Dominance of Mobile

Mobile devices have become an essential part of everyday life. From checking emails, to accessing news and entertainment, to managing your finances, mobile devices have made it easier than ever before to stay connected and organized. As such, it’s no surprise that mobile usage has surged in recent years. According to recent data from Statista, over 75% of internet users now access the web from their mobile devices.

In fact, the sheer amount of time spent on mobile devices has grown to the point where it is now surpassing desktop usage. According to a report from eMarketer, in 2020, global adults will spend an average of 3 hours and 43 minutes per day on their mobile phones. This figure is expected to increase over the coming years.

Given this shift towards mobile, it’s no surprise that businesses have had to adjust their strategies to better target mobile audiences. In higher education, institutions must also capitalize on the opportunities presented by mobile in order to reach their target audience.

The Power of Context

Contextual targeting is one of the most powerful tools available to higher education marketers. By focusing on the context of their audiences, marketers can better understand who they are targeting and why. With contextual targeting, marketers can also adjust their advertising messaging to align with the user’s interests, values, and beliefs.

For example, when a student visits a college website and begins researching about the school’s degree offerings, that student’s digital profile can be used to serve up relevant ads for those same programs. This kind of personalization allows marketers to reach students more effectively and efficiently.

By understanding the context in which students consume content, marketers can better target them with messages that will resonate. For example, if students are researching a particular topic online or watching videos about it on YouTube, marketers can use this information to serve them up targeted ads about related topics or products. Additionally, contextual targeting can be used to tailor creative messaging to different devices.

For example, a college could tailor an ad message differently for desktop versus mobile users. For desktop users, an ad could feature content about campus life and available degree programs. For mobile users, however, an ad could focus on the school’s convenient location and competitive tuition rates.

The ability to provide relevant and timely messages based on user context is invaluable. With mobile targeting, higher education ma

rketers have the opportunity to make more informed decisions about how they communicate with their audiences. By understanding user context, they can better engage with their audiences in meaningful ways.

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The Opportunity Cost of Not Mobile Targeting

In an increasingly digital world, mobile devices are becoming the primary means of consuming content. Universities and colleges that are not taking advantage of mobile targeting may be missing out on a critical opportunity to reach potential students.

When it comes to mobile marketing, there are multiple ways for universities and colleges to reach prospective students. Not taking advantage of these mobile channels can mean missing out on significant opportunities for outreach. Mobile-targeted campaigns can be highly effective when it comes to reaching the right audiences. By taking advantage of mobile targeting, institutions can ensure that their ads are being seen by the right people and that they are making the most of their advertising budget.

Furthermore, mobile-targeted campaigns allow institutions to tailor their messaging based on a user’s context. This means that they can ensure that the right messages are being seen by the right audiences at the right times. This level of contextual targeting allows institutions to more effectively communicate their message to prospective students and increase their chances of success.

Finally, not taking advantage of mobile targeting can mean that institutions are missing out on a crucial opportunity to create a positive connection with prospective students. Mobile devices provide an intimate connection with users, allowing for more personalized outreach and engagement. By creating meaningful connections with potential students through mobile campaigns, universities and colleges can stand out from their competitors and create an impactful impression.

Overall, failing to take advantage of mobile targeting can be a costly mistake for universities and colleges. Taking advantage of this powerful form of advertising can open up new opportunities for outreach and increase an institution’s chances of successfully connecting with potential students.

How to Get Started with Mobile Targeting

Mobile targeting is becoming increasingly important for businesses and organizations that want to reach their target audience. As mobile usage continues to grow and more people rely on their phones to access information, mobile targeting provides a great opportunity to connect with potential customers and engage with them in a meaningful way.

The first step to getting started with mobile targeting is to identify the types of devices your target audience is using. Different platforms offer different methods of targeting, so it’s important to understand

This means developing ads and content that looks great on smaller screens and can be easily accessed from a phone or tablet. You also need to consider the type of content that will resonate with your target audience and be sure to optimize it for each platform.

Finally, you need to decide how you want to target your audience. Many platforms offer different types of targeting, such as location-based targeting, demographic targeting, and interest-based targeting. By understanding your audience, you can create more effective campaigns that will reach the right people at the right time.

By taking the time to understand your target audience and create content specifically designed for mobile devices, you can maximize the effectiveness of your mobile advertising campaigns. Mobile targeting can help you reach more people and increase engagement with your brand, so don’t wait any longer – get started today!


Mobile targeting is a powerful tool in higher education advertising, allowing advertisers to reach their desired audience more effectively and efficiently. With the majority of internet usage happening on mobile devices, it makes sense to focus on mobile targeting as part of your higher education advertising strategy. By utilizing context to refine targeting, you can ensure that you’re reaching the most interested prospects while avoiding unnecessary spend. So, if you’re looking to maximize the return on your higher education advertising investment, mobile targeting should be a part of your strategy.