E-Commerce Tactics: Chase What Your Audience Is Looking For

Some old-school higher ed professionals still balk at the idea of incorporating corporate e-commerce tactics into their digital marketing strategies. 

Yet the reality is that plenty of big box brands have become masters of meeting consumers where they are and delivering on their expectations.

In this episode of The Higher Ed Marketer podcast, we dive deep into the world of digital marketing with Kathleen Stockham, Chief Marketing Officer at South College. 

With a background that spans from e-commerce giants like AOL to higher education, Kathleen brings a wealth of knowledge on how to effectively target non-traditional students using innovative digital strategies and e-commerce tactics. 

In this episode, we explore how your school’s marketing team can incorporate e-commerce tactics that go beyond brand awareness.

Leveraging E-Commerce Tactics in Higher Ed

Kathleen’s journey from e-commerce to higher education is nothing short of inspiring. 

With her roots in digital marketing dating back to 1995, Kathleen has seen the evolution of online shopping and customer engagement firsthand. 

At South College, she has successfully transferred this expertise to develop a robust digital marketing strategy tailored to the unique needs of non-traditional students.

I started in e-commerce back in 1995 when nobody had any online experience. I was on the original AOL shopping channel all the way back in the mid-nineties. So that was the first foray into e-commerce tactics. From there I went into several big box retailers, Office Depot, Best Buy, and Verizon.

When I joined South College two years ago, I certainly understood the audience and how to find target audiences and third-party audiences. 

It was a matter of bringing the marketing and the digital expertise and learning a new vertical, which made it incredibly exciting for me.

Here we are two years later, and we are digital native, and we think digitally. 

It’s been nice to be that evangelist to help turn this environment to think, behave, and most importantly, react from a digital-first posture.

Her approach focuses on understanding the diverse needs of potential students—from those seeking commuter programs to professionals pursuing advanced degrees. 

Kathleen emphasizes the importance of being present where and when potential students need the institution most, mirroring the consumer-centric approach of e-commerce tactics.

Segmenting and Personalizing Digital Campaigns

One of the key takeaways from Kathleen’s e-commerce tactics is the importance of segmentation in digital marketing. 

By tailoring campaigns to specific student demographics and stages in their educational journey, South College ensures that its messaging resonates deeply with its audience.

From a marketing perspective, the whole ecosystem [of higher ed] is something that allows us to put a lot of different hooks out in the water. It’s not just, “I sell soap and that’s all you can buy is soap.” I mean, I have so many other things! 

It’s an interesting dynamic within the space that you can catch people at different life cycles of what they need and where they want to go. 

For a lot of our students, they’re making major life changes. Maybe they’re making a career change where they’ve been doing something for 10-15 years and now they want to do something else. 

Or, maybe they want to get a more advanced degree to compete with some of their younger counterparts. 

In some cases, we have students that are in our halls and on our campuses, and they’re the first person in their family to go to college. And that’s even more exciting! 

[All these] different dynamics and [segments] allow us to kind of move and flow. 

Kathleen likens her approach to using a makeup tackle box: “My job as a marketer is to know what recipe of e-commerce tactics I can put together to reach that audience.” 

This might include a mix of digital direct mail, search engine marketing, and social media advertising—each carefully selected to meet the needs of different student segments.

For instance, Kathleen uses a sophisticated attribute-based email system that allows her to target specific groups within South College’s extensive student database. 

Whether reaching out to radiography students in Atlanta or nursing students in Nashville, she can craft personalized messages that speak directly to their unique needs and interests.

Innovative Guerrilla Marketing Tactics

Kathleen also brings a creative flair to her role with guerrilla marketing tactics that extend beyond traditional digital campaigns. 

South College’s presence in community events and the distribution of branded materials are just a few ways they keep the brand top of mind in the communities they serve.

“We work with our community partners and do a lot of community service projects, ensuring our brand is visible and our mission is clear,” Kathleen explains. 

These grassroots efforts are complemented by strong digital strategies, creating a comprehensive marketing approach that effectively engages both online and offline audiences.

The Role of Analytics in Driving Success

Data-driven decision-making is at the core of Kathleen’s e-commerce tactics. 

She spends a significant amount of time analyzing website performance and search queries to understand what prospective students are looking for and where there may be gaps in content.

I spend an inordinate amount of time looking at my analytics, looking at how my website is performing. 

I have a brand new, beautiful website that launched back in February, live now at South College. We created this amazing parametric search bar on the website.

I am studying that site search bar every day because that tells you what people are looking for, and it also tells you what they’re not looking for. 

And I study that list [of search terms]. I print it, and I look at it. I look at how the different terms [like] catalog, tuition [reveal what the visitors are looking for on our website].

This continuous analysis allows Kathleen to refine the college’s digital presence, ensuring that every piece of content is optimized to meet the needs of prospective students.

Competency-Based Education: Meeting the Needs of Modern Learners

A significant part of South College’s offering is its competency-based education (CBE) programs, which provide a flexible, self-paced path to degree completion. 

Kathleen highlights how this model aligns perfectly with the demands of today’s students, particularly working professionals who need to balance education with other responsibilities.

“We’ve customized our programs to fit the lifestyles of our students,” Kathleen notes. “They can go at their own pace, whether they have an hour in the morning or a full weekend to dedicate to their studies.”

The flexibility of CBE, combined with strong digital marketing strategies and e-commerce tactics, makes South College an attractive option for non-traditional students.

Innovating with E-Commerce Tactics

Kathleen’s innovative approach to digital marketing at South College provides a blueprint for how higher education institutions can adapt e-commerce tactics to better engage and serve their students. 

Her emphasis on personalization, data-driven decisions, and community engagement offers valuable lessons for any marketer in the education sector.

As Kathleen advises, “Get out of the boardroom. Go meet your consumers where they are.” 

This hands-on, consumer-first approach is what drives South College’s success and can do the same for you as well.

Listen to our full interview with Kathleen Stockham to get even more insights into:

• The need to understand touchpoints in the student life cycle
• Guerilla marketing tactics that actually move the needle
• Competency-based education that makes students’ lives easier

Super Charge Your Digital Analytics!

Throughout the conversation, Kathleen stressed the importance of having robust, accurate analytics in real-time. 

Having the right reports with the right metrics in your hand is key to being able to pivot and adapt your e-commerce tactics in your higher ed marketing strategy.

At Caylor Solutions, we’ve been working with higher ed institutions like yours for over two decades now to optimize their website design, content, and analytics. 

We also offer CRM training and optimization services to make sure that you’re getting the most out of your CRM investment – whether you’re working with Slate, Element451, or Salesforce.

Contact us today to learn more about how we can help you get the data you need to make the right marketing decisions.

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Featured image via south.edu