Can the Lazaridis MBA be its own leader?


Via your classmate Aaron:

If you’re reading this, you’re probably on the internet and using a web browser. Companies may place a JavaScript tag on their website and participate with online ad exchanges through their marketing agency. When you visit that website, a “cookie” is left in your browsing history and the products/services you viewed earlier may show up on another website or social media platform later reminding you about that brand. This process is known as retargeting and is designed to change a “window shopper” into a future “customer” by promoting an offer and an actionable next step to engage that customer with their brand.

Lazaridis MBA participates in ad exchange, however its effectiveness is questionable. As a current student enrolled in the MBA program over the last 3 years, I’ve been targeted by the Lazaridis MBA to “be a leader”, “earn [my] one year full-time MBA in Waterloo”, “earn [my] MBA with CPA, part-time,” or “attend an MBA Information Session.”

How effective are these ads promoting student enrollment when it’s being advertised to existing students?

Moreover, the websites participating on the same ad exchange platform vary from BlogTo, Best Buy, Business Insider, Expedia, and various gossip blogs. Can Lazaridis MBA be a leader in ensuring their ads are placed on websites consistent with their brand? How does purchasing a new TV relate to earning my MBA in Finance? Why if I’m reading about strange things seen on the TTC, I get an ad is encouraging me to earn a Full-Time MBA in Waterloo? Why would reading an article about human rights and the Russian government become a good time to enroll in a full time MBA program?

Brand misalignment is really apparent when two conflicting ad banners are not consistent with each other, for example in the image above, in which the Lazaridis MBA is asking me if I’m a leader, while a Google Ad is asking me if I’m living with a sociopath.

I would argue that Lazaridis MBA needs to revisit their marketing strategies and speak with their agency to confirm that their briefs, concepts, and branding are consistent across all retargeting efforts and to ensure they are getting their return on investment. Perhaps, when the contract is up for renewal, the Laurier MBA marketing team could revise their brief and have a tissue session, so the examples highlighted here don’t continue to happen and devalue the brand.

Curious on how retargeting works on your Facebook account? Check out Marketing Land link below.



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