Marketing Lessons From the College Admissions Process

I truly feel for the college marketer. Her buyer is notoriously fickle about his preferred method of communication. He has long since rejected paper. Email is perhaps his third or fourth choice – and falling. He prefers to connect via an app. Even this is subject to change. There’s always a new app.

Of course, we’re talking about the 18-year-old high school student, an elusive creature best known for his penchant to hide – at least from adults. In my own home, a kitchen-table...

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