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Emerging Trends in Higher Ed Digital Marketing

Education Technology Insights | Friday, February 02, 2024

The latest trends in higher ed digital marketing, this resource highlights innovative strategies such as personalized content, virtual experiences, and data analytics to optimize recruitment and engagement in academia.

FREMONT, CA: In this dynamic digital era, staying ahead demands a keen understanding of cutting-edge strategies. From personalized calls-to-action to heightened search engine visibility, this delves into the innovative trends defining the landscape of higher education digital marketing in 2024.

Enhancing Reporting in Google Analytics 4

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New data recording has ceased for nearly all instances of universal analytics, compelling organizations to either transition to an upgraded analytics solution or explore alternative options. The deprecation of universal analytics has led to a rush for organizations to migrate existing goal conversions and reports, potentially resulting in the loss of valuable analytics insights. With the establishment of a new industry standard, it becomes essential to assess the events, conversions, and reports implemented during this transition, ensuring that tracking relevant metrics for schools is accurate and aligned with industry advancements.

Adapting to a Future without Cookies

One of the major browsers announced a test program, which started the process of deactivating third-party cookies for a certain number of users. Google intends to launch this programme for all users in late 2024. Changes have been made to prioritize user privacy, following the lead of others in the business. This presents issues for higher education marketers who want to collect data and successfully target potential students. There is a need to start preparing for the day when it will be increasingly difficult, if not impossible, to target ads at specific individuals in the future.

Developing an AI Policy for the Marketing Team

Higher education marketing teams are being forced to consider the place of generative AI in their digital marketing strategy as AI tools such as chat-based models and other noteworthy technology grow. The use of generative AI for content generation raises ethical questions, especially in light of worries about biases that may be present. When using generative AI, teams are encouraged to consider the consequences of diversity, equity, and inclusion (DEI). Furthermore, the publication of AI-generated content requires careful thought and might require human reviewers. Teams must consider timely engineering training as AI becomes more integrated and whether and how to share AI-generated content.

Incorporating Short-Form Videos in Every Higher Education Marketing Strategy

Campus facilities significantly influence many prospects' enrollment decisions; 64 percent of prospects say that such facilities have an impact on their enrollment decisions. Still, 11 percent of prospective students only use virtual tours since they are unable to see the campus in person. With video content, schools now have an improved chance to interact with potential students who are unable to visit and raise brand awareness. This includes responding to frequently asked questions, delivering in-depth video campus tours, and providing student-led mini-tours.

Short-form video material is more engaging and can be found on a variety of social media platforms. When a video is less than 90 seconds long, over 50 percent of viewers watch the entire thing. In 2024, leveraging short-form videos for awareness and retargeting campaigns on these platforms can effectively reach prospective students' feeds. These brief videos can also serve as gateways to longer, more detailed content.

Integrate Responsive Ads into Higher Education Advertising Strategy

The pieces of the campaign will automatically adapt to the different limits of different devices and platforms with the design of responsive advertisements. It can upload multiple formats, headlines, content, or images for these ads, and the Google display network will dynamically display variations based on the user's platform or device. Multiple headlines, descriptions, and images in responsive display advertisements are associated with a 10 percent increase in conversions at a comparable cost-per-acquisition (CPA), according to available data. Moving from static to adaptable ad units, has experience managing college enrollment marketing campaigns, increased impression volumes, and click-through rates.

Aligning Keyword and Audience PPC Strategies

Although PPC advertisements are well known for their ability to draw in new customers, retargeting to website users after they have interacted with the content has further benefits. Google advertising has enabled remarketing lists for search advertising (RLSA) since 2013, and it has shown to be a very useful tool for optimizing return on investment. But if one target only those who perform these kinds of searches after viewing the MBA program website, the extra money is well worth it as it directs them to more content that will increase conversion. A complementary tool introduced by Google Ads in 2024 is custom intent audiences, enabling the creation of an audience based on search keywords for targeted campaigns on the Google display network. This approach leverages individuals' search history to identify those likely to convert.

Incorporating Personalized CTAs into Higher Education Website

Gathering contact information from potential students via form submissions—such as those about information requests or campus tours—is the first step towards effectively nurturing them. While many schools have several landing pages designed for different audiences, very few go above and above to provide customized forms that are suited to each unique visitor. Schools can strategically deliver relevant messages to visitors and increase the possibility that they would freely provide their information by tracking visitor behavior, such as page views, return visits, and session duration. This method enables a smooth integration with the lead nurturing engine.

Enhancing Search Engine Visibility

Google's featured snippet box led to the direct conclusion of over 57 percent of mobile and 53 percent of desktop queries on the search results page. This box pulls data straight from websites and displays it to consumers on the results page. Securing the featured snippet box is essential to improve brand exposure and combat the drop in organic traffic.

It is advised that marketing teams in higher education work together with SEO specialists to develop content strategies that revolve around prominent keywords and high-volume search inquiries. Making use of keyword research and SEO insights when producing new content or improving already-written material can help achieve featured snippets, improve SERP rankings, and enhance website traffic.

Embracing these innovations enhances brand impact and positions institutions for sustained success and relevance in the ever-changing higher education ecosystem. As it bid farewell to traditional approaches, adopting these trends paves the way for a dynamic future where adaptability and innovation are the cornerstones of successful higher education marketing endeavors.

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