There is no denying that the education industry has come a long way in the last 50 years. The increasing number of applications from the international students and the introduction of advanced enrollment procedures have forced the marketers in the higher education industry to think of new ways to keep up with the dynamic environment.
As the technology around us continues to evolve, it provides the higher education marketers with the opportunities to stay ahead in the competition. In 2020, when the outbreak of COVID-19 has impacted the whole world, there are several digital marketing trends that are worth considering for higher education marketers.
Artificial intelligence (AI) has already being used in a number of industries to automate the operations. It’s time that the higher education marketers also use this advanced piece of technology to their advantage. The AI has the potential to improve a lot of areas in the higher education industry – starting from enrolment marketing to administrative duties and more.
Experts believe that AI is going to automate a majority of human jobs in the next few years. With that keeping in mind, marketers need to think of ways to incorporate AI in the marketing endeavours in the higher education industry. While AI can help gather information about which students to target, it can also analyze the student behaviors and tell which student needs more help.
Storytelling Across Marketing Channels:
During the COVID-19 crisis, people have become skeptical about the safety and effectiveness of academic institutes. Quite naturally, the students who were thinking of getting admission in higher education institutes are now having second thoughts. Thus, it becomes important to integrate your school’s story across your marketing channels to let people know about your side of the news.
Even though the majority of the schools and universities remain closed during the state of a pandemic, you have the power of social media and the other digital marketing avenues on your side. Provide an authentic story about your institute to connect with the audience emotionally. You can also try to provide informative pieces through email marketing campaigns to reach the students you want to target.
Use of Chatbots:
The AI-powered chatbots have been quite effective in imitating human communication for businesses. They can have a huge impact on higher ed communication as well. While chatbots can answer the queries of students quite effectively, they also remain operational 24×7. You must have already noticed such chatbots on the websites where students can hire essay writers for assistance.
Having such technology for the admission process can help provide the answers regarding application forms, enrollment processes, financial aids, and other tuition-related queries. In other words, they can make the work of digital marketers a lot easier. As machine learning gets smarter over time, you can use them to provide more accurate answers and help improve the customer experience.
While different institutes are trying different ways to market the education programs during this crisis, you need to think of marketing strategies that separate you from the competition. We are talking about personalized marketing, individualized content, and customized emails, and more dynamic websites. Be 2020 or any 10 years down the line, no one ever likes to see content that does not have anything to do with them. Personalization can solve that problem.
When you have AI in your marketing mix, you can use them to determine the student’s behavior and prepare tailored emails or individualized messages on the website based on their likes and interests. Since everyone is in the digital space right now, you need to fulfill the expectations of your current and prospective students with personalized content, as the trend suggests.
Video ads trigger emotional responses. And most marketers are aware of the effectiveness of the well-made video. The higher education industry is not a stranger to such video ads. When a majority of the young people are spending their days consuming digital content on YouTube, Netflix, and other streaming platforms, promoting video ads can impact their decision-making process for the next big stein academics.
You need to understand that YouTube no longer has a monopoly over the video content on today’s date. Now, you need to consider Facebook, Instagram, Snapchat, and even LinkedIn while using video marketing for your higher education courses. And now that most people are under lockdown due to the COVID-19 pandemic, you can simply capture videos on smartphones and create a compelling video ad with the right script.
Digital marketers now have the tools and resources to target the right group of students and communicate more effectively. Even though the past few months have been quite challenging for everyone, you should use this time as an opportunity to connect with more number of students across the world while riding on these latest digital marketing trends. If you can successfully execute the ideas mentioned above, you may be able to stay ahead of your competitors in the post-COVID era.
Author bio: Clara Smith is a senior marketer at a reputed academic institute in the US. she is also associated with Allessaywriter.com, where she serves as an expert essay helper to students at their request. she is also interested in baking when she gets some free time.