Higher education is changing. Digital marketing viewed as an add-on to traditional marketing strategies is now helping a number of institutions to reach more of smaller, choosier prospect pool of students. Schools that embrace digital marketing strategies and make them a central component of their marketing mix are better placed to achieve more enrollment numbers than the usual. The strategies adopted for higher education marketing are usually search engine optimization, social media management and developing optimized websites. Whatever strategy you use, you will generate enormous tranches of data about your prospects. You will get to know which campaigns are attracting leads for your programs and which are underperforming. In addition to this, modern digital marketing analytics allow for extremely precise targeting of student prospects even before you run a single ad.
Thus, digital marketing plan should be a major focus for any higher education marketing plan. Also the leads and data generated by digital marketing campaigns can be used to refine and guide traditional media strategies, if they are necessary or not.