Digital Marketing Strategies, Trends & Tactics for 2024 | |
In 2024, the "new" higher education marketing strategies are less about finding the shiny marketing tool and more about finding ways to go deeper into channels by optimizing your existing content to adapt to the changing industry landscape. This year, higher ed marketing strategies need to focus on expanding reach in digital channels by leveraging new audience tools and micro content. 1. Refine Google Analytics 4 Reporting As of January of 2024, nearly all existing instances of Universal Analytics have stopped recording new data, forcing organizations to either upgraded to Google Analytics 4 or move to another analytics solution. The deprecation of Universal Analytics left organizations scrambling to migrate existing goal conversions and reports, many of whom may have lost valuable analytics insights in the process. Now that Google Analytics 4 is the new industry standard, it's important to evaluate the events, conversions, and reports you created during the transition and ensure you are tracking the right metrics for your school. 2. Prepare for a Cookieless Future At the end of 2023, Google announced a pilot program, disabling 3rd party cookies on its popular Chrome browser for a small percentage of users, with the intention to roll it out to all users at some point in the second half of 2024. In recent years, Apple has made similar changes to protect the privacy of their users, making it increasingly difficult for higher ed marketers to collect data and market to prospective students. It's time to start preparing for a future where targeting ads down to the individual level is increasingly difficult, or even impossible. 3. Draft an AI Policy for Your Marketing Team Generative AI dominated the conversation in 2023, and there's little reason to believe that won't continue to be the case throughout 2024. As adoption of AI tools like ChatGPT and Google Bard continues to increase, higher education marketing teams need to consider what role generative AI should play in their digital marketing strategy. For example: • What content — if any — is appropriate to create using generative AI? • Given the concerns around the inherent bias found within various generative AI tools, what DEI considerations does your team need to be mindful of when using generative AI? • What's the process for publishing AI generated content — is there a need for a human reviewer? • Will you offer prompt engineering training for your team? • Will you cite content that's AI generated? If so, how? Answers to all of these questions, and more, need to be clearly defined and documented to ensure your team, and your institution, are all on the same page. 4. Every Higher Education Marketing Strategy Needs a Short-Form Video Strategy Campus facilities are a major enrollment decision driver for many prospects, with 64% of prospective students indicating that campus facilities have at least some influence on their decision to enroll. But not every prospective student is able to visit campus, with 11% of students relying exclusively on virtual tours. Schools have an increased opportunity to build brand awareness and reach prospects that can’t visit campus through video — as well as to supplement the in-person experience for those who can visit. Topics can include: • Answering the school’s most searched queries • Providing mini-tours of the facilities with student tour guides • Video campus tours | |
| Target State: All States Target City : All Cities Last Update : Jan 23, 2024 9:06 AM Number of Views: 91 | Item Owner : WEBIGG TECHNOLOGY Contact Email: Contact Phone: 424 570 3050 |
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