2017 Higher Education Digital Marketing Trends Report
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Carol Aslanian Michael Flores Anthony Levato
Presenter Presenter Moderator
2017 Higher Education
Digital Marketing Trends
Carol Aslanian – Aslanian Market Research
Michael Flores – EducationDynamics
• College decisions take place largely in the digital realm… social
media, organic search, etc.
• Not brochures or open houses
• But, personal touch too! Need to connect
• All colleges need a digital marketing plan
• EducationDynamics survey of 100 schools: where and how they
spend digital marketing dollars.
Digital Snapshot of
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9 out of 10 prospective students are accessing your
website via a mobile device.
Top Two Sources of Info-gathering for
1. School Websites
2. Internet Search Engines
Use of College Search Sites
Of students rely on college search sites like
Digital Marketing Trends for
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1. Seventy-five percent of schools used Facebook ads
as a digital marketing channel.
2. More respondents cited Facebook ads than any
3. Smaller schools tend to use fewer digital marketing
channels and get fewer inquiries per month.
Rapid Response Times
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• How fast do prospective students believe your institution
should respond to their inquiry?
A. Less than 1 hour
B. Less than 1 day
C. Less than 2 days
D. More than 2 days
1. Two –thirds of colleges’ first responses are impersonal:
an automated “thank you” message!
2. Students value a rapid response to their first inquiry.
Though most thought that receiving a response within
48 hours was sufficient, roughly half of students
enrolled in the first college that responded.
3. Today’s students make faster decisions! 2016 saw a 28
percent growth in students who applied within a month
of beginning the colleges search.
Biggest Campaign Management
Challenges (in order of frequency)
1. Adding new inquiry sources
2. Adding more landing pages
3. Tracking inquiry sources
4. Changing inquiry form placement
5. Changing inquiry form layout/copy
6. Changing digital marketing messages
Top Inquiry Management Priorities
(in order of importance)
1. Keeping prospects engaged at each step of enrollment
2. Analyzing/optimizing campaign performance
3. Reducing costs and increasing ROI
4. Managing recurring tasks, like targeted email campaigns
5. Consolidating inquiry form placement
6. Gaining insight into and control of campaigns
7. Getting real time inquiry validation
1. Over three-quarters of schools say their CRMs
perform basic inquiry validation.
2. Keeping prospects engaged is the most important
challenges for institutions.
3. 85% of institutions track the number of inquiries
they receive, but only 9% track cost per inquiry.
Seeking Marketing Help
from an Agency
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• Who manages your web-based advertising and promotions?
A. Managed by in-house team
B. Managed by an external agency
C. Co-managed by in-house team and external agency
D. I don’t know
1. Smaller schools are more likely to manage digital
marketing in-house, whereas larger schools tend to seek
at least some agency assistance.
2. There is a high overlap between institutions that use six
or more marketing channels and those that hire an
3. Institutions using agencies tend to update and optimize
their digital marketing campaigns more frequently.
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• Best advice: act quickly to fine-tune
campaigns, add new channels,
quickly respond to interested
students. If you can’t, hire someone
who can help you.
• Measure your results.
Free Digital Marketing Audit
• For over a decade, EducationDynamics’ certified marketing
experts have generated hundreds of thousands of student
prospects annually, and over 15,000 new enrollments per year
for over 900 institutions across the globe.
• Our expertise includes:
• Paid Search
• Remarketing and Retargeting
• Search Engine Optimization
• Social Media
• Affiliate Management