How to Win at Enrollment Marketing With Email
Another year has come and gone and as always, the new year has us thinking of new ways to step up our college marketing game. Of course, January 2020 marks not just the beginning of a new year in marketing, but a new decade.
With that in mind, we’re looking forward to the trends that are shaping what the future of college student marketing will look like.
Video and minimalism take over advertising, while print lives to see another day. Social media and e-commerce are more popular than ever, and automation opens new doors.
Here’s what’s new, what’s changing, and our recommendations for staying competitive at the dawn of a new decade.
The last decade saw video take over online advertising and social media. Whether it’s organic content for Facebook posts and Instagram stories or ads on YouTube, video gets higher engagement than any other form of media online.
College students are highly engaged on YouTube. 93% of people ages 18-24 years old use YouTube at least once a week, and a majority of those use it more than once a day.
As internet and cellular speeds get even faster and the cost of quality video production continues to drop (just watch this ad produced entirely on an iPhone), you can expect the effectiveness of video and the number of people you can reach with it to continue to increase.
Your audience is there, you just need the original video content to serve up to them. The payoff will be well worth it — 40% of people who watch a video online take an action like sharing it with a friend or clicking on a related link.
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Companies like Google and Apple can be credited with introducing minimalism in advertising to the modern era. Now everyone is jumping on board.
Why? Because simpler ads are showing greater results.
The reason is as simple as modern ads are: With so much sensory input these days, simple stands out.
Swiping through Snapchat. Scrolling through Facebook. Watching Youtube. Streaming music. All with 37 tabs open on their laptop browser and a textbook in front of them? Today’s college students are, needless to say, preoccupied.
Your ad has to cut through the noise. That’s why the “less is more” approach is taking over advertising design.
For universities looking to up their enrollment marketing game, online courses are effective for two reasons.
The first is that more and more students are looking for flexibility in their college experience. High quality online courses promise the possibility of getting an education remotely, while working a full-time job or pursuing other ambitions.
The second reason is that offering free online courses (via livestreams, podcasts, etc.) is an excellent marketing strategy. Potential enrollees get a taste of the classroom experience (and hopefully learn a thing or two while they’re at it). If they like what they see and hear, they’re more likely to consider attending the university.
The success of direct mailers and newspaper ads has been declining for years. But Gen Z, who represents today’s college age population and grew up with social media and the internet, is more likely to want to unplug and engage with print media.
This age group is driving a new upward trend in magazines and newspapers, which means that we may very well see a return to print ads for brands, universities, and employers looking to reach this audience.
Over on the television, traditional advertising is dead for good. Today’s college students never even watched broadcast or cable TV in the first place.
Fewer than 20% watch cable even once a week, and for all we know that’s just because it’s on in a restaurant, a doctor’s office, or at their parents’ house.
This generation is all about video, but in different places. Streaming platforms like Hulu, Netflix, and Amazon Prime, along with IGTV (on Instagram), Facebook Portal, and TikTok are where it’s at. And that’s where you need to be focusing your ad spends.
We’ve been harping on this for the last ten years, and now there’s truly no excuse. If you want to compete in the 2020 digital market, your entire approach needs to be mobile first.
Beyond 2020, the numbers indicate a future in which virtually all online sales are happening on mobile devices. The rapid growth of this sector means that if you aren’t prioritizing it, you’re as good as gone.
Your website needs to be optimized for the mobile experience first, and your brand needs to be on popular mobile platforms like Snapchat, TikTok, and Instagram. Those platforms should easily link back to your site so users can find what they’re looking for.
College students have spent the last decade on social media, but it’s only in recent years that we’ve seen a serious increase of interest on the part of universities to engage with students on their preferred platforms.
2020 will be the year that universities start taking social media as seriously as brands do, which will result in more current and potential students to engage more with schools on said platforms.
Some of the things we expect to see an increase of include:
This might be one of the most exciting developments that is totally redefining digital marketing.
With the combined power of AI and automation, brands, universities, and employers now have new ways to generate leads and increase conversions among college students.
Some of the capabilities of automation in marketing include:
These capabilities are important as market research shows that today’s college students prefer more personalized content. You can’t necessarily sit down and write individual emails or craft personal ads for each contact. But AI and automation can.
We could keep going on and on about the revolutionary trends in college marketing to expect in the next decade, but let’s face it: the future is fluid.
There are a few other runner-ups you should keep an eye on in 2020:
If all this seems like more than you’re ready to take on in-house, don’t worry — College Marketing Group is here to help. Our only focus, all day and every day, is to help our clients reach college students.
For decades, we’ve worked with brands, universities, and employers to increase sales, boost college enrollment, and recruit top talent. The reason we’ve been successful is that we always stay tuned into changing technologies and new audiences.
The college student of today is not the one of yesterday. And the college student of tomorrow will be totally different, too.
We can help you stay ahead of the curve and connect you with them, wherever (and whoever) they are.