Top Emerging Digital Marketing Trends for Higher Education

If you work in the competitive field of higher education and want to know where digital marketing trends are headed, congratulations: you’re smart to stay ahead of the game.

While nobody can predict with absolute certainty what digital marketing trends are going to be dominant in 2019, there’s nothing wrong with trying to future-proof yourself.

You don’t even need a crystal ball. Just take a few minutes to acknowledge which trends have emerged strongly this year, and take a glance at the signs already on the horizon for the new year.

Because if you want your college or university to attract top prospective students in 2019, all signs point in two key directions. One is the need for an increasingly personalized and creative focus on the user experience, and the other is full recognition and bowing to mobile supremacy.

Key Summary

Below is a detailed analysis of the six key trends, with connections to e-commerce, data science, Rails, Android frameworks, Python frameworks, internet technologies, MVP development, time management, social media tools, programming languages, full-stack development, Angular, JavaScript, Android Material Design, and IT trends.

1. Mobile-First Marketing

• Description: With 94% of students wanting to use smartphones in class and **75% preferring mobile for information (per studies), mobile-first marketing uses geo-targeted ads to reach students on platforms like YouTube, Snapchat, and Spotify. Designs must optimize images, text, and audio/video for mobile devices.
• Technical Details: Leverages responsive design (e.g., Bootstrap 5.2, IT trends article), geo-targeting APIs, and mobile-optimized content for user experience (UX).
• Connections:
  • E-Commerce: Aligns with M-commerce (IT trends article), enhancing Shopify mobile ads with Django APIs and Snowflake analytics (Q15 in Angular article).
  • Data Science: Tracks student engagement via geo-targeting, integrated with Rails and Tableau (Q46 in JavaScript article).
  • Rails: Powers mobile-friendly Rails UIs, using Android WebGL (Q35 in JavaScript article).
  • Android Frameworks: Integrates with Flutter for mobile-first apps, leveraging Activity Lifecycle (Q1 in Android developer article).
  • Python Frameworks: Sanic serves mobile APIs, paired with Redshift (Q46 in Angular article).
  • Internet Technologies: WebAssembly optimizes mobile ad performance, using Figma for design (Q18 in JavaScript article).
  • MVP Development: Ensures mobile-first MVP campaigns, tracked with Scoro (Q40 in Angular article).
  • Time Management: Asana manages mobile ad tasks (Q8 in JavaScript article).
  • Social Media Tools: Hootsuite targets mobile campaigns (Q44 in JavaScript article).
  • Programming Languages: JavaScript powers mobile UIs; Python supports backend APIs (Q1 in programming languages article).
  • Full-Stack: Aligns with mobile-first APIs (Q31 in full-stack article).
  • Angular/JavaScript: Complements AngularJS SPAs (Q9 in Angular article) and DOM manipulation (Q35 in JavaScript article).
  • Android Material Design: Uses Material Theme for mobile-optimized UIs (Material Theme section).
  • IT Trends: Directly supports M-commerce and Bootstrap (IT trends article).

2. Sharing Great Academic Moments (Influencer Marketing)

• Description: Influencer marketing leverages student ambassadors with large social media followings to share authentic campus experiences. 92% of people trust peer reviews over professional content, making student-driven content (e.g., live streaming on Facebook) highly effective.
• Technical Details: Uses social media APIs for content sharing and analytics to identify influencers.
• Connections:
  • E-Commerce: Enhances BigCommerce campaigns with student influencers, using Pyramid and Domo (Q41 in Angular article).
  • Data Science: Analyzes influencer engagement, integrated with Rails and Tableau (Q46 in JavaScript article).
  • Rails: Powers influencer dashboards, using Android FrameLayout (Q35 in JavaScript article).
  • Android Frameworks: Integrates with Ionic for social UIs, leveraging DDMS (Q10 in Android developer article).
  • Python Frameworks: AIOHTTP serves influencer APIs, paired with Tableau (Q46 in Angular article).
  • Internet Technologies: Lit Web Components enhance social UIs, using Photoshop on the Web (Q18 in JavaScript article).
  • MVP Development: Validates influencer MVPs, tracked with ProofHub (Q40 in Angular article).
  • Time Management: Toggl tracks influencer tasks (Q48 in JavaScript article).
  • Social Media Tools: Sprout Social manages influencer campaigns (Q44 in JavaScript article).
  • Programming Languages: JavaScript powers social APIs; Python supports analytics (Q46 in JavaScript article).
  • Full-Stack: Aligns with API-driven campaigns (Q31 in full-stack article).
  • Angular/JavaScript: Complements AngularJS social integrations (Q9 in Angular article) and event listeners (Q44 in JavaScript article).
  • Android Material Design: Uses RecyclerView for influencer content feeds (Widgets section).
  • IT Trends: Supports MBaaS for social integrations (IT trends article).

3. Paid Social Media

• Description: With declining organic reach on platforms like Twitter, Facebook, and Snapchat, universities must invest in paid social media to ensure engagement. Story sharing and custom hashtags boost student interaction.
• Technical Details: Uses social media ad platforms (e.g., Facebook Ads, Snapchat Ads) and analytics for targeting.
• Connections:
  • E-Commerce: Enhances WooCommerce paid ads, using Bottle and Redshift (Q15 in Angular article).
  • Data Science: Tracks ad performance, integrated with Rails and Tableau (Q46 in JavaScript article).
  • Rails: Powers ad dashboards, using Android WebGL (Q35 in JavaScript article).
  • Android Frameworks: Integrates with React Native for ad UIs, leveraging Activity Manager (Q5 in Android developer article).
  • Python Frameworks: Web2Py serves ad APIs, paired with Informatica (Q46 in Angular article).
  • Internet Technologies: WebAssembly optimizes ad delivery, using Figma (Q18 in JavaScript article).
  • MVP Development: Validates paid ad MVPs, tracked with Replicon (Q42 in Angular article).
  • Time Management: Scoro tracks ad campaign tasks (Q8 in JavaScript article).
  • Social Media Tools: Spredfast manages paid campaigns (Q44 in JavaScript article).
  • Programming Languages: JavaScript powers ad scripts; Python supports analytics (Q46 in JavaScript article).
  • Full-Stack: Aligns with API-driven ads (Q31 in full-stack article).
  • Angular/JavaScript: Complements AngularJS ad UIs (Q9 in Angular article) and event handling (Q44 in JavaScript article).
  • Android Material Design: Uses animation APIs for ad transitions (APIs section).
  • IT Trends: Supports M-commerce ad strategies (IT trends article).

4. Live Streaming

• Description: Live streaming on platforms like Facebook engages students by showcasing campus events, department activities, and student achievements, offering a modern alternative to face-to-face interactions.
• Technical Details: Uses streaming APIs (e.g., Facebook Live API) and real-time protocols like RTMP.
• Connections:
  • E-Commerce: Enhances Yo!Kart live product demos, using CherryPy and Domo (Q41 in Angular article).
  • Data Science: Streams real-time analytics, integrated with Rails and Tableau (Q46 in JavaScript article).
  • Rails: Powers live dashboards, using Android WebGL (Q35 in JavaScript article).
  • Android Frameworks: Integrates with Xamarin for live UIs, leveraging DDMS (Q10 in Android developer article).
  • Python Frameworks: Tornado supports live streaming APIs, paired with Tableau (Q46 in Angular article).
  • Internet Technologies: WebAssembly optimizes streaming performance, using Figma (Q18 in JavaScript article).
  • MVP Development: Validates live streaming MVPs, tracked with Toggl (Q40 in Angular article).
  • Time Management: ProofHub tracks streaming tasks (Q48 in JavaScript article).
  • Social Media Tools: OnlyPult manages live campaigns (Q44 in JavaScript article).
  • Programming Languages: JavaScript powers streaming scripts; Python supports backends (Q46 in JavaScript article).
  • Full-Stack: Aligns with real-time APIs (Q31 in full-stack article).
  • Angular/JavaScript: Complements AngularJS live UIs (Q9 in Angular article) and event listeners (Q44 in JavaScript article).
  • Android Material Design: Uses animation APIs for live stream transitions (APIs section).
  • IT Trends: Supports MBaaS for streaming services (IT trends article).

5. Integrated Experiences

• Description: Combines digital and in-person interactions using social media, augmented reality (AR), and personalized content to understand student goals and behaviors. Micro-moments (quick mobile searches) are key.
• Technical Details: Leverages AR APIs, social media filters, and analytics for personalization.
• Connections:
  • E-Commerce: Enhances OpenCart personalized ads, using Vibora and Snowflake (Q41 in Angular article).
  • Data Science: Analyzes student behavior, integrated with Rails and Tableau (Q46 in JavaScript article).
  • Rails: Powers personalized dashboards, using Android AIDL (Q35 in JavaScript article).
  • Android Frameworks: Integrates with NativeScript for AR UIs, leveraging Activity Manager (Q5 in Android developer article).
  • Python Frameworks: Django serves personalized APIs, paired with Redshift (Q46 in Angular article).
  • Internet Technologies: Nvidia Omniverse designs AR experiences, using Photoshop on the Web (Q18 in JavaScript article).
  • MVP Development: Validates personalized MVPs, tracked with Asana (Q42 in Angular article).
  • Time Management: Scoro tracks AR tasks (Q8 in JavaScript article).
  • Social Media Tools: Simply Measured uses AR filters for campaigns (Q44 in JavaScript article).
  • Programming Languages: JavaScript powers AR scripts; Python supports analytics (Q46 in JavaScript article).
  • Full-Stack: Aligns with personalized APIs (Q31 in full-stack article).
  • Angular/JavaScript: Complements AngularJS personalization (Q9 in Angular article) and DOM manipulation (Q35 in JavaScript article).
  • Android Material Design: Uses vector drawables for AR visuals (Vector Drawables section).
  • IT Trends: Supports MBaaS for personalized services (IT trends article).

6. Pay Attention to Search Rankings

• Description: SEO remains critical, requiring updated keywords and meta descriptions to boost search rankings and attract students via Google searches.
• Technical Details: Uses SEO tools (e.g., Google Analytics, Moz) and meta tags for optimization.
• Connections:
  • E-Commerce: Enhances Squarespace SEO, using Sanic and Domo (Q42 in Angular article).
  • Data Science: Tracks SEO performance, integrated with Rails and Tableau (Q46 in JavaScript article).
  • Rails: Powers SEO dashboards, using Android WebGL (Q35 in JavaScript article).
  • Android Frameworks: Integrates with Flutter for SEO-optimized apps, leveraging Activity Lifecycle (Q5 in Android developer article).
  • Python Frameworks: AIOHTTP serves SEO APIs, paired with Informatica (Q46 in Angular article).
  • Internet Technologies: WebAssembly optimizes SEO performance, using Figma (Q18 in JavaScript article).
  • MVP Development: Validates SEO-driven MVPs, tracked with Replicon (Q42 in Angular article).
  • Time Management: Toggl tracks SEO tasks (Q48 in JavaScript article).
  • Social Media Tools: Spredfast integrates SEO analytics (Q44 in JavaScript article).
  • Programming Languages: JavaScript powers SEO scripts; Python supports analytics (Q46 in JavaScript article).
  • Full-Stack: Aligns with SEO APIs (Q31 in full-stack article).
  • Angular/JavaScript: Complements Angular SEO (Q42 in Angular article) and DOM manipulation (Q35 in JavaScript article).
  • Android Material Design: Uses Material Theme for SEO-friendly UIs (Material Theme section).
  • IT Trends: Supports M-commerce SEO (IT trends article).

Functionality Turns to Creativity

It used to be that how your website functioned was critical. Remember the days when developers tried to figure out how many tasks and activities they could offer viewers visiting their site?

Functionality, though, no longer represents the most important tool for engaging users. Now the shift is to use digital marketing to make user experiences more unique, more surprising — and a whole lot more fun.

For universities, colleges and other institutions of higher learning, being able to get above the competition is going to rest on their ability to offer something that catches students by surprise, feels out of the ordinary, and is something they didn’t expect.

And the question is: How do you market what’s outstanding about your campus and academic culture and turn it into a one-of-a-kind digital experience?

A lot of that creativity leads us back to the importance of mobile. If you know where to find your university’s key audience — and hey, we all know they’re constantly browsing on mobile — you also know where your digital marketing efforts need to start.

Here are some trends showing impressive results so far in 2018.

Top Emerging Digital Marketing Trends for Higher Education

1. Mobile-First Marketing

Anyone working in a classroom knows it’s virtually impossible to find a student who shows up without a smartphone. Forget books, pens, and notebooks. Smartphone is King!

Studies show that 94 percent of students want to use their smartphones in class, and up to 75 percent of students prefer getting information from their mobile device rather than a desktop computer.

And we know people are comfortable using their smartphones for shopping and looking up information, so there you go: handheld devices are HUGE, so universities are turning to geo-targeted ads geared directly toward reaching students where they’re spending the most time.

“The effectiveness of geo-targeting is only going to further improve as mobile use grows and location data becomes more accurate and available. The Local Search Association (LSA) just released data that found that, for the first time, mobile devices surpassed PC use in search for local businesses and services. As I reported last month, the majority of searches (52%) for local information on mobile devices occur either in the car or away from home or work.” — Wesley Young

But what are the most effective mobile-first marketing strategies?

First, think about what kind of images, photos and texts look good on mobile devices. Your designs need to look sharp and stand out on all varieties of hand-held devices, not laptops.

And the audio and video components are just as important. Test how your ad looks and sounds on a mobile device before running it.

And think about which platforms are most popular with students, like YouTube, Snapchat, and Spotify. Go directly to the sites they’re visiting.

The bottom line: find ways to provide prospective students with a strong user experience that recognizes they’re getting information — including about college s– by tapping their fingers into the keys on a mobile device.

2. How To Share Great Academic Moments

We all know the power of Influencer Marketing, and mercifully we don’t need celebrities to make it work for us.

That’s another way of saying that prospective students don’t need to hear that a movie star or rocker loves their school. They’re going to be influenced far more successfully by watching other students describe their awesome experiences on campus and in the classroom.

And it’s important to leverage Influencer Marketing in smart ways. It’s easy to find students writing about their campus experiences on social media, we all know that.

So find the ones who have a lot of followers, reach out to them and ask if they’d be willing to share their thoughts on your institution’s social media pages.

How about live streaming their day on your Facebook page as another creative way to allow the students happy with your college to help sell it?

Word-of-mouth recommendations are becoming increasingly important in the digital world, and research indicates that 92% of people trust online peer reviews more so than professionally crafted content and copy.

“It’s fair to say that 2017 was the year of influencer marketing. Brands flocked to influencers in hoards to help sell their products and services to engaged audiences. Don’t expect this trend to stop any time soon. Influencer marketing is going to continue to be a driving force for brands looking to grow their audience and improve sales through social media in 2018.” — Dominique Jackson

This is also a smart way to get prospective students to engage with fellow students who already know what the school is like and what it has to offer.

3. Paid Social Media

Speaking of social media, a growing number of these sites are limiting the reach of organic traffic. Their numbers are down, users are dropping off, and sites like Snapchat are facing backlash over new, controversial designs.

This year, it’s become clear that having strong content on your business social media sites might not be enough.

There have been declines in users or flat growth for sites like Twitter, Facebook and Snapchat, and as a result social media platforms are pushing harder to monetize the distribution of business content.

In order to ensure high community engagement, higher education marketing departments may need to invest more in paid social media.

But it’s also still important to stay relevant when it comes to your content. Story sharing has been particularly promising for schools when it comes to engagement with students.

Another smart idea is to create a hashtag that students can start using to link their academic experiences on social media sites.

4. Live Streaming

Live streaming is very popular with students and a great way for a college or university to connect with them – the 2018 method for those crucial face-to-face chats.

Research indicates that a fast-growing number of people prefer watching live streams to reading a social media post.

And a great way to do your livestreaming is at special events held on campus, visually allowing prospective students to get a great feel of what your school is like.

Do the same with different departments at your university. What’s going on at your music department? How about the theater department?

The amazing accomplishments your students have on campus can be a great source for livestreaming.

5. Integrated Experiences

College admissions departments have long known that campus events or meetings with faculty or alumni – in-person experiences – are critical. Today, the web and social media offer the same kind of human interaction to improve one-to-one connections.

But the critical aspect of this is to use digital to better understand prospective students’ goals, desires, interests, values and behaviors. Knowing that can help marketers create stronger and more effective opportunities for lasting digital and social in-person connections.

With so many photo and video filters on social media apps, and being used by millions, simple augmented reality applications offer amazing engagement opportunities for a generation of students who are now sharing pictures and videos of the things that are important in their life.

Knowing that prospective students want personalized web content and enjoy authentic human interactions on social messaging apps, this offers endless chances for colleges and universities to connect in creative ways.

That also means increasing your focus on micro-moments for those doing quick mobile searches online.

6. Pay Attention to Search Rankings

We all know SEO is a major tool for marketing universities, but that doesn’t mean universities can rely on the same keywords they used in 2017.

Higher institution marketers need to pay careful attention to the keywords they use that can help maximize their rankings.

Also important are the meta descriptions visible in the search results; if you have a particularly compelling description of your college and this is the first thing that students read when they’re doing online searches, you’re likely to rank higher as well.

Conclusion

Research by comScore demonstrates just how radically mobile Internet usage has changed the way we operate. Mobile use now accounts for 60% of time people spend online, while their studies also indicate that 21% of Millennials don’t use desktops at all, only mobile devices when it comes to accessing the internet.

Additional research indicates that in 2019, the internet is going to catch up to television when it comes to the amount of hours people spend watching it — 2.6 hours a day online compared to 2.7 hours a day watching television.

This means a shift of your budget from television advertising to ads on social media, the web, and, most importantly, web videos are likely to play a key role in digital marketing advertising in 2019.

The bottom line: a great advantage to digital marketing is the ability to conduct marketing through different mediums, including ones that allow for personalization and creativity. It’s getting easier to engage with students directly with all the digital tools available.

You just need to know where students are looking, and how to capture their attention and interests.