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The article makes reference to for-profit universities previously dominating this space. However, aside from increasing competition for students and tuition, university marketing staffs should be looking at the bigger picture.
All of the top target publics that universities need to communicate with are online. A large majority of them are also very active on social media. Potential students, current students, their parents and recent graduate alumni are very important influencers. Two things in higher education marketing are going to continue to grow in importance:
1) Targeted, personalized communications. Colleges and universities need to be where their targets are with relevant messages to offer. As competition for tuition and funding grows, schools need to have the insight to know as much information as possible about their most key targets and get in front of them. Location still plays a big role in choosing and staying connected to a college, as do personal referrals. Digital marketing and online social networking will greatly enhance university marketing efforts.
2) Online search. Having a strong, engaging and interactive online presence will keep schools at the top of prospective students and donors lists. Marketing departments should make a very strategic effort to keep online content fresh to keep them at the top of searches. Competing both geographically and by special interest is key. Additionally, quickly communicate what the [insert college/university] experience is like to get browsers into your sites.
Higher education institutions have it easy when is comes to content: interesting people, cutting-edge programs, expert resources and sports and entertainment. Maximizing the use of that content with the best mix of marketing channels is where this field's focus should be.
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