Digital marketing predictions for student recruiters 2015

#1 Content is King
As the world continues to be digitised and the Internet becomes increasingly saturated with more and more ads, blogs and websites; high-quality content creation which informs and engages users will become increasingly important.

For example, American Express Unstaged recently released an application in conjunction with the release of Taylor Swift's music video Blank Space, bringing the brand to an audience of more than 58 million. New marketing efforts such as these show the future of engagement - attention needs to be earned.

#2 Usability
Marketing and student recruitment will have to become more integrated with other departments, such as IT in order to deliver a streamlined experience to students. It is common for students to have multiple contact points with an agency, and those contacts may constitute of online and offline interactions. It is essential that all possible contact points with students are equipped with the same up-to-date information to achieve the best possible student experience.

#3 Mobility
This is a continuing trend from 2014, with 30% of prospective students accessing the web via a mobile device such as a phone or tablet. If your mobile site is currently a minimised version of your regular site, 2015 may be a good year to change that in order to effectively reach the increasing number of students conducting part of or even all of their education searches via mobile.

A strong mobile presence is not merely an easy way for prospective students to access information on the go, it also implies that an organisation is forward-focused.

#4 Data-driven marketing
This means different things to different people, but analytics will continue to drive marketing activities. Recruiters can collect data to monitor campaign performance and adjust marketing activities in accordance with findings.

Source: ICEF Monitor