Higher education industry paper
Verticurl Insights
- International students in the APAC region tend to engage education agents to help them through the university application and acceptance
- Social media is an important channel in which students leverage on to find out more information
- Influencer marketing generates 11 times the ROI of traditional digital marketing
- Education industry behaves a lot like a B2B industry
Industry Best Practices
- Engagement needs to be “Mobile-first”
- Influencer marketing is an essential part of the strategy
- Omni-channel marketing is essential to deliver an outstanding brand experience
- Due to the different channel preferences in different countries or regions, you need to map student journey with locally relevant channels
- Single view of customers is vital as your students engage with you through a myriad of channels
Students Experience Management
DISCOVER: Raise awareness of the benefits of pursuing higher education
RESEARCH: Ensure that information on the school and courses is available when the students need it
COMPARE: Highlighting the university’s competitive advantages and helping students to narrow down their choices
APPLICATION: Ensure that the application process is clear, guiding applicants along the process
ACCEPTANCE: Convince students to choose the university and accept the offer
EXPERIENCE: Onboarding and retaining the students, providing them a smooth transition into a new environment
MarTech Solutions
Key Marketing Channels
SOCIAL: Social media is an important channel that greatly influence how the students choose their preferred university
MOBILE: Mobile has become an integral part of everyday life, hence our digital strategy needs to be mobile first
EVENTS: Events such as roadshows and webinars offer the opportunity for more personal engagement with the students
INFLUENCER: 92% of consumers have a higher level of trust for social influencers whom they can relate to and hence value their opinion more
ONLINE FORUM: Online forums are a great place to provide helpful content when the student needs it most
EMAIL: Email is the preferred channel for communication when the student is ready to engage with the university
EDUCATION AGENT: International students engage with an agent to help them navigate the complexities of the application and acceptance process
SEARCH: Search strategy should align with the stages in the student journey
TELE: Tele provides the push to get students to apply for the university or to accept the offer
Student Journey – A Sample
Key Metrics
