University Business January 2018 - 30

INTERNET TECHNOLOGY

Digital marketing trends for 2018
New technologies offer a wealth of outreach opportunities for schools
By Karine Joly

W

hat deep currents will
shape this new year for
higher ed digital marketers and communicators? I've tried to
answer this question every January
for the past few years, and it doesn't
get easier. Change is the only constant.
While we can't see the future, we
can keep an eye on digital marketing
trends to help institutions navigate
this sea of change.

control of what they see and hear,
their path to conversions will be
shorter.

Augmented reality
Whether it's through photo and
video filters on apps like Snapchat,
Instagram and Facebook, simple
augmented reality applications are
now in the hands of millions. By letting people leave their virtual mark
or play with your school landmarks,
Snapchat geofilters offer great engagement opportunity for a generation of students sharing pictures of
every important moment of their life.

Personalization
With the help of constituent resource
management software, personalization engines and the retargeting of
advertising on search or social media,
it's now possible to offer personalized
web content and communications
throughout the student journey. The
technology is available and the data
can be collected.
While most parts of the student
journey can be automated, the real
challenge will be to identify the
touch points that shouldn't be automated. Prospective students want
personalized web content, email messages and short text reminders, but
they also crave authentic human interactions on social messaging apps.
Between the race to scale personalization and the need to keep
recruitment high-touch, this could
become quite a challenge for higher
education.

Virtual reality
Affordable virtual reality goggles,
paired with any recent smartphone,
can offer a good enough VR experience. YouTube, Facebook, Vimeo
and others now stream 360-degree
recorded and live videos.
All the important pieces are in
place for higher ed marketers to offer
highly captivating experiences to students, alums and even donors. If they
can experience your campus or your
events firsthand while staying in

UBmag.me/trends

30 | January 2018

While most components
of the student journey can
be automated, the real
challenge for institutions
will be to identify the touch
points that shouldn't.

Paid social media
In 2017, Facebook slowly throttled
organic traffic to pages, leading to
dramatic decreases in reach for some
schools. The next step is expected
to be the separation of "social from

media" as proclaimed by Snap Inc.,
when it introduced its Snapchat redesign in November. Social media
platforms will pursue their goal to
monetize the distribution of content
created by organizations.
In 2018, even high community
engagement and excellent social
content might not be enough on
these platforms. Digital marketers
and social media managers in higher
education will have to manage expectations and advertising budgets while
monitoring return on investment for
their efforts.
Stories
If the algorithm-powered social
media news feeds end up becoming
the exclusive playground of advertisers and people, it seems that eyeballs
and engagement are moving toward
the Story content format, first introduced by SnapChat and copied by
Instagram, Facebook and YouTube.
Mixing videos and photos with
a dash of augmented reality filters,
stickers or emojis, Stories have shown
some promise for many schools in
terms of engagement and even "swipe
ups"-the equivalent of clicks in this
format. It is ephemeral by nature as
each Story expires after a 24-hour period. Yet, this type of content could
well be what will make an impression
with your target audiences on social
media in 2018, given enough creativity and repetition.
Karine Joly is the web editor behind www.
collegewebeditor.com, a blog about higher
ed web marketing, public relations and
technologies. She is also the founder of
www.higheredexperts.com.
www.universitybusiness.com


http://www.collegewebeditor.com http://www.UBmag.me/trends http://www.higheredexperts.com http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business January 2018

University Business January 2018 - Cover1
University Business January 2018 - Cover2
University Business January 2018 - 1
University Business January 2018 - 2
University Business January 2018 - 3
University Business January 2018 - 4
University Business January 2018 - 5
University Business January 2018 - 6
University Business January 2018 - 7
University Business January 2018 - 8
University Business January 2018 - 9
University Business January 2018 - 10
University Business January 2018 - 11
University Business January 2018 - 12
University Business January 2018 - 13
University Business January 2018 - 14
University Business January 2018 - 15
University Business January 2018 - 16
University Business January 2018 - 17
University Business January 2018 - 18
University Business January 2018 - 19
University Business January 2018 - 20
University Business January 2018 - 21
University Business January 2018 - 22
University Business January 2018 - 23
University Business January 2018 - 24
University Business January 2018 - 25
University Business January 2018 - 26
University Business January 2018 - 27
University Business January 2018 - 28
University Business January 2018 - 29
University Business January 2018 - 30
University Business January 2018 - 31
University Business January 2018 - 32
University Business January 2018 - 33
University Business January 2018 - 34
University Business January 2018 - 35
University Business January 2018 - 36
University Business January 2018 - 37
University Business January 2018 - 38
University Business January 2018 - 39
University Business January 2018 - 40
University Business January 2018 - 41
University Business January 2018 - 42
University Business January 2018 - 43
University Business January 2018 - 44
University Business January 2018 - 45
University Business January 2018 - 46
University Business January 2018 - 47
University Business January 2018 - 48
University Business January 2018 - 49
University Business January 2018 - 50
University Business January 2018 - 51
University Business January 2018 - 52
University Business January 2018 - 53
University Business January 2018 - 54
University Business January 2018 - 55
University Business January 2018 - 56
University Business January 2018 - 57
University Business January 2018 - 58
University Business January 2018 - 59
University Business January 2018 - 60
University Business January 2018 - 61
University Business January 2018 - 62
University Business January 2018 - 63
University Business January 2018 - 64
University Business January 2018 - 65
University Business January 2018 - 66
University Business January 2018 - 67
University Business January 2018 - 68
University Business January 2018 - Cover3
University Business January 2018 - Cover4
http://www.nxtbook.com/pmg/UB/UB_1019
http://www.nxtbook.com/pmg/UB/UB_0819
http://www.nxtbook.com/pmg/UB/UB_0719
http://www.nxtbook.com/pmg/UB/UB_0619
http://www.nxtbook.com/pmg/UB/UB_0419
http://www.nxtbook.com/pmg/UB/UB_0319
http://www.nxtbook.com/pmg/UB/UB_0119
http://www.nxtbook.com/pmg/UB/UB_1218
http://www.nxtbook.com/pmg/UB/UB_1118
http://www.nxtbook.com/pmg/UB/UB_1018
http://www.nxtbook.com/pmg/UB/UB_0918
http://www.nxtbook.com/pmg/UB/UB_0818
http://www.nxtbook.com/pmg/UB/UB_0718
http://www.nxtbook.com/pmg/UB/UB_0618
http://www.nxtbook.com/pmg/UB/UB_0518
http://www.nxtbook.com/pmg/UB/UB_0418
http://www.nxtbook.com/pmg/UB/UB_0318
http://www.nxtbook.com/pmg/UB/UB_0218
http://www.nxtbook.com/pmg/UB/UB_0118
http://www.nxtbook.com/pmg/UB/UB_1217
http://www.nxtbook.com/pmg/UB/UB_1117
http://www.nxtbook.com/pmg/UB/UB_1017
http://www.nxtbook.com/pmg/UB/UB_0917
http://www.nxtbook.com/pmg/UB/UB_0817
http://www.nxtbook.com/pmg/UB/UB_0717
http://www.nxtbook.com/pmg/UB/UB_0617
http://www.nxtbook.com/pmg/UB/UB_0517
http://www.nxtbook.com/pmg/UB/UB_0417
http://www.nxtbook.com/pmg/UB/UB_0317
http://www.nxtbook.com/pmg/UB/UB_0217EPUB
http://www.nxtbook.com/pmg/UB/UB_0217
http://www.nxtbook.com/pmg/UB/UB_0117
http://www.nxtbook.com/pmg/UB/UB_1216
http://www.nxtbook.com/pmg/UB/UB_1116
http://www.nxtbook.com/pmg/UB/UB_1016
http://www.nxtbook.com/pmg/UB/UB_0916
http://www.nxtbook.com/pmg/UB/UB_0816
http://www.nxtbook.com/pmg/UB/UB_0816CG
http://www.nxtbook.com/pmg/UB/UB0716
http://www.nxtbook.com/pmg/UB/GlobalSellSheet
http://www.nxtbook.com/pmg/UB/UB_0616
http://www.nxtbook.com/pmg/UB/UB_0516
http://www.nxtbook.com/pmg/UB/UB0416
http://www.nxtbook.com/pmg/UB/UB0316
http://www.nxtbook.com/pmg/UB/UB_0216r2
http://www.nxtbook.com/pmg/UB/UBGuide
http://www.nxtbook.com/pmg/UB/UB0116
http://www.nxtbook.com/pmg/UB/UB
http://www.nxtbook.com/nxtbooks/pmg/ub201511
http://www.nxtbook.com/nxtbooks/pmg/ub201510
http://www.nxtbook.com/nxtbooks/pmg/ub201509
http://www.nxtbook.com/nxtbooks/pmg/ub201508
http://www.nxtbook.com/nxtbooks/pmg/ub201508_ConsultantsGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201507
http://www.nxtbook.com/nxtbooks/pmg/ub201506
http://www.nxtbook.com/nxtbooks/pmg/ub201506_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/ub201505
http://www.nxtbook.com/nxtbooks/pmg/ub201504
http://www.nxtbook.com/nxtbooks/pmg/ub201503
http://www.nxtbook.com/nxtbooks/pmg/ub201502
http://www.nxtbook.com/nxtbooks/pmg/ub201501
http://www.nxtbook.com/nxtbooks/pmg/ub201501_FinancialServicesGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201412
http://www.nxtbook.com/nxtbooks/pmg/ub201411
http://www.nxtbook.com/nxtbooks/pmg/ub201410
http://www.nxtbook.com/nxtbooks/pmg/ub201409
http://www.nxtbook.com/nxtbooks/pmg/ub201408
http://www.nxtbook.com/nxtbooks/pmg/ub201408_ConsultantsGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201407
http://www.nxtbook.com/nxtbooks/pmg/ub201406
http://www.nxtbook.com/nxtbooks/pmg/ub201406_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/ub201405
http://www.nxtbook.com/nxtbooks/pmg/ub201404
http://www.nxtbook.com/nxtbooks/pmg/ub201403
http://www.nxtbook.com/nxtbooks/pmg/ub201402
http://www.nxtbook.com/nxtbooks/pmg/ub201401
http://www.nxtbook.com/nxtbooks/pmg/ub201401_FinancialServicesGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201312
http://www.nxtbook.com/nxtbooks/pmg/ub201311
http://www.nxtbook.com/nxtbooks/pmg/ub201310
http://www.nxtbook.com/nxtbooks/pmg/ub201309
http://www.nxtbook.com/nxtbooks/pmg/ub201308
http://www.nxtbook.com/nxtbooks/pmg/ub201308_ConsultantsGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201307
http://www.nxtbook.com/nxtbooks/pmg/ub201306_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/ub201306
http://www.nxtbook.com/nxtbooks/pmg/ub201305
http://www.nxtbook.com/nxtbooks/pmg/ub201304
http://www.nxtbook.com/nxtbooks/pmg/ub201303
http://www.nxtbook.com/nxtbooks/pmg/ub201302
http://www.nxtbook.com/nxtbooks/pmg/ub201301
http://www.nxtbook.com/nxtbooks/pmg/ub201301_FinancialServicesGuide
http://www.nxtbook.com/nxtbooks/pmg/ub1212
http://www.nxtbook.com/nxtbooks/pmg/ub1112
http://www.nxtbook.com/nxtbooks/pmg/ub1012
http://www.nxtbook.com/nxtbooks/pmg/ub0912
http://www.nxtbook.com/nxtbooks/pmg/ub_cg12
http://www.nxtbook.com/nxtbooks/pmg/ub070812
http://www.nxtbook.com/nxtbooks/pmg/ub0612
http://www.nxtbook.com/nxtbooks/pmg/ub_avguide0612
http://www.nxtbook.com/nxtbooks/pmg/ub0512
http://www.nxtbook.com/nxtbooks/pmg/ub0412
http://www.nxtbook.com/nxtbooks/pmg/ub0312
http://www.nxtbook.com/nxtbooks/pmg/ub0212
http://www.nxtbook.com/nxtbooks/pmg/ub_financeguide0112
http://www.nxtbook.com/nxtbooks/pmg/ub1211
http://www.nxtbook.com/nxtbooks/pmg/ub1011
http://www.nxtbook.com/nxtbooks/pmg/ub0911
http://www.nxtbook.com/nxtbooks/pmg/ub_cg11
http://www.nxtbook.com/nxtbooks/pmg/ub0711
http://www.nxtbook.com/nxtbooks/pmg/ub0611_av
http://www.nxtbook.com/nxtbooks/pmg/ub0611
http://www.nxtbook.com/nxtbooks/pmg/ub0511
http://www.nxtbook.com/nxtbooks/pmg/ub0411
http://www.nxtbook.com/nxtbooks/pmg/ub0311
http://www.nxtbook.com/nxtbooks/pmg/ub0211
http://www.nxtbook.com/nxtbooks/pmg/ub0111
http://www.nxtbook.com/nxtbooks/pmg/ub_financeguide0111
http://www.nxtbook.com/nxtbooks/pmg/ub1110
http://www.nxtbook.com/nxtbooks/pmg/ub1010
http://www.nxtbook.com/nxtbooks/pmg/ub0910
http://www.nxtbook.com/nxtbooks/pmg/ub_2010financeguide
http://www.nxtbook.com/nxtbooks/pmg/ub_2010consultants
http://www.nxtbook.com/nxtbooks/pmg/ub_2010avguide
http://www.nxtbook.com/nxtbooks/pmg/ub0710
http://www.nxtbook.com/nxtbooks/pmg/ub0610
http://www.nxtbook.com/nxtbooks/pmg/ub0510
http://www.nxtbook.com/nxtbooks/pmg/ub0410
http://www.nxtbook.com/nxtbooks/pmg/ub0310
http://www.nxtbook.com/nxtbooks/pmg/ub0210
http://www.nxtbook.com/nxtbooks/pmg/ub0110
http://www.nxtbook.com/nxtbooks/pmg/ub1109
http://www.nxtbook.com/nxtbooks/pmg/ub1009
http://www.nxtbook.com/nxtbooks/pmg/ub0909
http://www.nxtbook.com/nxtbooks/pmg/ub0709
http://www.nxtbook.com/nxtbooks/pmg/ub_fg09
http://www.nxtbook.com/nxtbooks/pmg/ub0609
http://www.nxtbook.com/nxtbooks/pmg/ub0509
http://www.nxtbook.com/nxtbooks/pmg/ub0409
http://www.nxtbook.com/nxtbooks/pmg/ub0309
http://www.nxtbook.com/nxtbooks/pmg/ub0209
http://www.nxtbook.com/nxtbooks/pmg/ub0109
http://www.nxtbook.com/nxtbooks/pmg/ub1208
http://www.nxtbook.com/nxtbooks/pmg/ub1108
http://www.nxtbook.com/nxtbooks/pmg/ub1008
http://www.nxtbook.com/nxtbooks/pmg/ub0908
http://www.nxtbook.com/nxtbooks/pmg/ub0808
http://www.nxtbook.com/nxtbooks/pmg/ub0708
http://www.nxtbook.com/nxtbooks/pmg/ub0608
http://www.nxtbook.com/nxtbooks/pmg/ub0508
http://www.nxtbook.com/nxtbooks/pmg/ub0408
http://www.nxtbook.com/nxtbooks/pmg/ub0308
http://www.nxtbook.com/nxtbooks/pmg/ub0208
http://www.nxtbook.com/nxtbooks/pmg/ub0907
http://www.nxtbook.com/nxtbooks/pmg/ub0807
http://www.nxtbook.com/nxtbooks/pmg/ub0707
http://www.nxtbook.com/nxtbooks/pmg/ub0607
http://www.nxtbook.com/nxtbooks/pmg/ub0507
http://www.nxtbook.com/nxtbooks/pmg/ub0407
http://www.nxtbook.com/nxtbooks/pmg/ub0307
http://www.nxtbook.com/nxtbooks/pmg/ub0207
http://www.nxtbook.com/nxtbooks/pmg/ub0107
http://www.nxtbook.com/nxtbooks/pmg/ub1206
http://www.nxtbook.com/nxtbooks/pmg/ub1106
http://www.nxtbook.com/nxtbooks/pmg/ub1006
http://www.nxtbook.com/nxtbooks/pmg/ub0906
http://www.nxtbook.com/nxtbooks/pmg/ub0806
http://www.nxtbook.com/nxtbooks/pmg/ub0706
http://www.nxtbook.com/nxtbooks/pmg/ub0606-GG
http://www.nxtbook.com/nxtbooks/pmg/ub0606
http://www.nxtbook.com/nxtbooks/pmg/ub0506
http://www.nxtbook.com/nxtbooks/pmg/ub0406
http://www.nxtbookMEDIA.com