Why Higher Ed Digital Advertising Tactics Disrespect Students

In higher education marketing, the myopic focus on traditional lead generation tactics proves increasingly ineffective. Data from multiple institutions reveals that 85 to 90 percent of enrolled students never submit a lead form. Instead, they conduct online research and engage directly before applying. Why haven't universities acknowledged this reality?

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Firstly, prevailing orthodoxy treats students as "sales" prospects to be "lured," rather than genuinely engaged. Additionally, universities struggle to connect marketing lead data with application and enrollment data due to departmental silos and digital tracking complexities.

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My presentation addresses these challenges, advocating for meaningful engagement over coercive tactics. Universities must prioritize transparency, accessibility, and respect to foster genuine engagement and improve enrollment outcomes. It's time for higher education marketing to embrace innovation, empathy, and authenticity.

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As David Ogilvy famously said, "The customer is not an idiot; she is your wife." Prospective students are rational decision-makers who carefully research program offerings before applying.