Four top marketing technology trends for 2022

With the higher education world constantly changing, so too do the marketing requirements, techniques and trends

Marketing doesn’t stay still. This is particularly true when it comes to marketing technology, which moves at an astonishing rate.

Here are four of the top technologies and associated trends of 2022.

Manage images, videos and other digital assets

Digital asset management (DAM) refers to software designed to help institutions store, manage, and share digital content (e.g. images, videos, graphics, and brochures). Anyone working in marketing for more than a few years likely remembers the bad old days – when digital content was scattered across multiple locations, or even buried deep in somebody’s email inbox. The world of cloud-based digital asset management tools changes all that by keeping digital content and all the information that goes with it in a central, searchable library. Need a photo of a specific faculty member? With a DAM system equipped with facial recognition, every photo of them in your archive is just a ten-second search away.

Somewhat ironically, this everything-in-one-place approach comes at the time when employees are more likely than ever to be working remotely and therefore geographically scattered. Thanks to the cloud, they’re all able to access content from wherever they might be, resulting in a more cohesive working experience.

Digital asset management tools also help ensure brand consistency, with controls to ensure people only use up-to-date, approved content. They can even inform content strategy, thanks to reporting and analytics features that tell you what types of content is making the biggest splash. DAM software is used in multiple industries, but it’s especially useful in higher education, where years – even decades – of visual media content can quickly build up into an unwieldy mess without the right tools in place to manage them.

Personalising the experience

There may be thousands of students within a modern university, but whether you’re involved with the pastoral side of education or working as a senior lecturer, it’s critical that students are treated as individuals with their own unique requirements. Absolutely the same is true of marketing efforts – and, thanks to modern technology, the personalisation problem is largely solved.

Before potential students even walk through your doors, it’s possible to use tools like chatbots and highly personalised communication methods (whether that’s an email that refers to students by name or the use of their preferred social media channel) to communicate with students in a way that makes them feel less of an anonymous face in the crowd. Data analytics and an ever-growing number of communication platforms adds to the ability of marketers to hone their pitches to students. With the battle to recruit students to specific institutions tougher than ever, personalisation couldn’t be more of a priority.

New technologies to embrace

We might be moving out of the pandemic (touch wood!), but there can still be challenges when it comes to assuming that in-person is the first and best way for potential students to experience a university or other HE institution. Tech is here to help! Solutions such as AR/VR (augmented reality/virtual reality) guided tours, live content on social media, voice optimisation for smart speakers like Amazon’s Echo, audio experiences like those pioneered by the app Clubhouse and more can help seize the latest technology trends to offer students a new way of finding out about a particular institution. In a world of information overload, finding new ways to answer questions can be what it takes to keep prospective learners engaged. Just make sure that the user experience is a good one – and that you don’t sacrifice quality for innovation.

Focusing on making sure that content is seen and heard

If a tree falls in a forest, does it make a sound? It does if the news is shared in an ad on a hot podcast or Google search results are properly optimised for the phrases “tree,” “tree falling” and “notable sounds”. Marketers have to make sure that their messages will be well-received by prospective students. But they also have an uphill battle to ensure that this content is discovered.

The importance of inbound marketing has never been more essential, finding ways to draw the right people to the right content. Good SEO is important, as is knowing where best to reach prospective clients through targeted ads and the like. Finding the best way to reach the best people will create deeper, more rewarding relationships and avoid wasting marketing focus by messaging those not interested in what you have to offer. Fortunately, technology makes this easier than ever.

Image is everything – Canto, in partnership with Education Technology and University Business will be presenting a live webinar on 31st March 2022.

We’ll discuss why visual identity is key to student recruitment.

Join us:

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