As the first half of 2024 comes to a close, several future digital marketing trends are on the horizon, offering new opportunities and challenges for educational institutions to embrace. In this article, we aim to give you an overview of 5 key future areas of digital marketing, based on research findings. Let’s take a look!

1. A strategic approach to digital marketing 

Given the importance of digital marketing, using a strategic approach is best practice. Surprisingly, however, according to research nearly half of businesses lack a defined digital marketing strategy, despite actively engaging in digital marketing activities. Aligning your digital efforts with overall marketing and brand strategy is essential for maximising return on investment (ROI).

2. Digital marketing maturity and forecasting

On the back of this, many businesses recognise the need to improve their digital marketing capabilities. While more than half currently rate at lower maturity levels, there is a stark contrast in their future projections, suggesting plans to invest and achieve higher levels of digital maturity by 2024.

3. Data-driven decision making

Successful digital marketing hinges on data-driven decision-making. However, only half of businesses are making use of fundamental evaluation techniques, like digital marketing dashboards and defined marketing source codes. Implementing structured testing and improved analytics practices will be crucial to gain insights and enhance effectiveness in the future.

4. Digital media and content marketing

Organic search, Google Ads, and content marketing are rated as the most effective marketing channels, emphasising the importance of a strong online presence and engaging content. Additionally, the integration of AI for content creation is gaining popularity, with one-third of businesses having recently started to utilise this technology.

5. Digital experiences and messaging

Delivering personalised digital experiences and messaging is vital, yet many businesses need to improve in this area. Well-defined marketing technology (martech) stacks are essential for seamless integration of systems and delivering relevant communications across channels.

Embracing these future trends will be vital for international educational institutions to attract and engage potential students in an increasingly competitive global market. 

Written by Stephanie Clark