With the online marketing landscape evolving quicker than most can keep up, successful digital marketing professionals work to stay on the cutting edge of technology and trends.
We can count on seeing immense changes from year to year. In 2017, we’ve seen significant updates and changes to marketing and social platforms across the web such as new features on Instagram and Snapchat, as well as marketing platform updates on Facebook and Adwords.
Highlights of the trends with the most influence that pushed digital marketing forward in 2017 were:
- An ever-increasing focus on the consumer experience. Marketers are finally grasping that the consumer shapes the journey we create for them.
- Analytics have more precision and power than we’ve ever seen before. The amount of data and the types of information you can gather from it is unmatched compared to previous years.
- Data-driven executives are more sought out than ever. As companies aim to connect the vast amount of channels and consumer touch points, they must have leadership that understands and supports the sophisticated technology to make these goals attainable.
- Better video content and more of it. Expect to see this increasing in the near future, with augmented reality taking the frontline of content.
- Marketing companies turn into digital marketing companies. It isn’t enough anymore to maintain relevance outside of the digital world as a business. CMOs and CTOs are shifting their teams to think digital-first.
The Higher Ed Marketing Journal has shed light on a handful of these changes and trends during 2017 through valuable insights, including:
- PPC Tips & Tricks: Facebook’s Lookalike Audiences
- How Google’s Removal of Right-Side Ads Affects Higher Education PPC Marketing
- How to Reach Prospective Students Through the New Instagram Stories Feature
- 5 Ways Snapchat is Changing the Way We Communicate
- How Pokemon Go is Causing Digital Marketers to Experiment with Augmented Reality
Additional trends to watch out for in 2018 include the boom of online video in social platforms, artificial intelligence and deep learning becoming more relevant in our everyday lives as it gets further ingrained into the technology we access to. There is also the continued growth of smartphone users in emerging markets, and the evolving power of Facebook advertising.
Digital marketing is more critical now than ever before in higher education and will only increase over time. Marketing higher education is multidimensional, as it expresses an institution’s brand while also educates potential students on topics they may already have a predisposition about, or are not fully informed on, such as online courses.
Experimentation is where a lot of marketers for higher education have been over the past few years, but with all of the tools and technology available to digital marketers come 2018, it is time to hone in available data and make strategic decisions to push universities forward towards growth.
To better understand where marketing is heading in the field of higher education and to realize opportunities for synergy through networking, a number of higher education marketing conferences are in place for 2018.
The 2018 Carnegie Conference
This student recruitment focused conference comes to Orlando in early 2018 and is designed for marketing professionals and staff at all levels of an educational institution. Aside from valuable insight from industry experts and carefully crafted presentations, the 2017 Carnegie Conference is taking place at Walt Disney World and includes exclusive access to backstage events.
When: Jan 17-18, 2018
Where: Orlando, Florida
Traffic and Conversion Summit 2018
The Traffic and Conversion Summit is highly beneficial for all digital marketers. In 2018, there will be a large focus on conversion breakthroughs in a variety of different channels. If you are running any kind of paid campaign in higher education, you need to make your way to San Diego for this information-packed conference.
When: Feb 24-28, 2018
Where: San Diego, California
2018 CASE Social Media Conference
To stay up to date on the latest trends in social media, higher education professionals are attending this valuable conference in Spring 2018. This conference is appropriately named Social Media and Community and offers insight into strategic storytelling and social engagement in the realm of higher education. Hosted at the Hyatt Centric in New Orleans, this conference is designed for enrollment professionals, alumni engagement professionals, administration, and more.
When: March 14-16, 2018
Where: New Orleans, Louisiana
Digiday AI Marketing Conference 2018
If you love innovation, then the Digiday AI Marketing Conference is right up your alley. Here, marketers will learn how artificial intelligence can assist in the digital marketing world. Learn about how AI can assist in things like content creation, customer service (can be applied to the enrollment process), and internal data organization. The use of artificial intelligence in marketing is not far away, so it’s best to stay ahead of the curve.
When: April 11-13, 2018
Where: Santa Barbara, California
The Adobe Summit 2018
Become an expert in being an experience-led business. Known as one of the largest digital marketing conferences today, the Adobe Summit offers more than 250 sessions and labs across specialized tracks to choose from with hands-on learning using Adobe’s marketing platform. Make connections with other digital marketers in your same space and industry all while learning cutting-edge digital marketing and trends for the future.
When: March 25-29, 2018
Where: Las Vegas, Nevada
Digital Growth Unleashed 2018
This conference should be of interest to all those who are in higher education marketing based on its tagline alone – “Optimizing The Complete Customer Journey.” As marketers we all know that getting students to our sites is only half of the battle. At Digital Growth Unleashed you will learn how to create the most compelling user experiences and how to get the most out of each user. Not only will you learn the best tactics, but you will also be introduced to emerging technology that will help you along the way.
When: May 16-17, 2018
Where: Las Vegas, Nevada
Digital marketers continue to hone their skills in search marketing and search engine optimization and the SMX London conference in 2018 is a powerful tool for further their education. Created by Search Engine Land, this international conference is sure to impress with a variety of workshops, expos and cutting-edge presentations. SMX London is located at 155 Bishopsgate on Liverpool Street in London.
When: May 22-23, 2018
Where: London, England
This fast-paced digital marketing conference put on by Search Engine Land is designed for experienced marketers. If you are looking to skip the basic questions and dive head-first into some fast-paced sessions, this is the conference for you. Here you will learn a wide range of cutting-edge SEO and SEM tactics that will help advance your expertise.
When: June 11-13, 2018
Where: Seattle, Washington
If you haven’t noticed, videos are becoming more and more popular in the digital marketing world. In higher education, it’s quite common to run into them on landing pages and as ads on social media. Learn the ins and outs of creating videos for the internet at this unique conference. Attending Vidcon will likely put you two steps ahead of your competition.
When: June 20-30, 2018
Where: Anaheim, California
2018 eduWeb Digital Summit
In Summer 2018 comes the annual eduWeb Digital Summit which offers tracks for any type of higher education professional. These tracks range from email marketing to data analytics, to mobile design and strategy. A variety of valuable workshops and networking events are offered to attendees to this innovative conference located at the Westin Gaslamp Quarter in San Diego.
When: July 23-29, 2018
Where: San Diego, California
Content Marketing World 2018
If you’ve spent any amount of time in digital marketing, then you likely know how important content marketing is. The Content Marketing World conference in Cleveland is jam-packed with speakers who are experts in content marketing. Here you will learn everything you need to know to build a content marketing strategy that will grow your school’s program or client’s program and inspire your audience.
When: September 4-7, 2018
Where: Cleveland, Ohio
In Sacramento this fall, higher education professionals can attend the HighEdWeb Annual Conference with keynotes from Tatjana Dzambazova and Felicia Day. The four-day conference is chalk full of creative workshops and well-planned track sessions including Here There be Dragons: Navigating the Faculty/Staff Divide and Shattering Silos: Sharing Science on Social. Don’t miss out!
When: October 21-24, 2018
Where: Sacramento, California
2018 Symposium for the Marketing of Higher Education
Late 2018 promises to deliver the annual Symposium for the Marketing of Higher Education which brings together a large group of higher education professionals and exceptional keynote speakers. This yearly conference offers a host of valuable networking opportunities with like-minded professionals.
When: November 4-7 2018
Where: Orlando, Florida
Converge 2019 is an annual higher education recruitment and inbound marketing conference that hosts a number of interactive workshops and handpicked presenters from institutions such as Harvard, UNC Chapel Hill, and Temple.
When: Feb 19-21, 2019
Where: Atlanta, Georgia
Want to know which conferences Circa Interactive is attending this year? Ask us in the comments below or Contact Us Here.
Special thanks to Frederic Lee for his contribution to this post. Follow him on Twitter @FredHigherEd