Just a couple of decades ago, marketing academic programs and recruiting students consisted of traditional methods of paid advertising, along with campus visits. Previously, for coverage, college recruiters relied on:
- Paid ads in the industry publications
- Ads in other print and electronic media
- Campus visits
These tactics are still very powerful for college recruiters and officials to market their academic programs. However, the media landscape has changed substantially. Students are turning to search engines and social networks to gather information. There is a fundamental shift in the way people gather and digest information. People are searching, discussing, and recommending online. With this in mind, colleges need to understand and leverage this huge online opportunity to reach out to prospective students and their families. To tap this opportunity, they need to have a strong web presence in the form of their websites.