I have been in the higher education sector for over 17 years and unfortunately have continued to see marketers make the same mistakes over and over again. Some of these errors are the fault of foundational business orientation (such as lead evaluation versus quality evaluation), while other mistakes are the results of marketers not fully understanding the technical abilities of today’s digital executions. Further, higher education practitioners are challenged with the changing trend in demographics (Millennials) and user behavior (such as mobile versus desktop).


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