Key Trends in the Era of the Modern Learner from the 2025 Marketing and Enrollment Management Benchmarks Report
We are at a pivotal point in higher education, the Era of the Modern Learner. This new era, shaped by evolving technology, changing cultural dynamics, and shifting student priorities, is revolutionizing how colleges and universities engage with students.
Modern Learners are not who they used to be. They are:
- Discerning, using data and online resources to thoroughly research programs and institutions.
- Highly Informed and Goal-Oriented, demanding personalized experiences tailored to their specific needs.
- Focused on ROI, seeking educational options that offer a clear return on investment and equip them with practical skills for future financial viability.
To succeed in the Era of the Modern Learner, institutions must adapt and embrace a Unified Enrollment Approach that seamlessly integrates marketing and communications across the campus, ensuring a consistent brand message reaches all audiences. This means moving beyond traditional demographic-driven strategies and embracing the commonalities that bind today’s diverse student population as Modern Learners.
The 2025 Marketing and Enrollment Management Benchmarks Report offers higher education leaders with the knowledge and insights needed to effectively navigate the landscape.
Key Trends Impacting Higher Education Marketing and Enrollment Management
The Rise of Stealth Applicants
A growing number of students prefer to explore college options privately, submitting applications directly without engaging with admissions offices beforehand. This trend, known as stealth applying, presents a challenge for institutions to connect with these elusive prospects, requiring refined media spending strategies to justify investments and adapt to this evolving application behavior.
Program Demand Shifts
Analysis of site traffic reveals significant shifts in program demand. Healthcare and vocational training programs are experiencing a surge in interest, reflecting a growing societal focus on healthcare careers and a shift towards practical skills and direct employment pathways. Conversely, traditional arts and humanities fields are facing declines, suggesting students are prioritizing fields perceived as more job ready.
The Power of Organic Search
Organic search remains a highly cost-effective way to attract prospective students, with over a third of all education website visits originating from organic search. Institutions need to prioritize website performance and optimize their online presence to capture this valuable traffic source.
Digital Advertising Dominance
Institutions are strategically increasing their investment in digital advertising, particularly across platforms like Google, social media, and mobile video. This shift reflects the Modern Learner’s digital-first consumption habits and the effectiveness of these channels in driving awareness and conversions.
AI-Powered Personalization
AI-powered tools, such as Google’s Performance Max, are transforming how institutions optimize advertising campaigns and personalize content delivery. These tools leverage machine learning to enhance ad performance across multiple Google channels, leading to more efficient and effective outreach.
2025 Key Recommendations for Higher Ed Leaders
- Break Down the Walls:
Embrace a unified approach to enrollment that integrates marketing and communication strategies across the entire institution.
- Be Transparent and Demonstrate Value:
Prioritize transparency and demonstrate value, providing clear information about costs, program details, and career outcomes.
- Go Digital or Go Home:
Develop a robust digital marketing strategy, leveraging the power of organic search, paid advertising, and video content.
- Leverage the Power of AI:
Harness the power of AI, utilizing tools like Google Performance Max to optimize campaigns and personalize content delivery.
- Stay Agile and Responsive:
Continuously adapt to the evolving needs and preferences of the Modern Learner.
By understanding these trends and proactively adapting strategies, higher education institutions can effectively engage Modern Learners, navigate the evolving landscape, and achieve enrollment success in 2025 and beyond.
For a more in-depth analysis of the current higher education marketing and enrollment landscape, download our comprehensive Marketing and Enrollment Management report. It’s packed with EducationDynamics’ proprietary data, insights and actionable strategies to help you grow enrollment.
EducationDynamics is dedicated to helping colleges and universities navigate these complex challenges. We offer proven solutions to help you implement these key recommendations and achieve your enrollment goals. Contact us today to learn how we can partner with you to reach the Modern Learner and thrive in the evolving higher education environment.