Artificial Intelligence is transforming nearly every facet of marketing. While most professionals have at least dabbled in leveraging generative AI tools to assist with research or help write an email, this is just the tip of the iceberg. For higher ed enrollment and marketing leaders looking to improve marketing outcomes and extend their capacity, understanding the full potential — and limits — of AI is crucial. In the first installment of this two-part blog series, we’ll take a look at AI’s potential for enrollment marketing.
Data Analysis, Predictive Analytics and Personalization
One of the most impactful applications of AI in enrollment marketing is in data analysis and predictive analytics.
AI can sift through vast amounts of data from various sources — such as social media interactions, website behavior, and historical enrollment data — to identify patterns and trends that may otherwise go unnoticed. This analysis enables institutions to predict which prospective students are most likely to apply and enroll.
With these predictions, recruitment marketing teams can tailor their strategies to target high-potential students more effectively, optimizing their outreach efforts and improving conversion rates.
AI can also help enrollment and marketing teams meet students’ expectations for personalization. By analyzing individual student data, AI can generate highly personalized content that resonates with prospective students’ specific interests and needs.
For instance, AI can tailor email campaigns to highlight programs, campus events, and opportunities that align with a student’s academic and extracurricular interests.
This level of personalization creates a more engaging and relevant experience for prospective students, increasing their likelihood of considering and ultimately choosing the institution.
In addition, AI-powered chatbots and virtual assistants can significantly improve the prospective student experience by providing instant, 24/7 support.
These tools can answer frequently asked questions, guide students through the application process, and provide personalized recommendations based on real-time data analysis. This not only enhances the student experience but also frees up valuable time for admissions staff to focus on more complex and personalized interactions.
For higher ed enrollment and marketing leaders looking to improve marketing outcomes and extend their capacity, understanding the full potential — and limits — of AI is crucial.
AI technologies are still evolving – they’re not perfect yet – but it’s clear that AI is the future of marketing. By leveraging AI for data analysis, personalization, and real-time support, enrollment and marketing leaders can create more effective, targeted, and engaging recruitment campaigns.
This blog was taken from the Capture Higher Ed executive brief, “AI in Action: Advanced Strategies for Enrollment Marketing.”
