Connecting with students through marketing that “understands” them: Opinion

In a recent article for the evoLLLution, Elania Jackson (Concordia University Texas) argues that students want to see meaningful marketing rather than personalized marketing. Jackson writes that the personalization of consumer engagement has changed prospective students’ expectations, with students now wanting to feel like an institution “understands” them. The author argues for seeing personalization as a campus-wide commitment to learn about students with the aim of improving the student experience. “The future of recruitment is not simply sending more messages,” concludes Jackson. “Most students are already overwhelmed with messages. The future of recruitment is creating experiences that help students feel known.”