Integrating digital marketing into a broader postsecondary communications and marketing strategy: Editorial

With a student’s first interaction with an institution typically occurring online, digital marketing must be integrated into a postsecondary institution’s overall marketing and student experience strategies, argues Samantha Lehmond (University of Regina). Lehmond asserts that it is imperative that the institution’s online footprint positively informs its overall brand and is shaped by the needs of the prospective student. An institution’s digital marketing should speak to a “student’s why,” Lehmond explains, by answering questions about why the student is seeking out an education in the first place. She concludes that digital marketing should also be continuously monitored and improved upon to match the rapidly changing demands of the sector.