From Clicks to Campus: Marketing Trends Transforming Education in 2024

Entering 2024, let’s explore the key trends set to dominate marketing in the educational sector. Our team at “Lead Gen and CRM” has compiled a summary highlighting the ways educational institutions will engage with their students in 2024.

Email marketing stands out as one of the trendiest digital marketing channels for businesses, and this holds true for the education industry as well.

Did you know?

53% of Gen Zers who were asked said they enjoy getting emails from their favourite brands once a week.

For millennial respondents, the number was 66%.

Source: Source: Forbes, 2022.

One might assume that email marketing is effective for Millennials but not for the younger generation, Gen Z, whose communication primarily occurs on social media. However, the surprising fact is that their engagement with email, as indicated by list sign-ups, is on the rise. Furthermore, email remains the preferred communication channel for prospective students when interacting with colleges and universities.

Email marketing proves valuable across the entire lifecycle of the buyer’s journey in the education industry. Here are examples of how it can be implemented:

  • Showcase to prospective students why your institution is the best fit for them
  • Keep enrolled students informed about institution activities
  • Foster a stronger community
  • Maintain connections with alumni and ensure advocacy.

Discover examples of highly effective emails for educational institutions.

2. Personalised Content

Personalised content serves as a means to deliver pertinent information, enhance user experiences, and establish more meaningful connections with potential students. The path to personalisation in education marketing commences with a profound understanding of your audience. Through strategic segmentation of prospective students based on demographics, interests, and academic pursuits, universities can craft tailored content that resonates at every stage of the enrollment journey. 

Here are examples of topics that address specific pain points of potential students:

  • Clarification of admission processes
  • Information on available financial support programs
  • Insights into student life
  • Exploration of career prospects.

These topics can be delivered through student-focused guides, articles, videos, webinars, and on-site events.

3. Short-Form Videos

Short-form videos adeptly capture and retain the attention of today’s audience, characterised by short attention spans. This makes short videos a potent tool for conveying essential information in a readily digestible format. When posted on social media platforms, short-form video content proves to be the most effective when targeting younger audiences. The content should be optimised for mobile feeds, and video lengths of 15-60 seconds are particularly suitable for this purpose. The popularity of short video content also provides an opportunity to repurpose longer videos with minimal edits.

4. CRM and Marketing Automation

Educational institutions are elevating their recruitment efforts, improving efficiency, and providing a personalised experience to prospective students through the utilisation of  Customer Relationship Management (CRM) system. The integration of marketing automation tools with a CRM empowers decision-makers to automate email campaigns, track lead interactions, and seamlessly guide prospective students seamlessly throughout the recruitment journey. This integration facilitates personalised communication, targeted messaging, and prompt follow-ups, thereby enhancing engagement and increasing conversion rates.

Explore further about how marketing automation and CRM helps educational organisations and institutions in attracting new students.

5. SEO Marketing

SEO marketing is a cost-effective and impactful strategy for distinguishing yourself in a competitive landscape, positioning itself as a prominent trend in higher education marketing. Through improving your ranking in search engine results, SEO boosts the visibility of your website for prospective students actively seeking information. The key to success in SEO marketing lies in providing informative, valuable, and engaging content that directly addresses the needs and questions of your target audience. It is crucial to ensure that the content is well-structured, easily readable, and optimised for relevant keywords to achieve optimal results.


To summarise, the 2024 trends in education marketing emphasise the need for effective student engagement. From integrating CRM and marketing automation for personalised communication to the enduring effectiveness of email marketing and the dynamic impact of short-form videos, educational institutions must adopt a multichannel approach. Content personalization and SEO marketing contribute to relevance, ensuring that institutions not only attract but also engage and retain students

What's next for you?

To optimise the efficiency of scaled marketing in the education industry, leveraging CRM and Marketing Automation tools is crucial. However, the choice of the right solution requires careful consideration. An essential factor is having a local team that is easily accessible and supportive, not only during onboarding but also responsive to your requests at any time. The “Lead Gen and CRM” team operates from Malaysia, boasting a proven track record of successful lead generation campaigns and digitization services in Malaysia, Singapore, and Hong Kong. Explore how “Lead Gen and CRM” can elevate your education business in 2024 – contact our team now..

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