In higher education, the traditional criteria for building a marketing technology (martech) stack are shifting, with Gen Z now dictating audience expectations over basic functionality. Unlike past generations that primarily engaged through email or printed materials, Gen Z prefers platforms such as TikTok and Instagram for authentic interactions. This generation's demand for personalized communication and genuine student experiences is changing how colleges market themselves, making it imperative for institutions to evolve their strategies or risk falling behind in this competitive landscape.
Gen Z is rewriting the rules of engagement...social media is often the first touchpoint, with TikTok, Instagram and AI influencing decisions.
In the 2020s, social media is the go-to for Gen Z, with authenticity, diversity and real student experiences outweighing polished brochures.
Today's biggest driver isn't functionality - it's audience expectations. For colleges, that means adapting to Gen Z.
Institutions must evolve or risk falling behind; Gen Z's demands challenge legacy systems, pushing for hyper-personalized outreach.
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