Institutions are set to welcome a group of students who live their lives in a digital world. Think about it. They may, for example, have never set foot in a bank branch, and they cannot conceive of life without a smartphone and the instant access to information that it provides. Their expectations of always-on, instantly available services are set by the likes of Amazon, Uber, and Netflix. In short, when these digital natives start arriving on campus, they'll bring with them some very different ideas about how life should be organized and how they expect to navigate every element of their experience—from lecture halls to living accommodations. As institutions begin to realize that digital experience extends well beyond offering online classes, we’re starting to see the same focus today on providing enhanced digital environments as there was on developing better physical spaces a decade ago.
Digital is changing everything from pre-admissions to the experience in the classroom. Innovations such as the connected campus will enable students to use their mobile devices as a 'remote control' for their entire university experience. The use of augmented and virtual reality is changing how students interact with their teachers.
Universities have among the most demanding customers in the world: students. As digital natives, their expectations are set by the digital experiences they get every day. To meet those expectations, universities need to ensure that they can deliver a compelling and immersive digital experience. That starts from before students have applied: digital marketing is now a crucially important route for attracting potential students. While many institutions are already embarking on their digital transformation journey, our research has shown us there is still a divide between a digital experience and a truly innovative digital experience. The key is understanding how to get over to the other side.
How can universities bridge the talent gap and acquire digital marketing skills to meet the demands of technology and user preferences?
Artificial intelligence (AI) is the number one technology trend poised to transform organizations . While AI is already transforming industries such as banking and healthcare, applications in higher education are only beginning to emerge. It is important to remember whilst AI is a general term – referring to many technologies that can be combined in different ways to sense, comprehend, and act to improve how we process, analyze, learn, decide, and personalize – it's true potential is unlocked when working with people not instead of them. With this in mind AI can improve institutional operations as well as the student experience.
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