Digital first: It starts with mindset change

Jennifer Johnson

Journal of Education Advancement & Marketing, 2017, vol. 1, issue 4, 367-379

Abstract: This paper provides an example of how one university adopted a digital-first mindset. It outlines the tools that were created to develop a digital content backbone, as well as the corresponding strategies used to drive traffic to those digital assets. The paper then summarises the digital initiative by outlining early indicators of success, lessons learned and some of the benefits the university realised by focusing on digital first.

Keywords: marketing; digital marketing; admissions; recruitment; higher education (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2017:v:1:i:4:p:367-379

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