Summa cum click: The digital transformation in university marketing

Gamechanger Internet

The internet has revolutionised the university search by drastically facilitating access to information. Just a decade ago, printed brochures, education fairs and personal recommendations were the main sources of information. Today, universities offer comprehensive information on their websites - from course catalogues and application requirements to virtual campus tours. Interested parties can find out about various programmes from the comfort of their own home.

Search engines also play a central role. With simple entries such as "best universities for engineering" or "creative art colleges in Germany", interested parties can quickly find a wealth of information. Rankings, ratings and experience reports on external platforms support the decision-making process.

Social media as a new space for interaction

Social media has had a major impact on the way colleges and universities interact with potential students. Facebook, Instagram, X ( formerly Twitter) and LinkedIn offer universities the opportunity to engage directly with current and prospective students, advertise events or provide insights into campus life.

Instagram and YouTube are particularly effective as they provide visual content that conveys campus life and the culture of the university. Virtual campus tours, interviews with students and lecturers and live events offer an authentic insight into everyday university life.

Unbiased insights through evaluation platforms

Evaluation platforms and online forums such as StudyCheck, Unicum or The Student Room are becoming increasingly important and represent ever more important sources of information. Testimonials from current and former students provide interested parties with unbiased insights into the degree programme and the quality of education. As they experience the advantages and disadvantages of a university first-hand, this has a significant influence on their decision-making process.

Digital endeavours of universities

German universities have recognised the importance of a strong online presence and are increasingly investing in digital university marketing and online communication. As a result, they have made their websites more user-friendly and offer online application portals to simplify enrolment. Some universities also use targeted advertising on social media and search engines to address specific target groups.

One practical example is the Würzburg-Schweinfurt University of Applied Sciences (THWS), which is being supported by RYZE Digital in a four-year awareness campaign. The campaign aims to create long-term measures to attract professorial staff. LinkedIn Ads and Google Display Ads are helping to raise awareness of THWS and position it as an attractive employer. Find out more about this project here.

Despite some efforts, however, much of the digital university communication is still not appropriate for the target group. Many prospective students are disappointed when they look at the social media channels of universities or departments. Universities that see themselves as leaders in their field do not appear in Google searches and therefore fly under the radar. This leads to missed opportunities in the recruitment of young academics and lower visibility and reputation. It also makes them less attractive to international students.