New attitudes toward education are emerging. Some are temporary, and others could shape a generation. While most prospective college students see a degree as the gateway to their desired career, Gen Z expressed strong pre-COVID price sensitivities. The latest attitudes toward education indicate a renewed openness to upskilling, e-learning and homeschooling.
Google has seen increased searches in the last 90 days for terms such as online healthcare degree, online master’s degree, and online course. For paid search campaigns in higher education, there has been about a 10% and 8% increase in ad impressions for new career and vocational related queries, respectively. In Florida, the search demand for online learning has tapered slightly, while the demand for online course remains steady.
Always Be Connecting
Keep two sets of prospects in mind: The ones who can buy now, and the ones who will later. For the ones who can buy now, be clear about your value proposition. For the ones who will buy later, leverage promotions, content and digital channels (email, social media) to activate/engage them now.
3 Things You Can Do Right Now
Make sure your Google My Business information is up-to-date.
Analyze your website traffic and analytics for signals from the market.
Revisit your media mix with a generational lens: Boomers, Gen X, Millennials, Gen Z.