MARKETECH APAC tackles higher ed’s digital marketing strategies in ‘new normal’ in webinar for APAC universities

MARKETECH APAC Inside Innovation

Singapore – MARKETECH APAC, the news content platform dedicated to the advertising and marketing industry in the APAC region, has recently concluded its webinar Tuesday, April 13, which tackled the changing education landscape amid the pandemic and how this has pushed the imperative for higher education institutions to recalibrate their current marketing roadmap, specifically schools’ digital marketing strategies. 

Moderated by Gabriel Ponzanelli, the vice president of global SaaS solutions Siteimprove for the Asia Pacific region and Japan, the webinar, Asia-Pacific Outlook 2021: Reimagining your higher education web strategy, presented a panel of esteemed marketing leaders from Australian universities to discuss the current challenges and opportunities for universities in delivering a student experience now that the academic community has been thrust to completely navigate in a virtual environment. 

A presentation has also been showcased by Siteimprove’s digital marketing consultant Rick Elenbaas, who discussed in detail the definitive changes in the student journey and how they have affected students’ expectations. 

As the name of the virtual event promises, Elenbaas laid out the three core steps in delivering a converting and retaining web experience, namely: achieving an uninterrupted digital student journey, making your digital journey accessible, and becoming digital resilient and future proof. More details on this presentation to be found in the webinar’s on-demand access. 

In addition, Elenbaas also covered a lot of ground on how digital natives are outnumbering other students and what vital characteristics a university’s student experience should embody in order to truly connect and resonate with this group of individuals. Furthermore, he also emphasized a strand of students’ navigation online that some universities fail to pay more attention to and that is, the accessibility of their campus websites, that goes beyond just addressing visual impairment. 

Meanwhile, the panel discussion included panelists Paul Gower, deputy director for marketing & user experience at Curtin University, and Monica Hong, the digital marketing national manager of Australian Catholic University. The panel delved into the different points of the student journey and how each has been turned around by the absence of physical interactions. Gower and Hong, through the lens of their own universities, provided a picture of how the larger education space is changing – from delivering a seamless application process to conducting ‘open days’ and ‘student orientations’ at this new normal and to adapting the digital strategy for both the domestic and international markets.

The panelists also bared how each of their teams dealt with the challenge of moving into the unknown when the pandemic first struck, and how in such a massive environment and space as digital, they manage to prioritize which communication points are most important in user experience such as the accessibility of campus websites. 

The webinar was conducted under MARKETECH APAC’s webinar series Inside Innovation, and is in collaboration with Siteimprove. Siteimprove is a global SaaS solutions that provides organizations with actionable insights to deliver an effective digital experience that drives growth. 

You may register here to obtain access to the on-demand webinar.

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