Insights — Announcing Our New Research Study: The State of Higher Education Website & Marketing Technology

Announcing Our New Research Study: The State of Higher Education Website & Marketing Technology

Announcements , Website & Marketing Technology Study / August 10, 2021
Bob Rafferty
Bob Rafferty

We're excited to announce a new research study on the State of Higher Education Website and Marketing Technology in partnership with Pantheon and Siteimprove. This study — the first of its kind — is a complement to our Higher Ed CMO Study and will be instrumental in helping to benchmark,  inform, and advance your institution’s Website & Marketing Technology strategies, initiatives, and priorities.

Why are we conducting this new research study?

The digital experiences that higher education marketers are tasked to create are constantly evolving. In part, because strategies continually evolve as new data sets are amassed and new insights are discovered about how audiences are engaging with brands. But they're also evolving because the tools we use to drive engagement are constantly changing.

We were also curious about what technology the industry is using to advance and manage their digital experiences. With more than 8,000 platforms available to drive brand experiences, we wanted to dig deeper into what was really moving the needle on campuses. 

  • Which MarTech & WebOps tools are most commonly used? And why?
  • How are institutions approaching their web strategy and collaborating across divisions?  How are they resourced?
  • Is the institutional website part of an integrated, cohesive marketing strategy? Is the institutional website a strategic campus priority? 
  • What other critical data & insights do higher ed professionals can we uncover to about what’s working well at other institutions?

Take the Survey Now

Is this the same thing as the CMO Study? 

No, this study is in addition to our Higher Ed CMO Study. We wanted to deepen the scope of questions into institutional website & marketing technology in addition to learning more about digital and data strategies. But we knew that ownership and decision-making authority of institutional websites are often shared and collaborative efforts across multiple divisions. So, we developed a new research study to augment our CMO Study findings and to dive much deeper into technical aspects surrounding MarTech stacks, WebOps, and organizational alignment. 

We believe this new study — the first of its kind — will be instrumental in helping to benchmark,  inform, and advance your institution’s Website & Marketing Technology strategies, initiatives, and priorities.

 

Is this a study for higher ed marketers or higher ed IT professionals? 

Both. We designed the study to generate insights that would prove valuable to CMOs, CIOs, and CTOs — but, just as important — to help answer the questions of directors, managers, and associates working on the frontlines. At most institutions, ownership, and decision-making authority of the institutional website are shared, collaborative efforts. We're trying to better understand how those teams work together to achieve strategic goals. 

Who are your study partners?

To ensure we were uncovering as many insights as possible, we invited Pantheon and SiteImprove to collaborate with us on the study. Both are technology companies we value and trust, and who partner with higher education marketers on a daily basis. They have regular conversations with teams of universities across the country and provide some unique perspectives when it comes to knowing what questions are the most important to answer.

Who's eligible to take the study? 

We’re inviting higher education CIOs, CTOs, Directors of Digital, and other senior professionals who oversee their institution’s Website and Marketing Technology at all 4-year nonprofit colleges and universities in the U.S. to participate. This industry-wide comprehensive survey will capture comparative data on website and marketing technology, organizational structure, strategic priorities, measurement, performance, and more.

When will you publish the findings?

We'll publish our report later this fall. Stay tuned. 

Where can I sign up? 

We thought you'd never ask. Sign up here & we'll send your personalized survey link.