The consumer and their purchasing behavior have changed, so it is necessary to change the way of selling and marketing.
The discussion between student recruitment online and offline seem increasingly irrelevant, as customers tend to adopt an omnichannel habit: they compare prices online, talk to other consumers outside the network, visit points of sale... all without making the distinction between the channels you use.
We can already say that there is an omnichannel consumer journey. Is your educational institution prepared for this reality?
Understand how this trend is changing consumer habits, how it impacts the students’ journey and how it is possible to explore this way of marketing!
What is the omnichannel consumer journey?
It is the journey that the customer takes before deciding to purchase through the multiple channels available to them. Today, it makes little sense to focus solely on physical or digital channels, or to use both without integrating them. The student does not distinguish between the two experiences, as the brand behind them is unique.
The omnichannel consumer journey, therefore, is much more complex. Students can be converted on any channel, which increases the need to invest in the consumer experience.
Why should you pay attention to omnichannel behavior?
If the omnichannel consumer journey is already a business reality in numerous sectors, in education, especially higher education, it is emerging with much more strength!
A large part of the audiences of these institutions are people who live 24 hours a day, have information at their disposal and will accept nothing less than a lot of Google searches, conversations and knowledge about the brand's reputation before making a decision.
Frustration with the relationship on one channel, digital for example, will impact the student's entire journey, even if you have excellent service in person or over the phone. In addition to quality in all media, it is necessary to integrate them, offering students an uninterrupted shopping journey.
Attracting students online and offline are the same thing. Both have the same objective and reach the same consumer who seeks relevant information on various channels.
Furthermore, the use of technologies such as artificial intelligence and marketing automation has become increasingly essential to map student behavior, personalize service, and increase conversion rates. Modern educational CRM tools allow you to integrate interactions across multiple channels and facilitate the student's decision-making journey in real time. This strengthens not only student recruitment but also student retention in a competitive digital environment.
SEE TOO:
- 6 Buyer’s Journey Insights in Analytics Strategies;
- How the CRO will help your consumer's experience on the web;
- What factors influence consumer behavior?
How to benefit your company’s omnichannel consumer journey
Pay attention to your media on mobile
Mobile is much more than a complementary way of accessing online services. It is already the only means of browsing the internet for almost 50 million Brazilians. The consequence of this is a student journey that, for the most part, is covered on smartphones.
So, don't adapt your communications to cell phones, think for them initially! This improves navigability and, consequently, the user experience.
An additional tip is worth an additional tip here: Google recently announced that it will index content first on mobile. Therefore, invest in the mobility of your communication!
More than just a presence on mobile devices, the focus should be on a personalized experience, based on browsing data, content preferences and previous interactions. This level of personalization is already an expectation of the connected public, and can be decisive for the success of the recruitment process. According to experts, personalizing the potential student's journey helps to increase engagement and reduce dropout rates even in the decision-making process.
Have a unique student support service
It doesn't matter where the demand came from: by email, social media or telephone. The service team must be ready to resolve it regardless of its origin. Remember that in the omnichannel experience, it doesn't matter much which channel you use, but rather your experience with the brand.
Caption: Young people interacting with smartphones, tablets and notebooks, representing omnichannel behavior.
Create integrated databases
For you to invest in marketing campaigns that take into account the omnichannel consumer journey, it is essential to have an integrated database. The information generated during a lead capture or when registering, must be available for consultation by anyone (from the sales and marketing team, for example).
An integrated database also enables more in-depth analysis of the lead journey, allowing for strategic adjustments in real time. Furthermore, with the use of appropriate platforms, it is possible to build predictive models that anticipate candidate behavior, optimizing the distribution of efforts by the marketing and sales teams. Data integration, therefore, ceases to be an option and becomes a key step in the commercial intelligence of institutions.
Keeping in mind the omnichannel consumption journey, attracting students online or offline will become much easier. Make sure your educational institution is doing this correctly!
Did you already know about the omnichannel consumer journey? What about learning how to attract and convert more students online and offline?
How does the omnichannel journey impact student recruitment?
What is an omnichannel journey in education?
An omnichannel journey refers to the student’s path across multiple connected channels — online and offline—before making a decision to enroll. They may browse your website, read reviews on social media, and then visit the campus, all within a single, continuous experience.
Why is the omnichannel approach important in student recruitment?
Because today's students are digitally empowered and expect seamless experiences. They interact across various platforms and touchpoints before choosing an institution. Providing an integrated journey increases engagement, builds trust, and significantly boosts conversion rates.
Which tools support an effective omnichannel strategy in education?
CRM platforms tailored for education, marketing automation tools, artificial intelligence, and omnichannel chatbots (e.g., WhatsApp, SMS, and webchat) are key. They help track lead behavior, personalize communication, and integrate all touchpoints in real time.
How can my institution adapt to students’ omnichannel behavior?
Ensure mobile-first design, unify your data sources, and train your staff to provide consistent service across channels. Personalize messages based on browsing behavior and offer continuity from first click to enrollment.
Is mobile really that important in the student journey?
Absolutely. For many users, especially in emerging markets, mobile is the main access point to the internet. Students explore courses, request info, and even enroll through their smartphones. A responsive website, real-time chat, and mobile-friendly content are now essential.
How does data integration improve recruitment efforts?
Integrated data allows for a deeper understanding of each lead’s journey. It helps teams optimize campaigns, identify patterns, and personalize outreach. It also supports predictive models that anticipate student behavior and boost recruitment efficiency.
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