Through effective digital marketing communi contemporary, cost-effective and pertinent platforms, says Professor David Russell any universities have alteady ‘embraced the wtlisation of digital media to support ther student recruitment and retention objectives. Through effective digital marketing communications universities ae able y ltforms. By to potential students via contemp cost-effective and pertinent developing external mediums such as social media accounts, blogs and email marketing solutions, institutions ae able to monitor engagement and response rates from potential seudents TThe prevalence and prestige of digital media communications within HE institutes was demonstrated during the 2014 Sixth Sense survey, which polled 69 UK university and further education marketing teams in regards to their communications digital mas —7296 of respondents sad that ting was more important now Through utilisation of online technical Ce Cu platforms, universities are also equipped tomaximise student retention through {nereased communication initiatives and g-edge digital ofers, The University of South Wales has imple application called “Unibox USW’, which enables students to explore courses, book ‘open days and view-recor This shistin the digital climate isnot confined to the UK, butisa worldwide trend in industry development. Universities USA, Australia and Ch implementing integeated software solutions suchas stud ent orientation programmes, withthe aim of facilitating a positive and sonal campus experie . For example, at Boston University in the USA, students take pat in team building activites, panel discussions and view informational video clips. Utilisation of digital media in these capacities was an aspiration from Generation Yande We have an opportunity to con pectation from Generation X tit Paterson sare Qeehteced een Sycaniermer etre iicccar le and subsequent choices” ions universities are able to transmit messages to potential students via students on a deeper level that resonates ‘with heir culeural lifestyle and subsequent choices. Digitisation is the future of the industry, and by realising our potential for enhanced communication, retention and cruitment, we are able co revolutionise the Professor David Russell is Founder and Chairman of the Russell Partnership. The Russell Partnership is consultancy specialising within Catering, Conferen Events and Leisure Markets. W.www.russellpartnership.com (@UB,UK L nw universtybusiness.couk | 48