Gen Z is Transforming the Martech Landscape in Higher Education
Building an effective martech stack in higher education has always been a thoughtful process, rooted in aligning with business objectives, integrating key features, ensuring compliance, and optimizing functionality. However, in this ever-evolving landscape, audience expectations are now the primary drivers of change, particularly as institutions grapple with the distinct needs of Gen Z.
Why Gen Z Matters: More Than Just Users
Gen Z is not simply shifting the marketing strategies employed by colleges and universities; they are redefining the entire martech stack. Here’s what this transformation entails:
- The selection of tools.
- Modes of communication.
- Metrics for measuring success.
From TikTok to real-time text messaging, this generation demands interactions that legacy systems often fail to provide. Institutions must adapt or risk being left behind.
Gen Z: The New Architects of Engagement
Historically, the way students explored their college options has evolved dramatically. In the ’90s, printed guides like Barron’s Profiles of American Colleges set the stage for college research. Fast forward to the 2000s, and platforms like CollegeBoard.org began to dominate the scene. By the 2010s, social media outlets such as YouTube and Facebook became essential in the decision-making process.
Entering the 2020s, platforms like TikTok and Instagram have emerged as key players. For Gen Z, authenticity and diversity are paramount, overshadowing glossy brochures and polished promotional content. The expectations have shifted—not only are new tools at their disposal, but the ethos behind these tools has been completely redefined.
Dig deeper: How Gen Z values are changing marketing
Real-World Insights: A Personal Journey through the Gen Z College Search
Watching my sons navigate their college search was an eye-opener. Traditional email communication? A complete waste of time; they simply didn’t check their inboxes. If I wanted a response, I had to resort to text messaging.
Official social media posts fell flat, yet they were captivated by student-generated YouTube content. Instead of beautifully crafted brochures, they sought real narratives showcasing authentic college life. They didn’t sift through institutional websites; they turned to ChatGPT and Perplexity, posing direct questions and receiving instant responses.
This experience highlighted a striking truth: the institutions that understood and responded to their preferences were the ones they ultimately chose.
Gen Z is Reshaping the Martech Stack: Here’s How
In a surprising twist, Gen Z has flipped the narrative. No longer are colleges the sole voices in the dialogue; Gen Z is now steering the conversation on their own terms. As digital natives, they have grown up in a world peppered with smartphones, social media, and hyper-personalization. Here’s how this manifests in the new marketing landscape:
- Instant responses are expected—long emails are history.
- Authenticity is prized over polished marketing materials.
- Trust is built more through peer recommendations than through institutional messaging.
- Personalized experiences are necessary to captivate their attention.
These shifts are reshaping not just content formats, but also compelling schools to reassess their entire martech ecosystem.
Messaging Platforms are the New Emails
Text messaging has overtaken traditional emails in preference. While email still holds some relevance, real-time conversational tools are becoming indispensable. Institutions that leverage these platforms for personalized outreach—like timely texts about deadlines or events—will experience higher engagement rates.
The Rise of Social Listening
As Gen Z increasingly relies on social media to inform their college decisions, social listening has become critical. By tracking trending discussions, institutions can better tailor their content and messaging strategies to align with what resonates with potential students.
Video Storytelling: A Crucial Element
Campus tours are now complemented by “day in the life” videos on TikTok, providing an unfiltered glimpse into college life. Institutions are catching on and opting to feature students rather than marketers in their video content. Authentic narratives foster trust far more effectively than scripted campaigns.
Personalization is the Gold Standard
Mass marketing tactics fall flat with Gen Z; they crave personalized content. By employing sophisticated CRM platforms, schools can create tailored digital experiences—from landing pages to ads—based on individual student interests.
Embracing Influencer Culture
Peer voices are taking center stage. Schools are forming ambassador programs and collaborating with micro-influencers to enhance their credibility. Authentic peer-led content—like Instagram takeovers and behind-the-scenes vlogs—often resonates deeper than traditional admissions campaigns.
Dig deeper: The most effective influencer campaigns are built on fit, not fame
Transition from Reaction to Reinvention
Institutions often react to pressure by implementing new tools—like adding a chatbot or launching a TikTok account. The reality is that Gen Z compels institutions to rethink the entire marketing tech stack:
- Transitioning from siloed systems toward integrated platforms that unify admissions, marketing, and IT.
- Investing in solutions that cater to user experiences rather than mere broadcasting.
- Shifting key performance indicators from clicks and opens to tangible outcomes like event signups, application completions, and conversion rates.
It’s time to build a martech stack that mirrors how Gen Z operates: mobile-first, video-driven, and anchored in authenticity.
The Future: Institutions Must Allow Gen Z to Lead
Navigating the complexities of marketing in higher education is no quick task. The cycle of technological change may lag behind, but the stakes are too high for schools to delay. As Gen Z reshapes the landscape of applications and decision-making, only those institutions that listen, adapt, and embrace these trends will shine brightly.
The successful institutions of tomorrow will not merely adapt to Gen Z; they will reimagine the whole student lifecycle—creating compelling experiences that foster lifelong connections and loyalty.
By embracing these insights, colleges and universities can embark on a journey that not only meets the demands of a new generation but also paves the way for future success.
