Higher Ed Slow To Shift to Digital Experiences
According to Digital Transformation in Higher Education, delivering “experiences” to education customers — above and beyond publishing content — remains “aspirational” for public universities. For example, people involved in content development — web managers, marketers and other decision-makers — know they should be doing more to engage prospective and current students. But they’re simply “overwhelmed by the everyday tasks associated with maintaining their university’s current web presence,” said co-author Marianne Kay, DCG analyst, in a prepared statement. “They find it difficult to evolve from content publishing to digital storytelling.”
They recognize the growing need, and they want to be able to respond. But cultural, organizational, and technology obstacles are significant.
