2026 Higher Ed Marketing Outlook

Higher education marketing leaders are facing flat budgets, smaller teams, and mounting pressure to deliver measurable enrollment results. While 61% of enrollment marketing dollars now support digital efforts, spending growth has stalled, forcing institutions to rethink how they drive visibility and performance.

EAB surveyed more than 120 higher ed marketing executives to understand how they’re adapting strategy in response to shifting student behavior, rising paid media costs, and the growing influence of AI-driven search.

The 2026 Higher Ed Marketing Outlook highlights key findings across strategic priorities, budget trends, channel investments, and the next wave of AI adoption—paired with recommendations to help leaders strengthen owned assets, improve digital visibility, and achieve enrollment growth through smarter, data-driven strategy.