Insight Paper
2026 Higher Ed Marketing Outlook
How 120+ Marketing Leaders Are Advancing Digital Strategy for Visibility and Enrollment Growth
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.
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