Think about it: today’s rising seniors don’t remember a world without the Internet. These “screenagers” -- a term coined by Richard Watson -- have more or less grown up online, sending and receiving dozens of texts, using tablets and laptops at school, and spent time on their phones or computers both for homework and socialization.
When they have questions, they don’t go to the library -- they go to Google. When they are thinking about a problem, they don’t ask a real, live person -- they pull out their phone and search for the answers. And when they’re thinking about buying something, they check out online reviews and poll their friends on social media: “do I get a Kindle Fire or an iPad mini? Pros/cons?”
Analog Admissions in a Digital World
Professionals engaged in enrollment management in colleges and universities across the country don’t always realize that their student recruitment methods may well be misaligned with how today’s students are making their college decisions. For example, today’s students are wary of traditional marketing’s interruptive and marketer-centric approach. They don’t want to be cold-called, and they’re probably as likely to delete unsolicited recruitment emails as they are to toss that expensive, glossy view book in the recycling bin.