AI Search, Brand Bets, and Hard Choices in Higher Ed

AI search is shifting student behavior : 49% of students read AI-generated summaries before reviewing other search results (Carnegie). Marketers must adapt content and paid strategies for conversational AI platforms. Brand investment delivers real returns : MMA research finds brand-focused campaigns reduce cost per acquisition by 85% and create a 5x long-term value multiplier (EducationDynamics). Southern Oregon University faces hard choices : Only 10 of 23 academic units are financially viable. Consultants recommend deep cuts, shared services, and new revenue streams to avoid closure (Higher Ed Dive). Move past first-click and last-click attribution : Full-funnel measurement reveals what truly drives enrollment decisions (EAB). Location intent data gives a competitive edge : Aligning CRM and GA4 location signals helps personalize content, focus spend, and improve yield (RGI Consulting). Action steps for marketers : Optimize critical .edu pages for AI, unify data before scaling personalization, and test new AI-native ad placements. Learn more about the Higher Education Marketing Institute: Website: https://highereducationmarketinginstitute.com/ X: https://x.com/HEMInstitute LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/ YouTube: https://www.youtube.com/@HigherEducationMarketing