Switzerland rarely needs an introduction. For many, it’s associated with quality, stability, and high academic standards. But today, choosing a university in Switzerland increasingly begins not with an official website or rankings. It begins on the screen. Not on a computer monitor, but on a mobile device.
Prospective students and their parents encounter information about universities in a vast information space. Ads flicker between videos, alumni posts appear in their feeds, and recommendations come through search queries and educational platforms. The decision to enroll develops gradually, and sometimes almost unnoticed.
Therefore, competition between universities today begins in the digital space. We will discuss trends in this area.
How the applicant’s path has changed
Applications used to be straightforward: a university website, deadlines, and documents. Today, the student journey is more like a mosaic. Interest can arise long before applying, sometimes even in school. A student follows the university, saves posts, watches stories, reads comments, and then returns to the topic a few months later.
This doesn’t mean students have become less rational. Quite the contrary. They gather information from various sources and compare it. And if a university is absent from this digital landscape or is too formal, it simply disappears from view.
The entire admissions process has changed. Universities are having to adapt to these changes. Applicants and students are expecting a clear, personalized dialogue rather than generic slogans.
With AI tools and ad server, universities can communicate with different audiences in a language they understand, monitor feedback, and calmly adjust their approach. There’s no pressure, no flashy slogans, and no feeling like someone’s trying to sell you admission.
5 Key Digital Marketing Game Changers for Higher Education Institutions
1. Personalization
The same message simply doesn’t resonate with everyone. And that’s okay. Someone choosing a master’s program in data analysis and an applicant for a bachelor’s degree in the humanities are different.
Digital tools make it possible to account for this difference. Campaigns are customized based on region, education level, language, and interests. Behind the scenes, this is managed by systems that distribute advertising messages, analyze behavior, and help understand what truly resonates.
From a student’s perspective, this seems natural. They simply see more information that resonates with them. From a university’s perspective, this is all a complex but more honest communication. It involves far fewer random applications and more motivated candidates.
2. Interest and involvement
Believe me, smiling students on a paper brochure no longer attract interest. Today, content matters. University content should be engaging, useful, and evoke a sense of lively dialogue, not a sales pitch:
- What exactly are you providing to your audience? The most powerful content is that which is useful in and of itself, even if the person ultimately doesn’t enroll. Free mini-courses on Coursera, case studies, open lectures. All of this builds trust and expertise without a direct call to action. For universities, this is almost always a winning strategy.
- Where does this content appear? An EPFL professor’s column in The Guardian builds an international reputation, while publications on Habr demonstrate an understanding of the local audience (particularly Russian-speaking ones). The platform is always read as a signal of who exactly you want to appeal to.
- How is the material presented? Transform a dry research report into a short YouTube film. And turn a boring lecture into an engaging podcast offering practical examples. This way, future students will understand that you are creating a clear learning format.
But remember, this isn’t a one-time campaign. This approach must be widespread and ongoing. Then the results will be immediate.
3. Social media and the effect of live experience
Official information is important, but trust is increasingly built through personal stories. Students watch videos about campuses, read posts about daily life, and learn about the challenges and benefits of studying firsthand.
Universities have begun to embrace this. Instead of strictly controlling them, they increasingly support student content, helping it be visible. This approach doesn’t come across as advertising. It’s about open conversation, real-life feedback, and experience. And that’s precisely why it works.
4. Mobility and the international context
Most of those considering Switzerland are from outside the country. There are already 56 000 international students studying here, and that number is growing. Their first encounter with a university almost always occurs via smartphone. This influences everything from website structure to application forms and advertising formats.
Furthermore, the international market demands flexibility. European applicants and students from Asia or Latin America are different. But thanks to digital marketing, universities offer a unique experience for everyone.
5. Ethics and Trust
There’s no place for aggressive marketing in education. Loud promises and a perfect picture quickly create apprehension. It feels like a bubble, especially for students and parents who have already experienced the reality of admission.
Today, instead of focusing solely on strengths, universities honestly explain what students can expect. Videos and programs often highlight the course load, independent study requirements, and the difficulty of adapting.
Yes, some applicants are eliminated. But those who understand where and why they’re applying remain. As a result, the number of random applications is decreasing, and the quality of the intake is improving.
Conclusion
Digital marketing in Switzerland’s higher education system has simplified the entire admissions process. Universities, which have approximately 170 000 students enrolled in the 2024/2025 academic year, are using digital tools to attract them. This gives students the opportunity to get to know the university better. Ultimately, everyone wins.
