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In Brief: What Today’s Student Journey Demands
The way students research university options has changed — dramatically. Gone are the days of a simple, linear path led by institutions. Today’s journey is continuous, fragmented, and student-led — playing out almost entirely in the digital world.
Our latest insight, revealed in the annual MediaMapper research, show that traditional touchpoints like prospectuses and open days are no longer the central influence. Instead, students engage across a wide array of platforms, seeking information on their own terms.
Why this Explainer matters:
This Explainer breaks down the major shifts in student research behavior and the strategic opportunities they create for universities. Inside, you'll discover:
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How social media is redefining connection – and what universities must do to meet students where they are with real, relevant content.
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The new relationship between organic and paid media, and why organic content is more than just an afterthought — it’s a testing ground for smarter amplification.
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The power of content repurposing, especially for evergreen themes, to stay visible and impactful throughout the full decision-making cycle.
You’ll also gain actionable insights into the types of media that matter most at each stage of the student journey — from discovery to enrollment — and how institutions can build influence through their digital presence and the 'soft power' of their own websites.
👉 Get the Explainer to understand what today’s student journey really demands — and how your institution can stay ahead of the curve.
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RecFestUSA - In-person - 15-16th October
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Nashville, USA
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Badley","hs_deleted_at":0,"team_name":"Director","hs_id":233870773447,"hs_created_by_user_id":67876044,"hs_initial_published_at":1746517555970,"hs_published_at":1750922724965,"hs_created_at":1746517504051,"linkedin":"https://uk.linkedin.com/in/richardbadley","picture":{"altText":"Richard B _CW_2348_1080px","fileId":107594154954,"height":1080,"type":"image","url":"https://25966858.fs1.hubspotusercontent-eu1.net/hubfs/25966858/Richard%20B%20_CW_2348_1080px.jpg","width":1080},"hs_updated_by_user_id":60647974},"id":233870773447,"table_id":483015920,"table_name":"presenters"}]{% end_module_attribute %}{% module_attribute "css" is_json="true" %}{}{% end_module_attribute %}{% module_attribute "definition_id" is_json="true" %}null{% end_module_attribute %}{% module_attribute "event_date_and_time" is_json="true" %}1760482800000{% end_module_attribute %}{% module_attribute "event_date_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "event_location" is_json="true" %}"The Fairgrounds, Nashville, Tennessee, USA"{% end_module_attribute %}{% module_attribute "event_location_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "field_types" is_json="true" %}{"presenter_bg_color":"color","event_date_and_time":"datetime","paragraph_text_color":"color","select_theme":"choice","book_your_ticket_bg_color":"color","presenter_text_color":"color","paragraph":"richtext","book_your_ticket_text_color":"color","presenter_heading_color":"color","background_color":"color","book_your_ticket_url":"url","choose_presenters":"hubdbrow","event_date_color":"color","headline_text":"text","hide_blog_content":"boolean","share_link":"link","event_location":"text","hide_adjacent_image":"boolean","linkedin_link":"link","headline_text_color":"color","adjacent_image":"image","event_location_color":"color"}{% end_module_attribute %}{% module_attribute "headline_text" is_json="true" %}"Event details"{% end_module_attribute %}{% module_attribute "headline_text_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "hide_adjacent_image" is_json="true" %}true{% end_module_attribute %}{% module_attribute "label" is_json="true" %}null{% end_module_attribute %}{% module_attribute "module_id" is_json="true" %}234787410155{% end_module_attribute %}{% module_attribute "paragraph" is_json="true" %}"Join us at one of the world’s largest Talent Acquisition events, RecFest USA. 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IHR London Live - Tuesday 23rd September
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%}{"event_date_and_time":"datetime","select_event_type":"choice","paragraph_text_color":"color","tag_to_be_displayed":"tag","block1_background_image":"image","custom_class":"text","min_height_mobile":"number","disable_section":"boolean","background":"color","paragraph":"richtext","min_height_desktop":"number","book_your_ticket_url":"url","placeholder":"image","choose_presenters":"hubdbrow","embed_video":"boolean","vimeo_id":"text","event_date_color":"color","headline_text":"text","share_link":"link","linkedin_link":"link","headline_text_color":"color","hide_book_your_ticket":"boolean"}{% end_module_attribute %}{% module_attribute "headline_text" is_json="true" %}"IHR London Live"{% end_module_attribute %}{% module_attribute "headline_text_color" is_json="true" %}{"color":"#ffffff","css":"#ffffff","hex":"#ffffff","opacity":100,"rgb":"rgb(255, 255, 255)","rgba":"rgba(255, 255, 255, 1)"}{% end_module_attribute %}{% module_attribute "hide_book_your_ticket" is_json="true" %}false{% 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"placeholder" is_json="true" %}{"alt":"Jackie _CW_8649","height":1080,"loading":"lazy","max_height":1080,"max_width":1920,"size_type":"auto_custom_max","src":"https://25966858.fs1.hubspotusercontent-eu1.net/hubfs/25966858/Jackie%20_CW_8649.jpg","width":1920}{% end_module_attribute %}{% module_attribute "schema_version" is_json="true" %}2{% end_module_attribute %}{% module_attribute "select_event_type" is_json="true" %}"In-person"{% end_module_attribute %}{% module_attribute "share_link" is_json="true" %}{"no_follow":false,"open_in_new_tab":true,"rel":"noopener","sponsored":false,"url":{"content_id":null,"href":"jackie.grisedale@smrs.co.uk","href_with_scheme":"mailto:jackie.grisedale@smrs.co.uk","type":"EMAIL_ADDRESS"},"user_generated_content":false}{% end_module_attribute %}{% module_attribute "smart_objects" is_json="true" %}null{% end_module_attribute %}{% module_attribute "smart_type" is_json="true" %}"NOT_SMART"{% end_module_attribute %}{% module_attribute "tag" is_json="true" 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"event_date_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "event_location" is_json="true" %}"Business Design Centre, London"{% end_module_attribute %}{% module_attribute "event_location_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "field_types" is_json="true" %}{"presenter_bg_color":"color","event_date_and_time":"datetime","paragraph_text_color":"color","select_theme":"choice","book_your_ticket_bg_color":"color","presenter_text_color":"color","paragraph":"richtext","book_your_ticket_text_color":"color","presenter_heading_color":"color","background_color":"color","book_your_ticket_url":"url","choose_presenters":"hubdbrow","event_date_color":"color","headline_text":"text","hide_blog_content":"boolean","share_link":"link","event_location":"text","hide_adjacent_image":"boolean","linkedin_link":"link","headline_text_color":"color","adjacent_image":"image","event_location_color":"color"}{% end_module_attribute %}{% module_attribute "headline_text" is_json="true" %}"Event details"{% end_module_attribute %}{% module_attribute "headline_text_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "hide_adjacent_image" is_json="true" %}true{% end_module_attribute %}{% module_attribute "label" is_json="true" %}null{% end_module_attribute %}{% module_attribute "linkedin_link" is_json="true" %}{"no_follow":false,"open_in_new_tab":true,"rel":"noopener","sponsored":false,"url":{"content_id":null,"href":"https://www.linkedin.com/in/jackie-grisdale-a37b354/","href_with_scheme":"https://www.linkedin.com/in/jackie-grisdale-a37b354/","type":"EXTERNAL"},"user_generated_content":false}{% end_module_attribute %}{% module_attribute "module_id" is_json="true" %}234787410155{% end_module_attribute %}{% module_attribute "number_of_posts_displayed" is_json="true" %}1{% end_module_attribute %}{% module_attribute "paragraph" is_json="true" %}"Join SMRS at IHR London live, where Jackie & Charlotte will be sharing their insights on all things Target Value Propositions on stage at 10:45. Don't forget to pop by the SMRS stand to say hello to the team"{% end_module_attribute %}{% module_attribute "paragraph_text_color" is_json="true" %}{"color":"#000000","css":"#000000","hex":"#000000","opacity":100,"rgb":"rgb(0, 0, 0)","rgba":"rgba(0, 0, 0, 1)"}{% end_module_attribute %}{% module_attribute "path" is_json="true" %}"/smrs/website-theme/modules/blogs/Presenters-Carousel"{% end_module_attribute %}{% module_attribute "presenter_bg_color" is_json="true" %}{"color":"#B3B3D0","css":"#B3B3D0","hex":"#B3B3D0","opacity":100,"rgb":"rgb(179, 179, 208)","rgba":"rgba(179, 179, 208, 1)"}{% end_module_attribute %}{% module_attribute "presenter_heading_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "presenter_text_color" is_json="true" %}{"color":"#020264","css":"#020264","hex":"#020264","opacity":100,"rgb":"rgb(2, 2, 100)","rgba":"rgba(2, 2, 100, 1)"}{% end_module_attribute %}{% module_attribute "schema_version" is_json="true" %}2{% end_module_attribute %}{% module_attribute "select_theme" is_json="true" %}"In-person"{% end_module_attribute %}{% module_attribute "share_link" is_json="true" %}{"no_follow":false,"open_in_new_tab":true,"rel":"noopener","sponsored":false,"url":{"content_id":null,"href":"https://www.linkedin.com/in/jackie-grisdale-a37b354/","href_with_scheme":"https://www.linkedin.com/in/jackie-grisdale-a37b354/","type":"EXTERNAL"},"user_generated_content":false}{% end_module_attribute %}{% module_attribute "smart_objects" is_json="true" %}[]{% end_module_attribute %}{% module_attribute "smart_type" is_json="true" %}"NOT_SMART"{% end_module_attribute %}{% module_attribute "tag" is_json="true" %}"module"{% end_module_attribute %}{% module_attribute "type" is_json="true" %}"module"{% end_module_attribute %}{% module_attribute "wrap_field_tag" is_json="true" %}"div"{% end_module_attribute %}{% end_module_block %} {% module_block module "widget_fb97dc46-673f-4ad2-8a72-b033196d8d65" %}{% module_attribute "background" is_json="true" %}{"color":"#353583","css":"#353583","hex":"#353583","opacity":100,"rgb":"rgb(53, 53, 131)","rgba":"rgba(53, 53, 131, 1)"}{% end_module_attribute %}{% module_attribute "background_image_left" is_json="true" %}{"alt":"oval-white-left","height":139,"loading":"lazy","max_height":139,"max_width":142,"size_type":"auto","src":"https://25966858.fs1.hubspotusercontent-eu1.net/hubfs/25966858/Events%20and%20Our%20Insights/oval-white-left.png","width":142}{% end_module_attribute %}{% module_attribute "background_image_right" is_json="true" %}{"alt":"oval-white-right","height":139,"loading":"lazy","max_height":139,"max_width":142,"size_type":"auto","src":"https://25966858.fs1.hubspotusercontent-eu1.net/hubfs/25966858/Events%20and%20Our%20Insights/oval-white-right.png","width":142}{% end_module_attribute %}{% module_attribute "button_background" is_json="true" %}{"color":"#FFFFFF","css":"#FFFFFF","hex":"#FFFFFF","opacity":100,"rgb":"rgb(255, 255, 255)","rgba":"rgba(255, 255, 255, 1)"}{% end_module_attribute %}{% module_attribute "button_text" is_json="true" %}"Join mailing list"{% end_module_attribute %}{% module_attribute "button_text_color" is_json="true" %}{"color":"#353583","css":"#353583","hex":"#353583","opacity":100,"rgb":"rgb(53, 53, 131)","rgba":"rgba(53, 53, 131, 1)"}{% end_module_attribute %}{% module_attribute "button_url" is_json="true" %}{"content_id":107052265190,"href":"https://www.smrs.co.uk/contact-us","href_with_scheme":null,"type":"CONTENT"}{% end_module_attribute %}{% module_attribute "child_css" is_json="true" %}{}{% end_module_attribute %}{% module_attribute "css" is_json="true" %}{}{% end_module_attribute %}{% module_attribute "definition_id" is_json="true" %}null{% end_module_attribute %}{% module_attribute "field_types" is_json="true" %}{"button_url":"url","background_image_right":"image","custom_class":"text","min_height_mobile":"number","disable_section":"boolean","background":"color","paragraph":"richtext","text_color":"color","min_height_desktop":"number","button_text":"text","button_background":"color","background_image_left":"image","button_text_color":"color"}{% end_module_attribute %}{% module_attribute "label" is_json="true" %}null{% end_module_attribute %}{% module_attribute "module_id" is_json="true" %}235519502527{% end_module_attribute %}{% module_attribute "paragraph" is_json="true" %}"
View event 100
Related webinars
See all webinars-
Media Mapper June 2025
{% module_block module "widget_84147eb9-0a83-459f-a092-8d51c83b2b99" %}{% module_attribute "background" is_json="true" %}{% raw %}{"color":"#F1CC01","css":"#F1CC01","hex":"#F1CC01","opacity":100,"rgb":"rgb(241, 204, 1)","rgba":"rgba(241, 204, 1, 1)"}{% end_module_attribute %}{% module_attribute "block1_background_image" is_json="true" %}{"alt":"circle-black","height":262,"loading":"lazy","max_height":262,"max_width":256,"size_type":"auto","src":"https://25966858.fs1.hubspotusercontent-eu1.net/hubfs/25966858/Events%20and%20Our%20Insights/circle-black.png","width":256}{% end_module_attribute %}{% module_attribute "child_css" is_json="true" %}{}{% end_module_attribute %}{% module_attribute "choose_presenters" is_json="true" %}[{"columns":{"hs_child_table_id":0,"message":"Jo.McLaughlin@smrs.co.uk","call_back":"https://meetings-eu1.hubspot.com/jo-mclaughlin/","hs_is_edited":false,"hs_updated_at":1750860401039,"name":"Jo McLaughlin","hs_deleted_at":0,"team_name":"New Business 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end_module_attribute %}{% module_attribute "field_types" is_json="true" %}{"event_date_and_time":"datetime","select_event_type":"choice","paragraph_text_color":"color","tag_to_be_displayed":"tag","block1_background_image":"image","custom_class":"text","min_height_mobile":"number","disable_section":"boolean","background":"color","paragraph":"richtext","min_height_desktop":"number","book_your_ticket_url":"url","placeholder":"image","choose_presenters":"hubdbrow","embed_video":"boolean","vimeo_id":"text","event_date_color":"color","headline_text":"text","share_link":"link","linkedin_link":"link","headline_text_color":"color","hide_book_your_ticket":"boolean"}{% end_module_attribute %}{% module_attribute "headline_text" is_json="true" %}"Media Mapper 2025"{% end_module_attribute %}{% module_attribute "headline_text_color" is_json="true" %}{"color":"#000000","css":"#000000","hex":"#000000","opacity":100,"rgb":"rgb(0, 0, 0)","rgba":"rgba(0, 0, 0, 1)"}{% end_module_attribute %}{% 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module_attribute "type" is_json="true" %}"module"{% end_module_attribute %}{% module_attribute "vimeo_id" is_json="true" %}"1102119934"{% end_module_attribute %}{% module_attribute "wrap_field_tag" is_json="true" %}"div"{% end_module_attribute %}{% end_module_block %} {% module_block module "widget_34c28e40-baae-433a-93b4-b003fa74d80c" %}{% module_attribute "accordion" is_json="true" %}false{% end_module_attribute %}{% module_attribute "add_custom_class" is_json="true" %}"blogTopicCovered "{% end_module_attribute %}{% module_attribute "background" is_json="true" %}{"color":"#008486","css":"#008486","hex":"#008486","opacity":100,"rgb":"rgb(0, 132, 134)","rgba":"rgba(0, 132, 134, 1)"}{% end_module_attribute %}{% module_attribute "background_image" is_json="true" %}{"alt":"yellow-square-full","height":186,"loading":"lazy","max_height":186,"max_width":155,"size_type":"auto","src":"https://25966858.fs1.hubspotusercontent-eu1.net/hubfs/25966858/Events%20and%20Our%20Insights/yellow-square-full.png","width":155}{% end_module_attribute %}{% module_attribute "child_css" is_json="true" %}{}{% end_module_attribute %}{% module_attribute "content_alignment" is_json="true" %}"justify-content-center"{% end_module_attribute %}{% module_attribute "css" is_json="true" %}{}{% end_module_attribute %}{% module_attribute "definition_id" is_json="true" %}null{% end_module_attribute %}{% module_attribute "field_types" is_json="true" %}{"show_our_work_talk_to_expert_link":"boolean","align_items":"choice","hero_block":"boolean","accordion":"boolean","add_custom_class":"text","set_headline_as_h1":"boolean","background_image":"image","max_width":"number","block_id":"text","background":"color","paragraph":"richtext","background_on_mobile":"color","style":"group","healine_text":"text","min_height":"number","headline_spacing":"boolean","title":"text","field_group":"group","content_alignment":"choice","display_condition":"choice"}{% end_module_attribute %}{% module_attribute "label" is_json="true" %}null{% end_module_attribute %}{% module_attribute "max_width" is_json="true" %}1800{% end_module_attribute %}{% module_attribute "min_height" is_json="true" %}300{% end_module_attribute %}{% module_attribute "module_id" is_json="true" %}106628715223{% end_module_attribute %}{% module_attribute "paragraph" is_json="true" %}"
As competition for student recruitment intensifies, it's crucial to assess the effectiveness of your media strategy. Join us for a deep dive into the latest SMRS Media Mapper 24/25 research, which uncovers how prospective students truly engage with media - insights often overlooked by traditional research tools.
\nWatch webinar 100 -
The role of culture to attract and engage Gen Z
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%}[{"columns":{"hs_child_table_id":0,"message":"Hafsa.aziz@smrs.co.uk","call_back":"https://meetings-eu1.hubspot.com/meetings/hafsa-aziz/meeting-with-hafsa-sophia-?uuid=904d4d0c-e24d-4e5c-93c7-6f92523888fd","hs_is_edited":false,"hs_updated_at":1750860099444,"name":"Hafsa Aziz","hs_deleted_at":0,"team_name":"Culture 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