Abstract
In this interview with CIOReview, Dave Moretti, Senior Director of Digital Marketing and Technology at Columbia Business School, discusses the transformation of digital marketing in higher education through the lens of AI and emerging technologies. Drawing on over two decades of experience leading digital initiatives across CUNY and Columbia, Moretti traces his evolution from webmaster to strategic marketing leader, emphasizing the shift from traditional IT to integrated digital marketing.
Moretti identifies critical challenges facing today's higher education marketers, including the rise of "no-click" search results that reduce website traffic and the need for generative engine optimization (GEO) in conjunction with traditional SEO. He advocates for content strategies that serve both human readers and AI systems while maintaining authentic institutional narratives over self-promotional messaging.
Looking ahead, Moretti highlights key trends including the resurgence of human storytelling enhanced by generative AI, the implementation of augmented and virtual reality for immersive campus experiences, and the importance of full-funnel, data-driven marketing strategies. He emphasizes the value of AI-driven personalization with human oversight, utilizing short-form video content and data-informed decision-making through metrics such as click-through rates and engagement statistics.
For aspiring and experienced professionals, Moretti stresses the importance of continuous learning, collaborative networking, thoughtful experimentation, and adaptability in a rapidly evolving digital landscape.