THE IMPORTANCE OF DIGITAL MARKETING FOR HIGHER EDUCATION IN IMPROVING THE EDUCATIONAL VALUE CHAIN

Ioan-Matei Purcarea
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Ioan-Matei Purcarea: Romanian-American University, Romania

Journal of Information Systems & Operations Management, 2023, vol. 17, issue 2, 176-192

Abstract: In the fast-changing digital landscape of higher education, the adoption of digital marketing strategies has become essential for higher education institutions aiming at global relevance and effective student engagement. The article dives into the transformative impact of digital marketing on higher education, focusing on six key aspects. Firstly, we explore the global reach and accessibility facilitated by digital channels, using strategies such as social media advertising and relevant digital content. Secondly, personalized communication takes center stage, emphasizing targeted email campaigns, social media posts, and customized landing pages. The power of content marketing and storytelling is examined as the third aspect, utilizing mediums like blog posts, videos, and well-planned social media campaigns. Social media engagement, the fourth dimension, is analyzed across platforms like Instagram, Twitter, and LinkedIn, offering insights into effective strategies. The fifth dimension explores the role of Search Engine Optimization (SEO) in enhancing online visibility and engagement. Finally, the article highlights data-driven decision-making as higher education institutions leverage metrics such as website traffic analysis, social media analytics, and conversion rate monitoring. Through these comprehensive strategies, higher education institutions can successfully navigate the fast-changing digital landscape, connecting with a global audience and fostering engagement. Digital marketing holds the capability to significantly enhance various aspects of the educational value chain, facilitating successful outreach, engagement, and support for students. The article also underlines the role of the synergistic relationship generated by the CMO – CIO partnership that gives a particular form to the digital transformation vision of the Higher Education institution, the movement from vision to reality on the path to digital maturity being impacted by a digital marketing considering CX improvement and the 7Ds.

Date: 2023
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