Page 194 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Introduction
In today’s digital age, the landscape of marketing has undergone a profound transformation, with digital

channels playing an increasingly significant role in reaching and engaging target audiences. Digital marketing,
broadly defined, encompasses the use of various online platforms, tools, and technologies to promote products,

services, or brands. In the realm of education, digital marketing has emerged as a powerful tool for institutions

to attract, engage, and retain students in an ever-evolving digital ecosystem.

Digital marketing leverages plenty of platforms and channels available today, providing educational

institutions with amazing opportunities to connect with their target audiences. These platforms include social
media networks such as Facebook, Instagram, Twitter, YouTube, and LinkedIn, where institutions can engage

with prospective students, alumni, and other stakeholders through targeted advertising, content marketing, and
community-building initiatives.

Additionally, educational institutions can leverage Search Engine Optimization (SEO) techniques to enhance

their visibility and ranking on search engine results pages (SERPs), ensuring that they are easily discoverable
by individuals seeking relevant educational information. Content marketing, through blogs, videos, podcasts,

and webinars, allows institutions to showcase their expertise, offerings, and unique value propositions to
prospective students and stakeholders.

The importance of digital presence in the education sector cannot be overstated. With an increasing number of

individuals turning to digital channels for information, entertainment, and social interaction, educational
institutions must establish a strong digital presence to remain competitive and relevant in today's market. A

robust digital marketing strategy enables institutions to reach a wider audience, engage with prospective
students on their preferred platforms, and differentiate themselves from competitors.

According to recent statistics, the number of internet users worldwide has surpassed 4.9 billion, with over 3.8
billion active social media users globally. This vast digital audience presents a wealth of opportunities for

educational institutions to connect with individuals across geographical boundaries, demographics, and

socioeconomic backgrounds. By harnessing the power of digital marketing, institutions can effectively
communicate their brand message, showcase their offerings, and ultimately drive enrollment and student

engagement.

Literature Review:

The influence of digital marketing on young adults' (20–30-year olds') educational decision-making has drawn

attention from all over the world, including India. Drawing from Wertime and Fenwick's (2017) framework,
which characterises digital marketing as encompassing social media, email, web, mobile, and other platforms,

this review looks at the insights offered by Indian authors while also taking the larger global context into

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