Exploring Contemporary Marketing Tactics of Indian Higher Education and Their Effect on Prospective Students

Abstract

Digital marketing refers to the use of media technology such as the Internet and mobile phones to market products or services, and includes display advertising. A major change in the tech-savvy customer profile and with more and more customers making purchases online due to the use of smartphones, laptops, social networking sites, mobile applications, and other over-the-top or OTT platforms, a large number of people is now likely to be spending more of their time online. This is something noticeable even among students and parents who need higher education.

Realizing these changes, colleges and universities are gradually incorporating approaches to integrated digital marketing into their multifaceted marketing plans. This shift will ensure that the appropriate information is delivered to students who are make decisions on which institute to study from. The present study aim to identify on the level of awareness and use of digital marketing among students and the influence of digital marketing on their decision-making process on which institution of higher learning to attend.