LITERATURE REVIEW: THE USE OF DIGITAL MARKETING IN THE PROMOTION OF EDUCATIONAL INSTITUTIONS
Keywords:
Digital Marketing, Promotion, Educational InstitutionsAbstract
Technological advances in the use of the internet are changing the way humans meet personal needs and engage in social interactions. Educational institutions respond to changes in progress, such as being used as digital marketing media. S eeing the amount of literature on digital marketing in the promotion of educational institutions, this research method uses qualitative research methods with a type of literature review. Stages of research conducted, ranging from the collection of articles, article reduction, article display, discussion, and conclusions. Research data sources in the form of national and international journal articles in the last 5 years. The results showed that educational institutions that have promoted themselves through digital marketing, in addition to responding to technological advances, also respond to changes in customer or student behavior in order to create satisfaction through an interesting, responsive and interactive experience. The Media and strategies used include websites, advertising, sharing information through social media accounts, and sending electronic messages or short messages. Digital marketing affects students and parents who have not yet determined the school, while those who have already determined the school will add information
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