Analysis of digital marketing strategies in the education sector: marketing in Covid 19 context

Abstract

Educational marketing are actions that any institution dedicated to teaching can implement to capture, maintain and increase its target audience focused on the educational sector and today's world, it demonstrates the leverage that it generates in many sectors of the digital market and social networks to guarantee sustainability of the institutions. Therefore, the reason for the research is to expose the positive and negative factors that arise in the new challenges of the evolution of the educational system. In this way, through data analysis, the collection of information on websites, books, scientific journals, government entities, among others, makes it possible to publicize the interrelationship that exists between the community, the educational sector, technology, and national organizations. This concludes that the pandemic was the trigger that accelerated the fact of appropriating the new social and organizational trends to which society finally adapted, becoming part of the new reality. In turn, internally in public and private education organizations, they had to emigrate to virtuality, making digital marketing gain strength for competitiveness. Currently, organizations and users have advantages and disadvantages with new technologies. Finally, the article makes a reflective contribution that takes into account all the parties involved in society, generating new opportunities for educational marketing, development of new marketing strategies, internationalization of educational services and likewise distinguishing the competitive advantage by generating added value to the brand and creation of digital tools achieving the return of an excellent education