Educational innovation: digital marketing strategies to attract students in Babahoyo

Abstract

Digital marketing is a tool that promotes the promotion not only of a product but also of a service, here is its importance in the recruitment of students in private educational institutions in Babahoyo, in order to identify challenges and opportunities. A mixed approach combining qualitative and quantitative elements was implemented to better understand digital marketing practices. The results highlight the importance of digital presence, especially websites and social networks, to attract more students. They are also identified as the most effective communication channels, highlighting the need to develop an active presence on these platforms. It is evident that personal recommendations are an influential factor in making enrollment decisions. It is recommended to diversify the academic offerings to meet the demands of the different educational levels, improving the ability to attract and retain students.

Keywords:

Marketing, Educational strategies, Social media, Education, Retention.