- IN THE DIGITAL CONTEXT: SOME SUGGESTIONS. - This is also the case in Higher Education, and this paper discusses marketing at Vietnamese Higher Education Institutions with a digital focus.. - Currently, Higher Education Institutions need to run effective digital marketing campaigns to attract and retain potential and suitable students. - Based on these findings, two recommendations have been put forward so that Vietnamese Higher Education Institutions can run effective digital marketing campaigns. - First, all institutions need to invest in the transformation from traditional marketing to digital marketing happen while having a good relationship with students, who are essentially their customers. - Most importantly, building a good connection with them can enable Higher Education Institutions’. - marketing campaigns to gain scalability with user-generated contents and word of mouth, which come from alumni and current students to potential students.. - Even though this paper has looked at digital marketing journey and how to run effective campaigns suitable for the current Vietnamese Higher Education context, it only looks at three universities as representatives from each university model in Vietnam. - Keywords: Higher Education. - Digital Marketing. - Marketing Strategies.. - In recent years, digitalisation has transformed the way people seek, send and receive information, which affects the decision making process of young students when it comes to higher education (Dhote et al. - Therefore, marketing strategies in higher education has shifted to a focus on digital marketing to attract and retain the right students.. - However, digital marketing strategies in Vietnamese higher education institutions seem to be not clearly defined and executed in a systematic way. - Therefore, marketing’s shift to a focus on digital marketing, what it is like and what should be noted in the current context will be discussed using three case studies to illustrate digital marketing strategies in Vietnamese Higher Education institutions. - Based on these findings, some recommendations will be put forward to help these institutions run effective digital marketing campaigns.. - The shift of marketing to a digital focus in the current context. - In Marketing, research has proven that strategies need to be aligned with the changes in the marketplace (Arnett &. - This has therefore led to a change in the way marketing strategies are devised and carried out, with digital marketing being the key focus to all organisations nowadays. - With these strategies being able to reach a large audience and become scalable, digital marketing can be a lot more cost-effective than traditional marketing with the use of modern technologies. - In addition, most consumers are also online users, so word of mouth on online platforms can also help with the scalability of marketing campaigns as long as consumers are happy with or impressed by the products in the campaigns. - Since the trajectory of Digital Marketing is quite large, it is crucial that the current Digital Marketing context in Higher Education Institutions is discussed to propose what should be noted for the Vietnamese market.. - What should be noted about digital marketing for Vietnamese higher education institutions in the current context. - Regarding the current digital marketing context in Higher Education Institutions, research in both digital marketing and marketing in the field will be discussed to provide some context for suggestions in the next part. - First, Higher Education Institutions should view students using a customer-focused perspective since it allows the relationships with key stakeholders to be managed and evaluated, which will essentially increase the quality of recruitment and retention rate (Wright 2014, p. - campaigns by higher education institutions should be aligned with what the courses actually offer to ensure that the targeted students are clear about what to expect and is expected of them. - Hence, when guiding potential students towards the right courses or educating them about suitable courses, each university should use digital marketing with a strategy entailing all necessary platforms.. - Therefore, the current digital media marketing landscape in Vietnamese Higher Education needs to be looked into before suggestions to run effective campaigns can be put forward.. - Since there are three university models in Vietnam, one example of each model will be discussed to give a broad view of digital marketing in Vietnamese Higher Education.. - First, the digital marketing strategies of Foreign Trade University (FTU) as a University will be discussed. - For example, there is a News tab at the top, and there is Latest News section in the next section as can be seen after scrolling down (Figure 1). - Therefore, it can be seen that even though FTU’s digital marketing strategy focuses on these platforms, it does not seem to have a consistent approach and strategy.. - Third, regarding Vietnam National University Hanoi (VNUH) as a National University, its current digital marketing strategy will be evaluated. - How to run effective digital marketing campaigns for Vietnamese higher education institutions. - Content Marketing Strategy for Vietnamese Higher Education Institutions. - With the discussion about the current digital media marketing landscape and aspects of its reality in Vietnamese Higher Education reflected through the three case studies above, some recommendations to run effective digital marketing campaigns are put forward. - As understanding digital customer journey is crucial to devising a solid digital marketing plan, it is important to understand the customers and how to engage them best and increase sales, which in this case is the number of students registering for courses offered. - Given the discussion above, it should be noted that digital marketing is a must for higher education institutions when devising a marketing strategy nowadays to attract and retain highly educated students. - However, the use of websites or social media platforms to run digital campaigns needs to be carefully considered, given that virtual members can spread the word and make or break digital marketing efforts like viral campaigns. - and Why?) need to be carefully considered to cover all critical areas of the conversations with customers that digital marketing creates. - This will also ensure that all vital aspects of the digital customer journey are accounted for in an institute’s digital marketing plan.. - Hence, a detailed Content Marketing Strategy has been proposed for Vietnamese Higher Education Institutions, which will explain who to target and what their personas are, what should be written or made to attract this audience, where to publish the contents, when to publish and why to run the campaign (Figure 11). - Furthermore, if students’ testimonials are used, they will increase the trustworthiness of the information provided, which ensures its reliability and spreadability in the sector. - strong relationship with alumni and students will allow institutions to get user-generated contents and online word of mouth, which is a strong force to help with scalability of digital marketing campaigns. - Using the multi-channel approach, the content created for one platform should be posted or shared in the others using different structures and ideas. - Since digital media marketing seems new to most of Higher Education Institutions currently, it is crucial to post with high frequency and consistency, and each platform should have a new post at least once a week. - Digital marketing has become the driving force of marketing nowadays with digital transformation being the centre of change for the way humans interact with each other and seek information. - Currently, Higher Education needs to run effective digital marketing campaigns to attract and retain potential and suitable students. - Based on these findings, some recommendations have been put forward so that higher education institutions can run effective digital marketing campaigns. - Most importantly, building a good connection with them can enable Higher Education Institutions’ marketing campaigns to gain scalability with user- generated contents and word of mouth, which come from alumni and current students to potential students.. - ‘Effectiveness of Digital Marketing in Education: An Insight into Consumer Perceptions’, Indian Journal of Science and Technology, vol. - ‘Digital marketing and social media: Why bother. - ‘Student Focused Marketing: Impact of Marketing Higher Education Based on Student Data and Input’, College Student Journal, vol. - Marketing số
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