Personalized digital marketing perspectives and practices in education industry

Every business is making an effort to sell their goods and services using various digital advertising platforms as the use of digital marketing continues to gain popularity and become more widespread. Personalization is a common practice in the service business, which caters its offerings to meet the specific requirements of individual consumers. It not only ensures the delight of the client but also helps in the process of keeping existing consumers. This article takes a look at the various forms of digital marketing technology that may be applied to the process of personalizing marketing for education services. The following five forms of digital advertising are investigated: search engines, email, banner ads, social media, and online video ads. The convenience sampling method was used to select 320 respondents. The data were analyzed and interpreted with SPSS Amos 23.0. According to the findings, personalized digital marketing channels like email, social networking, and online video are more effective to use in the education industry. Personalization may be difficult to achieve in search engine marketing because it is dependent on the selection of keywords.