Analysis of digital marketing strategies in the era of the COVID-19 pandemic in private higher education

Abstract

The presence of the internet has changed everything, not only in scope, but throughout the world. Marketing activities on the internet have crossed all boundaries, both location and duration. Internet marketing technology media have not only developed as a means of marketing products, services and marketing that are stagnant, but have also developed into interactive and active marketing. The presence of COVID-19 as a global pandemic has ensured that all promotional activities have been carried out digitally to hit various sectors of global society, especially promotional activities at Private Higher Education (PHE) to attract prospective students through digital media. The survey conducts in this study was conducted through interactive communication media or interviews with internal university officials and students regarding the digital marketing strategies used. The analytical method used is the "SWOT" analysis approach matrix which will be a tool to determine effectiveness and efficiency. The results of this study can have implications for universities and external parties as a parameter of success and as an evaluation tool to improve the quality of competition with digital resources and grow the number of students more.