Abstract
The objective of the research was to determine the impact of Digital Marketing on customer relationship management (CRM) in an educational institution in central Peru. The study was carried out from the quantitative approach, with a non-experimental correlational transactional research design. A questionnaire was applied to 228 parents between the ages of 30 and 50 who belong to an educational institution in the city of Concepción in Peru. Using the structural equations model, it was found that Content Marketing has a significant influence on the operational management of customer relationships (p <0.05), as well as on the analytical management of customer relationships (p <0.05). Regarding the Marketing of social networks, it was identified that it has a significant influence on the operational management of customer relationships (p <0.05), as well as on the analytical management of customer relationships (p <0, 05), because the media used by educational institutions are attractive to parents. It is concluded that Digital Marketing has a great impact on customer relationship management (CRM) in the educational sector of a city in central Peru.
Highlights
Today's dynamic and uncertain environment has contributed to the changing nature of markets
Based on the results obtained, this document provides a description of the impact of Digital Marketing on customer relationship management (CRM) in the education sector in a city in central Peru
Regarding the influence of Content Marketing in the operational management of customer relationships: In the study, content marketing was found to have a positive impact on the operational management of customer relationships
Summary
Today's dynamic and uncertain environment has contributed to the changing nature of markets. For companies to keep up, they will need to embark on new wave marketing to take advantage of the opportunities provided by changes in the environment, such as the digital revolution (Kotler et al, 2019). For this reason, digital marketing has become an indispensable tool for companies, since its effective use generates customer loyalty and retention, through interaction with them. Viana (2020) indicates that services are changing as companies require more analytical and technological skills These new demands overlap with the integration of social media data into customer relationship management (CRM) tools to improve customer information
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