Abstract
The present study's main objective was to analyze and determine the impact of digital marketing on the management of relationships with university students in times of Covid-19. The study was conducted from a quantitative approach, with a non-experimental transactional correlational transactional research design. A questionnaire was applied to 400 students aged 18 to 37 years belonging to the Continental University of the city of Huancayo in Peru. The analysis of the results was developed through a data structure and tabulation model with the SmartPLS3 program and it was obtained that Content Marketing has a significant influence on the operational management of customer relationships (p<0.05), as well as on the analytical and collaborative management of customer relationships. As for Social Media Marketing, it was identified that it has a significant influence on operational customer relationship management (p<0.05), as well as on analytical and collaborative customer relationship management, due to the fact that the digital media used by Continental University are attractive to parents and families. It is concluded that Digital Marketing has a great impact on the management of relationships with students of the Continental University in the city of Huancayo in Peru.
Highlights
In a world increasingly saturated by advertising in traditional and digital channels, under the context of pandemic, social networks became a little ally essential to adapt marketing strategies in a short time, generate content has become one of the biggest concerns of companies when it comes to establish contact with users (Kotler, 2019), digital marketing are one of the most efficient strategies in organizations and its success depends on how it is executed in the various business models of sale each company.Digital marketing is an effective option for companies to find new strategies to reach customers who are increasingly digital because of uncertain environments
For the Digital Marketing construct, the following indicators and questions were considered based on Fiorella's (2021) research: a) Content Marketing (CM): The design of the university website is attractive enough to stay on it (CM1), navigating on the university website is a pleasant experience (CM2), when visiting the university website I found adequate information (CM4), the information contained on the website is useful (CM5) and I would recommend the use of the website if I need information about the university (CM6)
These results are in line with those of Zhou et al (2021), who claim that content marketing strategy positively influences influencer marketing strategy by addressing the problems of cultural barriers, commercialized content and sponsorship disclosure
Summary
In a world increasingly saturated by advertising in traditional and digital channels, under the context of pandemic, social networks became a little ally essential to adapt marketing strategies in a short time, generate content has become one of the biggest concerns of companies when it comes to establish contact with users (Kotler, 2019), digital marketing are one of the most efficient strategies in organizations and its success depends on how it is executed in the various business models of sale each company. The education sector is recovering, after the blow they suffered at the beginning of the pandemic, private higher institutions had the great challenge of knowing if they were prepared to assume this new role of education in pandemic, the image that everyone has regarding public institutions is high quality, first class technology, demonstrating that they have a good management of digital marketing, but this was not seen during the beginning of the pandemic until the last 3 three months ago This institution of higher education, located in the highlands of Peru and with more than 20 years of operation, showed that at the beginning of the pandemic they were not prepared technologically and digitally as thought, and this resulted in a decrease in the student body, as many of their students did not have a laptop at home or internet, considering that many of them are from very remote areas. There are factors such as poor communication with customers that affect the attention, inadequate use of digital media, caused students to show their dissatisfaction or even coming to withdraw from the institution, it is for that reason that it was proposed to determine the impact of digital marketing on the management relationship of university students in times of covid-19
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