Investigating How Digital Marketing Strategies Can Be Used By South African Higher Education Institutions: A Perspective Article

This perspective article investigates digital marketing strategies for South African higher education institutions and aims to give guidance on how higher education institutions in South Africa can use digital marketing strategies and the benefits of using these digital marketing strategies. The article adopts an interpretative approach to existing literature on digital marketing strategies. This approach helps to understand how higher education institutions can use digital marketing strategies and how they could benefit from using these strategies. Utilising digital marketing strategies is important for higher education institution’s growth. This article emphasises the need to intensify the understanding and the use of digital marketing strategies and the role that these strategies can play in shaping and positioning higher education institutions to develop and be competitive. This perspective article calls for the use of digital marketing strategies by higher education institution marketing managers to attract prospective students and retain current students. Considering students’ expectations and rivalry among higher education institutions, novel practical ways – through the adaptation of market-oriented instruments as well as business mechanisms in higher education – are required. This article highlights the importance of digital marketing strategies in higher education institutions and the need to investigate the role of digital marketing strategies in HEIs. There are many digital marketing strategies that are used by businesses but are currently not being used by HEIs. The institutions need to be made aware of these digital marketing strategies and how they can be beneficial to them. This perspective article highlights the benefits that HEIs can gain from using digital marketing strategies. It with a proposed framework of HEIs’ digital marketing strategies and benefits.