Traditional to Digital Marketing: A Narrative Inquiry
DOI:
https://doi.org/10.5281/zenodo.20488022Keywords:
digital marketing, traditional marketing, academic institutions, narrative inquiry, Facebook boosting, educational marketing, customer engagementAbstract
This qualitative narrative inquiry study explored the experiences of marketing personnel balancing traditional and digital promotion strategies in academic institutions in Bacolod City. Through in-depth interviews with two seasoned marketing professionals, the research revealed that both approaches are vital for student recruitment and visibility, though they offer contrasting strengths and limitations. Traditional methods—including career talks, room-to-room campaigns, and personal interactions—are highly effective at building trust, rapport, and meaningful connections with parents and students, yet they remain costly, time-consuming, and geographically restricted. Conversely, digital marketing utilizing Facebook boosting, reels, social media, and artificial intelligence tools provides a highly efficient, accessible, and broader geographical reach. However, a major challenge identified was the inability to immediately respond to online inquiries, which risks losing potential enrollees. To combat this, participants emphasized maintaining an active online presence, deploying automated responses, integrating multiple digital platforms, and assigning knowledgeable moderators to handle inquiries. Additionally, maintaining branding consistency and offering personalized customer service emerged as critical pillars for establishing public trust. Ultimately, the study highlights that modern educational marketing requires a strategic integration of both frameworks. While digital tools offer unparalleled convenience and broader audience reach, human-centered engagement remains essential for influencing enrollment decisions. Successful institutional marketing ultimately demands adaptability, consistent communication, and a careful balance between technology-driven solutions and the personal touch of human interaction.
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