Artificial Intelligence Driven Marketing Innovations in Indian Higher Education: Impact on Aspirations of Prospective Students

Digital marketing include display advertising and the use of media technologies, including the Internet and mobile phones, to promote goods and services. Many people are now likely to spend more time online due to a significant shift in the tech-savvy customer profile and the growing number of customers making purchases online via smartphones, laptops, social networking sites, mobile applications, and other over-the-top, or OTT, platforms. Even parents and kids who require further education are aware of this. Acknowledging these shifts, academic institutions are progressively integrating integrated digital marketing strategies into their comprehensive marketing strategies. This change will guarantee that students who are choosing which educational institution to attend receive the right information. The current study aims to determine students' understanding and usage of digital marketing as well as how it affects their decision-making process when choosing which higher education school to attend.