Abstract:

The possibilities of using marketing and application of marketing communication are evolving as fast as the ways in which consumers receive information are also changing. During its evolution, marketing communication has appeared in various media, and with the rise of the Internet, it has also moved into the online environment as so called digital marketing communication. Among the main reasons why organizations worldwide use digital marketing communication is mainly easy targeting of the audience, low cost, but at the same time high return on investments made in marketing, all while capturing the attention of as many potential customers, future consumers as possible. Especially young generation of consumers is considered to be the target segment for digital marketing communication due to their digital skills. In this reason, digital marketing communication can be the appropriate way how to reach this target segment in the case of universities. The main aim of the article is to determine the perception of digital marketing communication in the promotion of universities by young Slovak consumers who represent the target segment for universities. This also includes providing the theoretical background and analysis of the digital marketing communication from the viewpoint of Slovak and foreign authors. General scientific methods were applied for the processing of the data as well as mathematical-statistical methods to evaluate the data collated from the results of the questionnaire survey and to statistical hypothesis testing. The method of testing a single proportion by one‐tailed testing was used for the statistical hypothesis testing. To determine whether there is a statistically significant relationship between the gender of young Slovak consumers and their preferences in digital marketing communication, the Pearson's Chi-square test of independence was used. A contingency table, where the frequencies are arranged depending on both characters, was made to determine the dependence. Using Cramer’s V, the intensity of the association dependence between the variables was measured. The important source for secondary data was scientific research, annual companies report, statistical databases, published professional publications. In order to found out the perception of digital marketing communication in the promotion of universities by young Slovak consumers, a questionnaire survey was conducted. Based on the findings of the research, it is obvious that most young Slovak consumers perceive the marketing communication of universities as insufficient and boring. They prefer marketing communication of universities on digital platforms, especially social networks such as Instagram and TikTok. However the research results pointed out several differences in preference of digital marketing communication based on the gender of consumers. Based on the analysis and results of the questionnaire survey, measures for effective digital marketing communication in the promotion of universities were proposed, and its benefits were highlighted, such as optimization of communication and building relationships between the universities and their target groups, increasing their loyalty and improving the university image.

Keywords:

Digital marketing communication, university, consumers, social networks.