EXPERIENCES IN ATTRACTING APPLICANTS THROUGH DIGITAL COMMUNICATION TOOLS

This article analyzes the significance and effectiveness of using digital communication tools within the marketing strategies of higher education institutions (HEIs). The study examines modern methods of attracting prospective students through social media platforms (Instagram, Telegram, TikTok), contextual advertising, and targeted advertising campaigns. The paper highlights the advantages of digital platforms over traditional advertising media, specifically focusing on the possibilities for real-time audience engagement and the measurement of results through Key Performance Indicators (KPI). Furthermore, the article provides a comparative analysis of the successful experiences of local and international universities in establishing communication with applicants and offers practical recommendations for increasing competitiveness in the educational services market.