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Item type:Наукова стаття, Digital Marketing Communications Strategies and Social Media within a Competitive Educational Landscape: Experiences from Europe(Ontario: International Development Agency, 2025) Visyn, Valentyn; Mialkovska, Liudmyla; Zabiiaka, Iryna; Lorvi, Iryna; Haponchuk, Olena; Hubina, АllaDigital marketing research has become relevant in the European educational space because of heightened competition among universities and a fast-paced digital transformation of the educational process. The purpose of this article is to analyze digital marketing communication strategies that European educational institutions apply amid cut-throat competition and measure the effectiveness of those strategies according to the level of digital literacy of the local populations. The research methodology consists of open statistical data analysis and classification of communication strategies, plus an inquiry into the primacy of adoption of digital technologies into marketing campaigns run by European educational institutions. Altogether, the study shows a predominant trend of the deployment of omnichannel strategies, personalized advertising, video marketing, influencer marketing, and automated CRM systems to attract students and retain their loyalty. The findings confirm the notion that in western countries with high digital literacy the marketing executor would be an automated system, whereas the simpler marketing tools would predominate in Southern and Eastern Europe. Within the article are discussed some issues for European educational institutions working in the field of digital marketing, which relate notably to the adaptation of strategies to appeal to different target audiences and the introduction of innovative technologies into the educational process. The suggested solutions to optimize digital marketing campaigns call for personalizing campaigns, social networks, gamification, and greater opportunities with AI. Practically, this work aids the formulation of effective communication strategies, which may help boost the competitiveness of European universities. Further research should therefore focus on estimating the long-term influence of digital marketing in relation to the development of the educational institutes and attracting international students.