Today is an era of digital boom. The marketplace is dramatically shifting from conventional media to digital media.

According to Nielsen Social, a social media user consumes nearly 3 hours per day on an average which makes it the biggest opportunity to directly connect with the customers and to receive a quick response.

Perhaps, social media will surpass conventional media and could become the New Television of advertisement industry.

The modalities of both conventional and digital media are different.

Connectivity aspects and free flow of information allows companies to advertise without bearing heavy financial costs of their social media marketing.

Conventional media is not specific. Which means that it will communicate your message to random geographic and demographics. Whereas, social media is precise. It allows you to target specific age, sex, location, interests and could save a lot of the cost of being delivered to undesirable audiences.

Like any other industry, the education sector is also grasping the benefits of social media and relying less on conventional media. Today, all mainstream schools, colleges, institutions and universities are ensuring their presence on social media and increasing their page's followers from hundred to millions using organic and inorganic ways.

Unlike public sector educational institutions, private sector educational institutions are more inclined towards digital marketing.

The impact of such aggressive marketing on social media affects customer choices. Like any other product buying process where customer and consumer are not always the same, the same is now happening in services especially education sector.

The type of advertisement plays a pivotal role in transforming the mindset of the people. There is now a bombardment of marketing tactics to grab potential customer. Unlike previously, the today's customer can now visit a website, look for social media web pages, responds to paid social media campaigns in their Newsfeeds.

Today's advertisement industry, especially digital media industry looks more reactive and responsive. It is now becoming difficult for the student to decide because of a larger access of educational institutions knocking their phones through social media and their continuous marketing of competitive benefits. The question arises: Is it ethical for the educational institutions to focus and market themselves mainly for generating sales? Are we losing the stance of education for the society and becoming more materialistic?

The answers to these questions is, unfortunately, Yes and this must be regulated and controlled by the concerned authorities to fulfill not only a single, but both ends of the customers and as well as the education sector.