INTERNATIONAL SAMPLE INSIGHTS REPORT: CHINA

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1 INTERNATIONAL SAMPLE INSIGHTS REPORT: CHINA Plus our top tips for Brazil, China and India from our talk at Universities UK International Higher Education Forum.

2 INTRODUCTION INTRODUCTION This free report is a taster of the findings and recommendations from Net Natives Insights division. Net Natives are global leaders in digital marketing, advertising and insight for the Higher Education sector and specialise in recruiting students using digital from over 150 countries. The most frequent request from our clients has been for a deeper level of insight into the behaviours, motivations and supporting factors around why international students select the country, institution and course they study and how they can use this insight to inform their digital strategies. The focus of this taster report is Brazil, India and China as these have been discussed as part of Net Natives talk on Aligning recruitment activity in your key markets with emerging digital trends at the Universities UK International Higher Education Forum. Net Natives provides full international reports for all major student recruitment territories globally that are used by institutions to inform their digital recruitment strategies. To inform these reports we use: Our international experience and learnings hundred of higher education clients and campaigns across over 150 countries. Our experienced insights team to pull the latest and best data for analysis form thousands of respected sources including UCAS, UNESCO, and World Bank Data. The latest enterprise level digital analytics tools to analyse billions of pieces of content every month in hundreds of languages to find out what students are saying and where they are saying it online. Detailed student surveying to ask potential students what they want from UK higher education. Below are Net Natives findings and a few of our top tips for China, India and Brazil. We have split our findings into 3 areas: Devices and Online Activity what devices they are using and where they are active online including social platforms. Search What search engines they use, how they search for international opportunities and when do they search Content Our top tips for what you should be including in your content for this audience. To find out more about our full international reporting services and to discuss your recruitment challenges please get in touch with our insights team at insights@netnatives.com or speak to Doug on +44(0) BRAZIL Devices and Online Activity Overall, people in Brazil are still using desktop, for their online activity, but more importantly, mobile device usage grew by 109% last year. It is crucial you use a multi-device approach for all marketing and advertising and design messaging and imagery to suit different devices. 3G coverage is high, at 56% - which means that video can work well as a part of your online content and ad strategy. Campaigns across Youtube work particularly well with this audience. Social media & browsing are very popular, so social ads and SEM are key to a successful digital marketing strategy for this market. remains strong in Brazil, so focus a strong focus on data capture and then a plan for conversion through alongside your display remarketing. It is also recommended you use lookalike targeting on Facebook. Search Google owns the market in Brazil so Google search ads are key to your search strategy. Advertise in Portuguese 14% of searches are in English and 86% in Portuguese. 24% searches take place on mobile, 72% desktop which is common in the UK with how you structure a campaign based on smaller search terms on mobile and then wider terms on desktop. If you have a limited budget focus on the long tail courses campaigns in Portuguese. Searches take place throughout the year, picking up very slightly in the latter quarter. Work towards your recruitment calendar capture leads early in the year, ready to retarget at intervals into early summer. Content Brazilian students are heavily motivated by social and cultural factors. They want to know they re going to have a good time when they come to study at your institution. Ensure you include images of student life in your campaigns and promote the culture and fun elements of being a student at your institution. Being part of an international community is a big pull for Brazilian students as they are outwards looking and want learn more about other cultures. Ensure you push the diversity of your international student base in any campaigns you run. If you have any Brazilian students ensure they are advocates for your brand. Brazilian students like Q&As so ensure these are part of the mix of activity you run across social media platforms. Brazil is a sport-loving nation. Use your sporting affiliations in your messaging.

3 INTRODUCTION INTRODUCTION CHINA INDIA Devices and Online Activity Devices and Online Activity People in China are still using desktop, for their online activity with huge mobile device usage growth of 121% last year. Chinese users spend longer than any other country on their mobile devices and use a number of mobile specific social platforms and apps including WeChat so ensuring you have messaging, engagement strategies and native ads designed for mobile is crucial. 3G coverage is high, at 46% - which means that video can work well as a part of your online content and ad strategy. Campaigns across Youku and Tudou, China s largest video websites are a must for this audience. Social media platforms are hugely popular with China having multiple platforms that are only used by Chinese users. Sina Weibo and WeChat are particularly popular with students. Engage them with them in Mandarin and use social ads including Weibo ads to target your specific audience. Use the Baidu One Display network to target specific demographics across China s most popular websites. Search Baidu dominates the market in China with 70% market share. Baidu search ads and an SEO strategy designed for Baidu is key to your search strategy. Chinese users search for rankings and brand related terms over specific course so these should be the areas of focus for your search campaigns. To ensure your brand is visible use Baidu s Brand Zone Mini solution for your brand terms so you stand out from other universities when Chinese users search. Advertise early due to Chinese students doing lots of prior research. Lead generation should be conducted from January and peak in February/March. Mobile device usage completely dominates the digital landscape so mobile campaigns and SMS are key. Social media and music are common online activities suggesting a recreational sway. Mobile focussed social media campaigns are strongly recommended. Facebook is the most popular social platform in India so activity on this platform is a must. 3G coverage is just 11% so it is important to be selective with the types of content you share in India. is strong so focus on data capture and remarketing. Indian students are happy to share and like posts but there will still be high quality comments treat these like an enquiry and ensure you engage with these users. Search Google dominates the market so Google search ads are recommended. Searches are mainly conducted in English so English language campaigns are recommended. Rankings are the most popular search type with Indian students with engineering, science and business being very popular 70% searches take place on desktop, 28% on mobile so both platforms need to be addressed. India is a late market with late market with lead generation campaigns used in April/May. You need to be ready to remarket/convert June onwards. Content Content If you are not in the top 10 you need to use whatever rankings you have in your messaging. Focus on Guanxi element in Chinese culture (the idea of networking for mutual benefit) so highlight the global contacts they will make from fellow international students. Red is an auspicious colour in China and signifies good fortune and joy. Use this carefully in your branding. For example for call-to-actions and submit buttons. Do not overuse this colour but integrate it into your design assets. All activity in China should be in Mandarin from your search ads to your website. Platforms like WeChat are designed for 1-to-1 interactions. Ensure you are addressing any Chinese students questions fully as they research in detail. Much of the research for overseas education is done by the parent of the student. Ensure you are aware of this and incorporate messages targeted at parents in your marketing. Ensure you are qualifying through copy and using qualification questions on your forms as there will be a high number of enquiries. These mechanisms will allow you to qualify relevant students quickly. Accentuate the British education element in your campaigns as the UK is culturally popular to Indian students and British education is felt to be of high quality. Use phrases such as Get recognised by employers... in your copy as employment links are important It is important to be aware that in the last year there has been negative press around Theresa May s approach to policy with Indian students so being very open and welcoming in your messaging is important. These are just some of our findings and recommendations. Below is a blurred version of our full China report. Get in touch with Jing, our Chinese consultant at jing@netnatives.com to find out more about how you can access the full report for China or to find out more about another territory of interest, insights@netnatives.com or speak to Doug on +44(0)

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14 If you want access to this full report contact Jing at Net Natives Call: Visit: netnatives.com 2015 Net Natives