The surprise of this analysis comes from
Dec 20, 2023 3:50:52 GMT
Post by account_disabled on Dec 20, 2023 3:50:52 GMT
The particularly low share of traffic coming from social networks, especially when we take into account the colossal investments made there: dedicated content, LinkedIn page, Twitter account, Facebook page, You Tube channels, videos, etc. I understand that some schools even have their own studio and production team. We know the limits of social networks and, as I explained a few months ago, brands must ask themselves the question of the merits of their presence on social networks , even if it means asking the question of leaving social networks. We develop a social media presence strategy when it responds to a strategy and not because we have to be there.
Another point on site traffic, we very often see that traffic from a school site comes…. of its Email Data own students who go there to connect to their online space. Sometimes this traffic seems to be the most important, by far. We make the same observation in banking or telephony for example: despite fairly substantial marketing efforts, websites often remain customer relationship management tools (consulting your account or invoices) and not sites for acquiring new clients. What all business schools are doing in digital marketing When you conduct an external audit like this, even with powerful Big Data tools, you can see facts, but you don't necessarily have the explanation.
For example, if a website has 80% branded traffic, this can: respond to a strategic choice, be a coincidence, be a desired or undesired collateral effect of the actions implemented, be a lack of awareness of the importance of non-branded traffic. branded… Today the PUSH approach based on highlighting the brand seems to be the norm and the main, if not the only, online strategic orientation. A bit as if the school brand was the only criterion not only for information but also for choice. As I indicated, this situation is not specific to business schools since it is found among many players in other industries. Digital marketing is most of the time self-centered and relies on very push communication to make its brand as visible as possible, as if this were the only criterion of choice for Internet users.
Another point on site traffic, we very often see that traffic from a school site comes…. of its Email Data own students who go there to connect to their online space. Sometimes this traffic seems to be the most important, by far. We make the same observation in banking or telephony for example: despite fairly substantial marketing efforts, websites often remain customer relationship management tools (consulting your account or invoices) and not sites for acquiring new clients. What all business schools are doing in digital marketing When you conduct an external audit like this, even with powerful Big Data tools, you can see facts, but you don't necessarily have the explanation.
For example, if a website has 80% branded traffic, this can: respond to a strategic choice, be a coincidence, be a desired or undesired collateral effect of the actions implemented, be a lack of awareness of the importance of non-branded traffic. branded… Today the PUSH approach based on highlighting the brand seems to be the norm and the main, if not the only, online strategic orientation. A bit as if the school brand was the only criterion not only for information but also for choice. As I indicated, this situation is not specific to business schools since it is found among many players in other industries. Digital marketing is most of the time self-centered and relies on very push communication to make its brand as visible as possible, as if this were the only criterion of choice for Internet users.