Change of Direction – New Media Emerges as Key Vehicle to Student Attention

Lydia Shen
Deputy Director, Marketing

At EduGlobal China we are heading in a new direction with our domestic marketing. Gone are the days of focusing on traditional mass media – now Chinese students are online – and so are we.

For many years traditional media vehicles such as newspapers, outdoor advertising, education fairs and agents were the primary sources of information for Chinese students looking for international study opportunities – and they have worked well.

However we have all seen the reports that China has more internet users than any other country. Chinese students love the internet and are using it as a tool in the search for information. They are starting to do more of the decision making process independently and before they even talk to an agent or school representative.

Looking back at 2009 EduGlobal research data, 89% of students coming to EduGlobal had used the internet to source primary information about studying overseas. The consequence of this growing independence is the necessary shift in how we, as an education service provider in china, form marketing messages to these students. In my opinion students are no longer receptive to strong, direct and overt marketing message but instead prefer softer more subtle messages. The growing popularity of blogs and bbs forums in China – especially in international student recruitment – show us where students want to hear and learn about overseas study. Students like peer-to-peer messages where they can gain valuable information from the real life experiences of their peers and casual advice from counselors rather than pushy and hard-sales techniques.

It is an exciting phase for us at EduGlobal and I think the industry as a whole. The challenge is in staying on top of how students interact with new media and being able to adapt our marketing strategies and messages accordingly.