Education is the foundation of people's livelihood.In the summer and autumn, the education industry also ushered in a new business boom.The 2023 Baidu Marketing Education and Training Industry Salon was successfully held in Shanghai, focusing on new trends in the development of the education and training industry, marketing innovation and multi scenario marketing solutions to help enterprises seize traffic opportunities and achieve business growth in the peak season of the industry.
Wang Xiaolai, head of education and training industry of Baidu Marketing Service Contact Center Operation DepartmentIn the sharing, he said: "Education is a ladder for human society to progress, and education and training institutions and education service institutions are important carriers of education.The education industry is stepping into the track of digitalization, customization and interaction, giving users more abundant resources and services.
Faced with new opportunities and new starting points, Baidu relies on years of accumulation of advertising capabilities and new AI capabilities,continuedCreate customer exclusive marketing solutions, work with major enterprises and institutions to seize new opportunities for industry growth, and help the education industry to form a sustainable long-term business ecosystem. "
The market situation of the education and training industry is improving. In terms of vocational education, the active demand for survival and development provides power for the development of vocational education. 2023 is a year of survival anxiety. Behind the "volume", adults use their spare time to improve themselves and pursue a better life.
In terms of quality education, the educational concept of balanced development of talents has been constantly pragmatic in the family side.New generation parents pay more attention to the comprehensive cultivation of their children's love quotient, physical quotient, emotional quotient and American quotient, and have higher requirements on their children's physical and mental health, communication and social interaction.
The content platform promotes the diversification of education marketing, but Baidu still occupies an important position.Although short video/live broadcast+education breaks the time and scene restrictions, Baidu search is still an important channel for users to obtain educational information.
Driven by user demand, how can education and training enterprises grasp the industry peak season, stand out in the online promotion traffic battle, and operate user positions in a long-term way?
Guo Dandan, Senior Optimist of Baidu Marketing Service Contact CenterMention:“Baidu's marketing [search+push] dual engine helps enterprises achieve rapid expansion.First of all, in terms of SEM promotion, it is suggested that advertisers should refine classified keywords, build a stable account, enrich creative styles, add highlights and high-quality materials, and enhance advertising attractiveness according to business and target needs.
In terms of information flow promotion,It is recommended to give priority to the default forum. The system helps advertisers to find the best volume of forum traffic. At the same time, it gives priority to the use of automatic orientation. The system quickly matches the traffic for volume in a variety of orientation angles.
Advertisers can also choose Boost, high volume mode, one click inheritance&one click high volume and other product support to control budget and obtain more high-quality people.
Video has become the main theme of information flow content. It is recommended that advertisers add new material quantity every week, ensure the quality of material, and optimize the production from video beginning, picture clarity, background music, video cover and other aspects to make the advertisement more vivid and attractive.
This salon is very honored to invite a partner: the person in charge of Shanghai Beite Culture Communication Co., Ltd. Their main business is to provide professional enrollment services for Siyuan Education, including secondary school and high school enrollment, art examination and cultural student enrollment.From Xiaobai to trading ads, "Shanghai Beite" shared its SEM optimization strategy with the partners presentThrough effective account adjustment, we can achieve the goal of refined delivery and clue cost control, and seize the peak demand to compete for quantity.The wonderful sharing of "Shanghai Beite" won continuous applause on the spot, and also brought more confidence and motivation to other partners.
Liu Junjing, Baidu Local Business Product Operation Manager"For local education enterprises, I believe that people are more concerned about how to turn products into business reality, and hope that users can obtain store and service information online and achieve relevant business satisfying service performance in offline stores."
To this end,Baidu launched local business operation solutions to help businesses get through the whole link from store building, business operation to advanced promotionTo escort online business and promote the local life market to high-quality and refined development.
The Jimuyu platform helps businesses to build their business positions, and is now fully open to local businesses, with zero entry threshold.Satisfy the functions of store decoration, operation, closed-loop order and clue management.
For businesses with small size and weak ability to obtain customers, Huisheng members, as an inclusive operation and customer acquisition scheme, have low threshold, high return, one-time payment, and easy layout of online marketing throughout the year. There is no drop off in off-season and higher volume in peak season.Exclusive and localized service flow provides businesses with a series of capabilities such as accurate customer acquisition, efficient transformation, and private domain operation, making it easier for businesses to open stores.
When a user searches for a service, such as "IELTS training", the platform will conduct a comprehensive analysis of the data such as "user click conversion data, multi store query path of chain institutions", and the search results will be presented in the form of "strong demand first card" exclusive to the education industry, to improve user conversion performance and reduce the cost of searching chain stores. In the future, Baidu Marketing looks forward to working with more enterprises in the education and training industry,We will continue to explore new marketing paths in the education industry, break through the traditional flow marketing model based on AI technology capabilities, help the education industry achieve product efficiency integration in the new competitive environment, and jointly build a new marketing ecology.
