Post by account_disabled on Dec 19, 2023 9:31:35 GMT
Targeting them, we can reach a wider audience. If we talk about marketing, the size of demand segments has nothing to do with the level of competition and, it is counter-intuitive, but competition between advertisers is not linked to the volume of demand either. Often we even observe more intense competition when demand is low and weak (or even zero) competition in market segments where demand is high. This is not surprising in a market where advertisers focus on promoting their brand rather than listening to customers. Figure illustration The figures are clear (if we base ourselves on the 1st and 10th schools in the 2021 ranking of the best business schools, based on a Google search in private browsing on Firefox): Executive MBA: 1,000 applications per month in France.
Executive MBA HEC: 320 Executive MBA neoma: 10 This is very logical: generic demand is Email Data generally much higher than demand for a specific brand. However, only 2 schools are visible in the first results on an executive MBA search. And this is just an example, but we find the same situation in searches for: Continuing education. 12,000 requests per month, the 1st school in the top 10 is in 42nd position. Business school. 22,300 requests per month, the 1st school in the top 10 is on the 3rd page. Business school ranking. 33,100 requests per month, the 1st school in the top 10 is on the 6th page. However, such a level of monthly demand is a great opportunity for visibility for a school that is not in the Top 5. This isn’t just a tech-geek SEO topic.
There are real issues in terms of visibility, traffic, recognition, but also knowledge and understanding of the expectations and needs of the targets we want to reach since if they are going to use a search engine, it is is to find answers to the questions they ask and not just to request a registration form. This is even more true internationally. The challenge is very complex: you need to be present in many countries: which ones to prioritize? How to obtain and maintain a good online presence given the significant financial investments required? competition is truly global. We will find in the territories to be conquered: the French, the Europeans, the English, the Americans, the Asians… without counting the 100% online players. launching a brand or making it known in a territory is particularly expensive so when you have to be present on all continents and in 15/20/30 countries.
Executive MBA HEC: 320 Executive MBA neoma: 10 This is very logical: generic demand is Email Data generally much higher than demand for a specific brand. However, only 2 schools are visible in the first results on an executive MBA search. And this is just an example, but we find the same situation in searches for: Continuing education. 12,000 requests per month, the 1st school in the top 10 is in 42nd position. Business school. 22,300 requests per month, the 1st school in the top 10 is on the 3rd page. Business school ranking. 33,100 requests per month, the 1st school in the top 10 is on the 6th page. However, such a level of monthly demand is a great opportunity for visibility for a school that is not in the Top 5. This isn’t just a tech-geek SEO topic.
There are real issues in terms of visibility, traffic, recognition, but also knowledge and understanding of the expectations and needs of the targets we want to reach since if they are going to use a search engine, it is is to find answers to the questions they ask and not just to request a registration form. This is even more true internationally. The challenge is very complex: you need to be present in many countries: which ones to prioritize? How to obtain and maintain a good online presence given the significant financial investments required? competition is truly global. We will find in the territories to be conquered: the French, the Europeans, the English, the Americans, the Asians… without counting the 100% online players. launching a brand or making it known in a territory is particularly expensive so when you have to be present on all continents and in 15/20/30 countries.