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The fourth edition of the "Entrepreneur Salon" was held in Beijing on June 20. Yu Minhong, founder of New Oriental Education Group, said that the development of the Internet has already had a significant impact on the education and training industry. If he still recruits students by brushing telephone poles and giving speeches when he started his business in the early years, start-up education and training companies will basically not be able to do it. Search marketing is currently the best marketing method.
Indeed, search marketing has changed the marketing model of the education and training industry. According to relevant data from a Chinese search engine, the education and training industry ranks second in terms of search promotion. New Oriental has even established a strategic partnership with this search engine. In addition to daily search promotion, the engine search platform is also an important base for New Oriental to build its brand. This is evident from the changes in traditional marketing methods initiated by search marketing.
According to common sense, such a good marketing method should be well-known and praised by both the industry and users. But the reality is not as beautiful as Mr. Yu Minhong described it from a macro perspective. The author currently works for the Beijing branch of a German listed mobile Internet company - Wangxun Android (Beijing) Information Technology Co., Ltd., which is committed to providing high-quality, professional, and comprehensive services to the booming Android application developers and mobile application malls. One-stop service. In the search marketing of the company's Netcom Android store, the author has a deep understanding:
First of all, SEM (search marketing) in a broad sense includes not only PPC (pay-per-click promotion, that is, paid ranking), but also SEO (search engine optimization, that is, natural ranking). Among the two major directions of search marketing, PPC and SEO have different focuses: the former is to pay for advertising on search engines, while the latter is to improve the website to comply with the search engine sorting rules and obtain natural traffic and rankings;
Secondly, whether it is PPC or SEO, if you want to obtain marketing effects from search engines, you must pay costs or time that are several times higher than the effects. The "conversion rate" problem has always been plagued by search marketing companies.
Thirdly, search marketing degrades search user experience and is criticized by search users.
Why does the best marketing method in the mouth of Mr. Yu from New Oriental receive double criticism from users and enterprises? Who ruined this method of search marketing? Let’s discuss it together in the next comment! (Text/Murong Zhanyun)
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