The reputation of business schools (TOP 10) in
Dec 19, 2023 8:16:15 GMT
Post by account_disabled on Dec 19, 2023 8:16:15 GMT
France Notoriety of business schools Awareness index calculated on the basis of the average of Internet user queries on search engines in France over 12 months, in relation to the brand alone (based on 100). These figures should be taken with hindsight. On the one hand, I only took into account brand queries alone (HEC and not MBA HEC for example) and on the other hand, certain terms cover several realities (dauphine for example). Competition between business schools For each school I indicate the competitor No. 1 or No. 2 in terms of positioning. Competition is evaluated here by the number of keywords in common for which the sites are positioned in the first 100 results on search engines. The international digital presence of French business schools Note that for HEC, on the US market, there is potentially a part of the traffic which is linked to HEC Montréal.
With the exception of the 3 Parisian schools, the international digital presence of the Email Data other schools analyzed remains relatively weak. Partly due to a lack of notoriety. Fortunately, there are solutions and levers to be used to remedy this, but they still seem to have been little activated to date. The situation is paradoxical. On the one hand, international demand is very vast insofar as it comes from a very wide diversity of countries. On the other hand, in each country case the local demand for one or the other school remains very low. Each time there are only a few dozen or hundreds of requests per month. Probable consequence of lack of awareness: if the brand is little known, no one looks for it. However, internationally as in France, the digital strategy chosen by business schools relies heavily on highlighting the brand.
This is not specific to this universe. It is a very widespread practice and which remains the majority in many sectors: Priority 1) The brand Priority 2) The brand And Priority 3) The brand. The brand is a strong lever of attractiveness that we cannot do without. We all know that certain school brands have more weight on a CV. A strong brand is a big advantage. Particularly in offline marketing. On the other hand, online several studies show that Internet users will use search engines to obtain information and are therefore mostly neutral in their queries; particularly at the start of the purchasing journey. The brand generally only comes into play at the end of the process, when comparing offers, choosing or purchasing. Unbranded queries therefore have a much higher search volume. By targeting them, we can reach a wider audience.
With the exception of the 3 Parisian schools, the international digital presence of the Email Data other schools analyzed remains relatively weak. Partly due to a lack of notoriety. Fortunately, there are solutions and levers to be used to remedy this, but they still seem to have been little activated to date. The situation is paradoxical. On the one hand, international demand is very vast insofar as it comes from a very wide diversity of countries. On the other hand, in each country case the local demand for one or the other school remains very low. Each time there are only a few dozen or hundreds of requests per month. Probable consequence of lack of awareness: if the brand is little known, no one looks for it. However, internationally as in France, the digital strategy chosen by business schools relies heavily on highlighting the brand.
This is not specific to this universe. It is a very widespread practice and which remains the majority in many sectors: Priority 1) The brand Priority 2) The brand And Priority 3) The brand. The brand is a strong lever of attractiveness that we cannot do without. We all know that certain school brands have more weight on a CV. A strong brand is a big advantage. Particularly in offline marketing. On the other hand, online several studies show that Internet users will use search engines to obtain information and are therefore mostly neutral in their queries; particularly at the start of the purchasing journey. The brand generally only comes into play at the end of the process, when comparing offers, choosing or purchasing. Unbranded queries therefore have a much higher search volume. By targeting them, we can reach a wider audience.