Marketing effort that span culture and language always face special challenge, Jesse Gildsegame from Language International.
An advertising campaign that produces a huge return of investment (ROI) in Korea market might fail completely in Taiwan market. The keywords used to search in China may completely different from Taiwan because of the use of language.
Traditionally, Schools rely the marketing on their agent partners because of the challenges in local marketing. However, the school may not fully satisfy with their Agent partners all the time since the commission they offered may not be optimized and get good return of investment because the wide range of products represented by a study travel agent.
Gildesgame, who works for an online multinational agency indicated that agency may face a variety of challenges from country to country. The use of language, searching behavior, time zone differences will influences the paradigm of marketing itself.
Carlos Apollaro, Director of Operations at interculture in Brazil say, “Marketing the study travel business is difficult due to the diversity of targets, features and each product requires a different selling approach and has different selling points” Marketing is more successfully when focusing on a specific product and target.
Another statistics shows that Just 8% of agents surveyed used a specialist marketing agency for their campaigns while 92% of dealt with marketing activities in house – Special Report Agent Marketing.
The marketing resources is such a core part of an agency’s business. the scarcity of marketing resources will not go to particular school due to the wide range of products and services represented by your partner agent.
Fortunately, with the development of cutting edge technology and new form of digital agent may serve for your school. The product or services owned by school may get opportunity to market directly without the worrisome of your partner agents’ limited marketing resources. Digital agent will focus only on your school and design the marketing strategy and plan for your school only. They work as a representative in certain country and work as your online marketer to increase the branding awareness and positioning the course target audiences.