First Half of 2020 Marketing Strategies of Advertisers in China’s Education Industry

Source:iresearchNovember 03,20204:47 PM Overview

Content marketing strategy-Variety Show Sponsorship:In the first half of 2020, advertisers had high requirements for the user base of sponsored variety shows, and they preferred comprehensive game and life observation variety shows.

Content marketing strategy-KOL marketing:In the first half of 2020, young people accounted for a large proportion of education app users. The advertising value index of lifestyle, maternal, and baby KOLs is high for maternal and baby app users. As student KOLs can effectively reach the college students who are more autonomous when making product use decisions. They have become the potential KOL marketing partners of advertisers in the education industry currently and will remain so in the future.

Analysis of Marketing Environment and Status Quo of the Education Industry

The capital increased investment and enterprises urgently need effective marketing to gain attention.

External Drivers of Marketing: Receive Attention from Capital

Since 2014, China's education industry companies receive over tens of billions yuan of investment each year. The number of investment events has exceeded one hundred, and capital pays more and more attention to the education industry. and since 2016, while the number of annual investment events occasionally declined, the average amount of a single investment event has increased year by year from 51 million yuan to over 173 million yuan as of August 2020. Investors' selection of investment targets has become increasingly strict and the investment amount becomes larger and larger. Through investment or M&A, internet giants such as Tencent, ByteDance, and Baidu continuously strengthen their layouts in the K12, interests, skills, and job search and other areas in the education industry. As investors’ aggressive and cautious investment attitudes coexist,  spreading their service capabilities, technology, and resource allocation, etc., through effective marketing methods is an important way for education companies to gain the attention and recognition of capital.

Marketing Direction: Identify Marketing Methods

Internet user scale and usage time increase. Online channels become a marketing focus.

Education Apps are favored by users since they are convenient and have rich teaching resources. Influenced by the pandemic in 2020, the school holidays are extended. Multiple parties, including government and universities, jointly encourage and promote online learning. Users’ demand for online education surged again. The number of monthly independent devices and total usage time of education Apps increased a lot in the first half of 2020. Users' attention to online education channels and the increasing usage of the Internet by Chinese residents have promoted the online business and marketing activities of Chinese educational enterprises, attracting users' attention and enhancing conversion rate through marketing models preferred by Internet users.

Changes in Monthly Investment Index of Overall Advertisers

Influenced by the pandemic, the  concentration period of advertising investment by advertisers in the education industry is preceded in 2020

Affected by some educational courses with seasonal characteristics, the educational advertisers' ad placement has a certain degree of time periodicity. The spring courses are in line with the learning cycle of students in the spring semester. The summer courses correspond with the summer vacation period when students can learn intensively and frequently and can be linked to autumn course registration. Therefore, the marketing and promotion of courses from spring to summer have good publicity and transformation effects. The concentration period for advertisers in the education industry is from March to August. The advertiser's investment index increased. In 2020, due to Covid-19 pandemic, online education has received a lot of attention. The advertising campaign period for advertisers in the education industry began in February, one month earlier than in 2018 and 2019.


Marketing Background:In the first half of 2020, the capital has increased investment in education companies but it is cautious. Both the number of enterprises in the education industry and the sales expense rate increased. Actively carrying out marketing activities have become an effective way for advertisers to enhance competitiveness and gain capital attention. Online channels have become a marketing focus. The main marketing goal that advertisers in the education industry aim to achieve in the first half of 2020 by making and executing marketing strategies is comprehensive and in-depth coverage of target users.
Non-content Marketing Strategy:In the first half of 2020, when making non-content marketing strategies, the media platforms with universal content topics and full coverage of users, and news feed advertisements that suit users' behavior habits have become the first choice of education advertisers.

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