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is discovered the download times will be extraordinarily slow. An Internet Content Provider (ICP)


licence can only be obtained by a Chinese company, but a good web agency will handle this while ensuring the domain ownership and IP rights remain the property of the client. Websites in China ordinarily carry


more information than the Western eye is used to, and frequently seem overly clutered and badly designed. This is changing as Western brands exert more influence, and younger audiences in particular appreciate cleaner and more sophisticated use of layout and function. Search marketing in China works to the


same principles as Google, but technically the search process is very different. Baidu, the Chinese counterpart of Google, which receives 70% of search traffic, uses different algorithms to Google, and consequently websites have to be built around the behaviour of Baidu’s search robots. Also, there is a lot of legacy technology in the web environment in China. A large number of browsers still run on IE6, which was ruled out of consideration in web building within the UK many years ago. What these two factors mean is that it is not possible to adapt an existing platform from the UK and change it through the use of translation. The good news is that a search friendly


website enhanced by search marketing, or search engine optimisation (SEO), will create significant standout for any UK university. Lack of competition is a major benefit that can be combined with effective search practice. Website design in China is behind the


West, but social media is significantly more advanced, and is the most powerful marketing medium for the Chinese student demographic. It is normal to try to describe social media in China in like for like terms with Facebook, Twiter etc, but this is an inaccurate convenience. It is too different. For example, social e-commerce is


extremely widespread and has facilities such as bank accounts that allow purchasing from vending machines by swiping QR codes. When compared to the UK, social


media also plays a much greater role in the daily life of all consumer groups in China, including students. There are social platforms for special interest groups ranging from furniture to sports watches, and they can have participants in the tens of millions.


“The good news is that a search friendly website enhanced by search marketing or SEO will create significant standout for any UK university.”


A key element of social marketing is the engagement of specific user or interest groups through KOLS (Key Opinion Leaders). KOLS frequently have massive user followings, and their status is based on knowledge and trust. Feeding them with insights enhances their position, but more importantly key messages can be passed through KOLS as authoritative and influential information. It is an extremely effective way of connecting with large numbers of individuals seeking reliable information on given subject areas. Pay per click advertising (PPC) should


be considered only by those with deeper pockets. Web design, search marketing and social media marketing should come first. However, if budget does allow for paid advertising the benefits are similar in China to the West – money will allow a first page appearance in searches. When deciding this route it is possible


to get increased value for money. Baidu has appointed partners in every country, and they are given special status that allows them inside information when


monitoring bidding in key word advertising. For all others the bidding is blind, but Baidu affiliates can see exactly who is bidding for what words and how much. Working with such an agency is a very useful benefit. It is obviously important to know what


messages work best in atracting the atention of Chinese students. Academic success rate and the types of degree on offer are the two biggest factors, but showcasing the opportunity to learn and integrate with the local community, travel links and shopping are also important atributes. All of this and more can be conveyed


in context through digital marketing in China, and what is more there is a receptive audience that is hearing litle information from elsewhere. For the next few years at least there will be a great opportunity to take advantage of this vacuum and create a positive presence in China that can be used to become known in the short, medium and long term as a student friendly institution. UB


Qumin is Europe’s only full service Chinese digital marketing company. It has offices in London and Shanghai. www.qumin.co.uk


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