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Malaysian students respond exceptionally well to online advertising promoting studying overseas.
Although students in many Asian countries will respond reasonably well to online banner ads and email marketing campaigns (given an appropriate strategy of course!), we have found that Malaysia stands out above all of them with especially strong results. I believe this is due to the prevalence of English spoken in the country because of the previous British colonial presence here, the large middle class that can afford to send its children overseas for college study and the affinity that many Malaysians have for the US or the UK. Interestingly, Singapore has many of the same characteristics as Malaysia in this regard, but although response there to online advertising from the overseas education sector is good, it is not as strong as in Malaysia. I think this is due to the fact that local college and university education in Singapore is very good and many parents and their children elect to stay in Singapore.
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Contributor's Note
Our company has been making online media buys on behalf of educational institutions in the US and UK who wish to reach students aged 16-30 who wish to study in the US or UK for undergraduate and post-graduate programs. We have planned and executed numerous banner ad and email marketing campaigns around Asia, including Malaysia, Singapore, Thailand, Taiwan, China, Korea and Hong Kong. This intel reflects my learnings based on this experience.
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The difference between Singapore and Malaysia is interesting. It might also have something to do with the fact that a good number of college slots in Malaysia are reserved for Bumiputra students, so Chinese and Indian kids have a harder time getting into college in Malaysia.
 | | nick Mar 28, 2008 14:33 | |
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This intel was contributed by Jeff Zweig
Jeff Zweig
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May, 2012
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