Search Marketing = Future Marketing

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Search Marketing (Engine Marketing) in China after several years of development, has been more attention to advertisers. It is not to be overlooked that although more than 200,000 of the advertisers in China are actively engaged in search marketing, but compared with the base of Chinese 4000多万家 enterprises, the impact of search marketing is still weak.

However, from the North American pay-for-search advertising trends, by 2010 Nearly half of the online advertising costs are put into search marketing, well-known brands will increasingly rely on the search engine this new marketing. In the foreseeable future, the search engine will develop to be able to search for everything can be digitized representation of the things and spirit, everything can be searched, search will be everywhere, search marketing equivalent to the future of marketing, service in the keyword delivery of real-time management optimization technology, will make marketing every moment can be carried out. In addition, cross language, cross-cultural search engine, for advertisers to build a global brand spread the best platform.

Is your ad audience listening?

From the current traditional media and the development of new media, although in the coexistence of pluralistic media situation, but the new media, especially the network media has become increasingly powerful. Compared with traditional media, network media has become the first contact media of people's working time to some extent, while traditional media such as TV, newspaper and magazine occupy the first contact media position of leisure time, but this is also changing quietly.

Just as an example of the nearby Olympic Games, according to an online survey of 58 websites, TV, internet media and newspapers will be the main way for users to get the Olympic information in 2008, but 46.1% of the audience said that the network media will become the most important way to obtain the Olympic information. And the choice of TV media as the most important way to get the Olympic information is only 34.5% of the netizens, the network media has been updated by the rapid speed of information, rich and diverse content has been more popular. In addition, the advent of network media, so that the audience in the working hours can also enjoy the fun of fast access to information.

More and more advertisers are discovering that audiences are no longer listening to themselves, or that new advertisers are no longer listening to themselves. In this case, as advertisers, especially the advertising budget for a large number of traditional media advertisers, you should seriously think about this problem.

Marketing Newland

Now, in North America and other network marketing developed areas, for the target consumer "subdivision coverage" effectively reached, has gradually shifted from the portal media to the search engine, users in search of keywords, has taken the initiative to express their needs. Therefore, each search engine users are a user with personalized needs, for advertisers, search for their products and brand-related keywords users, it is clear that it is to pursue the target audience. Through search engine, find the sales leads from the audience's search behavior, set up the brand in front of the potential purchaser, the search marketing relies on its precision, becomes the new advertising strategy which the North American advertisers increasingly value.

According to IAB and Morgan Stanley, U.S. paid-search advertising revenue accounted for 44% of online advertising revenue in 2007, up two percentage points from 2006 's 42%. U.S. paid search advertising in the next few years will also maintain high-speed growth in the proportion of online advertising will gradually increase, gradually become the most important form of network advertising, is expected by 2010, pay-for-search advertising revenue accounted for more than 50% of network advertising revenue.

Search engine has become the highest user application rate of the network services, the user's behavior has undergone a significant change, when it is interested in something, the most direct understanding of the channel is the search. Search as the user's brand awareness of the first media, its marketing value worthy of deep excavation, especially for large brand advertisers, a reasonable mix of search marketing and brand graphics advertising, will play a cost halved, the effect of doubling the role.

Looking from the global scope, the famous brand chooses the search engine as the most main new marketing platform, the value is the Search service Ultra high penetration rate, the search result order has the huge influence to the user brand cognition and the user in the search Process initiative request. The high coverage rate of the search service can provide the guarantee for the wide spread of the advertisement main brand; The result ranking can provide a quantitative measure for the public relations activities of the advertising main brand, and the user's spontaneous appeal can provide the demand clue for the advertisers, and actually drive the product sales.

The characteristics of Chinese search service

Looking from the development of Chinese search service, in addition to embody the characteristics of consistent with the global scope, but also gradually out of the Chinese characteristics of the development path. According to the latest data of Iris Consulting Iuser Tracker, and according to the track of the development of Chinese subdivision search products, the Chinese search engine operators are optimizing the product line according to the change of the user's search content, trying to make the search service one-stop to satisfy the user's various information needs and content needs. Based on the driver of user's demand, the search service is transforming from a single text information service to the integration Content delivery service.

To Baidu product development trajectory for example, the concept of its product line layout is to develop different vertical search channels to meet the needs of users, by capturing the search engine on the network Service flow guidance to develop new products, in a network platform to meet the needs of users of multiple information.

Similarly, according to Iuser tracker data, as of April 2008, Baidu's Access to life services (more parenting and living consumption) contributed 20.1%, to education services (university websites and training institutions) contribution rate of 16.9%, to it digital (software download for many) Contribution rate of 12.3%, to Community Friends (Community and blog) contribution rate of 9.6%, in addition to news information, tourism services, entertainment information and game information contribution rate is also at a high level. After 2008 years, Baidu's contribution to E-commerce and financial services has also increased.

In addition to other search engines along the same direction to improve, the current search service is expanding the service sector, from the development of subdivision search services, from the daily life of the network services to close to the people's daily life content development. In particular, the vertical search service began to focus on work search, travel search, life search, parity shopping, and the introduction of financial services and other related to the people's livelihood relatively high service, and increasingly reflect the value of the Search service livelihood.

At the same time, China's search service is completing a transformation from a single text delivery service to an integrated content delivery service. Looking from the service function, the search engine has provided from the single text information, has gradually had the downloading function, and moves closer to the traditional gateway, has the news dissemination function, on this foundation, also with the community close Union, lets the user original content share; Search engine tracking user input keyword behavior and preferences and to serve the enterprise users; In the future, search engines will improve their value as a trading platform, providing a possibility for business transactions.

From the search content, the current search engine can search the digital content, has long been not only text, pictures and music, video Search is widely recognized by users, the number of visits to increase rapidly; Relying on hyperlink analysis, the search for interpersonal relationships shows that the search engine has realized the initial intelligence; Greatly expanded the trading possibilities of E-commerce.

Fully, search engine is adhering to the above two dimensions of rapid expansion, and integration into the portal and community elements, marketing value has also been promoted, from the previous single text chain auction advertising, and gradually have the graphic advertising display value, video advertising broadcast value, Word-of-mouth Marketing communication value and the transaction value of E-commerce.

Everything can be searched

First, the evolution of future search objects will result in a generalization of information sets. Now the object of retrieval has been extended from text to pictures, video, knowledge, interpersonal network, but it is through language to express the characteristics of things. In the future, there will be more awareness and spirit that cannot be characterized by language, so it can be retrieved. Therefore, the search engine in the future development of an important trend is that all can be digitized to represent the material and spirit, will become a search engine retrieval objects, all can be searched.

For advertisers, "Everything can be searched" means that the realization of the creative advertising has countless possibilities, but also will not be limited to the current copy, pictures and videos, the future will be more innovative forms of advertising, more deeply rooted in the advertising appeal, and these new advertising demands, Can have a first impact on users through search engines.

Secondly, the expression of the future user's individuality needs will realize the digital characteristic output. The richness of the content of the search results in the user expressing the individuality demand, no longer confine to the text, but develops to the vision, the hearing, the action even is the thought direct output, matched with this is the search engine user individuality demand expression will be more digitized and the automation. The change of user demand output way will have more advantageous influence to The advertiser, the current user can not use language to describe a clear personality needs (such as color, smell, texture), will be clearly described in the future, so that advertisers in the promotion of their products more targeted, can provide just meet the needs of users of products, To complete sales promotion.

In the "Search anything" of the future, searching marketing will produce more powerful influence, search marketing than other media marketing, more representative of the future marketing direction.

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