Sogou Du Yu: Practice and thinking of original advertisement

September 25, the plum Blossom Net Open Day "effect Marketing Special" event held in Beijing grandly. Sogou brand Advertising research and development director Du Yu was invited to attend and made a keynote speech. He combined the "Sogou & Ctrip School Season" case, with the participation of the hundreds of business representatives to share the Sogou of the original advertising marketing thinking and practice. Plum Blossom Net Open Day series of activities aimed at brand enterprises, media operators, marketing service providers to build an interactive platform, this year has held 14 activities. In his speech, Du Yu pointed out that with the deepening of Internet advertising, brand advertisers have not satisfied with the simple brand exposure or to bring users to their own site, but want to establish a deeper level of interaction with users in order to gain the user's identity of their own brand. And the original advertising is the content with the integration, bring users a good experience, valuable information and services, can give users a better experience, but also to brand advertisers to bring better brand communication and effect of marketing returns. Sogou brand Advertising research and development director Du Yu face user behavior and advertising complaints for the constant change, Sogou also in the positive thinking, how to use the idea of the original advertising and way for the brand advertisers to provide brand communication + effect transformation of the marketing approach. Compared to social and news media, Sogou faces two major challenges on the way to native advertising: first of all, the search for such a "passive media", whose content is determined by the user's search requirements, how to make the content of the ads combined with the needs of specific users, but also adapt to this category of requirements, this is the first challenge; Search is the most accepted effect of advertising media, but the value of the search brand dissemination has not been highly recognized advertisers. User search behavior Fast forward fast out of the model, so that search engine lack of user stay and deep interaction. So how can you identify with the user in search, let the brand and the user fully interact, make the advertisement advocate the brand marketing plan, this is another challenge; in the face of the above two questions, Sogou's idea is: first, find the event: through the search behavior accumulated large data found hot event, through the analysis of the user needs behind the event, Discover business opportunities and fit advertisers. For example, the Spring Festival, the user will pay attention to buy tickets home, pay attention to New Year and so on. National Day holiday, we are most concerned about the hot spots of the weather, Route raiders, and driving routes and so on. Second, catch the crowd: the focus of the attention of the crowd must have a certain commonality, and advertisers together on the population attributes, behavior and habits analysis. Third, customized content: Based on user needs and crowd characteristics to work with advertisers to customize content to meet user needs, this will ensure that the content can address the needs of specific users, and through the way in line with the crowd to let the brand Advertiser's information and services reach the target crowd, and form the user's identity to the brand, to achieve brand communication + Translate the marketing effect into consideration. At the beginning of September, Sogou and Ctrip school season "said go, the university is the youth travel" strategic cooperation, is to search engine primary marketing an innovative practice. This time through the Sogou multi-screen platform advantage to new students travel ticket service and other practicalDemand, for the upcoming journey of the campus to provide point-to-point campus and urban "live, travel, play" information, try a new based on large data technology of the cross-screen primary marketing. Du Yu introduced, through large data analysis and research, Sogou found that some sudden or regular events, will make the user behavior interesting changes. Take holidays as an example: Spring Festival, we will pay attention to buy tickets home, pay attention to the new year and so on; National day, we are most concerned about the hot spots of weather conditions, routes, such as driving lines, and other issues; at the end of August, early September, freshmen and parents were also watching the upcoming schools, cities and how to go. Therefore, combined with the September million students will embark on the first journey of life on the road of the Hot event, Sogou & Ctrip together in the travel and school-related information needs, to explore the potential of commercial value. On the other hand, "Sogou & Ctrip School Season" Case also reflects the Sogou to target the needs of the crowd control and carry out precision marketing advantages. Sogou for the students, independent, rely on the internet and favor the characteristics of fashion elements, for Ctrip tailored related services. On the search side, Sogou took a search application embedding approach, covering students in the first semester of the mainstream search needs. At the same time to ensure that the partners Ctrip ticket travel information, schools around the hotel, attractions related information and all kinds of promotional activities of the full reach and exposure. In the mobile end, Sogou rearranged the content and experience, so that students one-stop to understand the relevant information, access to the required services, docking Ctrip related resources. After the search for the establishment of positions, Sogou also use their own unique across the screen, cross-platform resources, further detonation of demand, expand the impact. According to the introduction, both sides this cooperation covers the Sogou home entrance, PC and wireless input method skin and new words recommended, PC and wireless search applications, Sogou number pass, Sogou mobile phone assistants and many other resources. Sogou through a large number of data to explore hot spots, pinpoint the demand for business opportunities, combined with user segmentation features and advertising main marketing appeal, for the target population to customize the content and interactive mode, the introduction of brand content and services. Based on the search interactive position, the use of cross-screen cross-platform resources to promote the explosion of demand, expand the impact of students in the community to trigger the sharing and dissemination. and Ctrip together for students to create a say go on the youth travel. At the meeting, Du Yu said, Sogou hope that with more brand advertisers to the original advertising way to carry out deep cooperation, and constantly explore and update better marketing methods, in the future, to users and advertisers to bring more value.