SEM case: PHILIPS 2011 SEM Propagation Strategy

Case background:

Philips, the world's largest electronics company, operates across the manufacturing landscape, home appliances, and medical systems. The overall effect of the perennial search engine has been on the basis of the industry level, the challenges facing the main three:

First, the perennial requirements for ROI, how to further enhance ROI?

Second, on the basis of accurate target groups, how to lock the different target population consumption decision link?

Third, establish and improve a complete number of product lines unified integrated search engine optimization system?

　　

Policy scenario:

Set up a word base based on consumers: Keyword cover brand, competition products, product core search crowd, through the long tail words to expand the potential consumer population.

Advertising creative description in line with the purpose of promotion: through the high degree of relevance of the advertising creativity, and the target audience depth communication, transfer Philips brand concept, maintain the brand in search engine sound volume and goodwill degree.

Account Integration Management: Re-build account structure, the formation of brand account umbrella model. Brand launch and campaign on the basis of the unified account, brand and promote campaign dynamic adjustment, increase the number of people keyword and expand brand product words, in a certain period of time to accumulate potential people, enhance visibility and sales.

Teng Xin Innovation exclusive Search engine optimization system: including time management, MDP matching management, dynamic balance budget management, professional team seven days a week timely adjustment, and so on.

Do not participate in malicious bidding: to avoid the same brand under the keyword bidding, not only to bring the popularity of campaign, while reducing the overall cost of delivery. Do not take the initiative to purchase quality words, maintenance of benign competition in the industry.

Public opinion Management (IWOM) highly coordinated integrated marketing: As the same time to provide Philips public opinion testing Service company, the first time the consumer public opinion the most concerned about hot topics and search engine optimization to do the association. And through dynamic management, timely use of the network itself to spread the force, to expand the brand exposed and sniper target consumer groups.

BPA Bisphenol A Event Marketing Example: June 1 The EU announced the ban on the use of bisphenol A baby products, using this opportunity to adjust the Philips mother and child products description and related keyword bidding, in the most direct way to guide customers and improve Philips brand and product positive image.

　　

Public opinion observation and PR event marketing

　　

　　

Dynamic response of search engine

　　

Execution effect: (The following data are from the third party monitoring background)

　　

Market Evaluation:

"Philips recent overall effect in the same industry brand, and before the launch also has a very big improvement."

--Baidu search engine product Manager

"Years of experience in online marketing have helped us accumulate a rigorous KPI system, but how can we improve ROI?" or a qualitative leap? Teng Xin completes this very challenging task very well. ”

--marketing director of Greater China Region Marketing management

PHILIPS: SEM effect Marketing:

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Source: http://case.iresearchad.com/html/201106/2903001613.shtml