360 Search for the usual marketing practices

360 of the Internet war, Victory is a war and then a war. Why is this so? This is inseparable from its marketing tools.

In fact, when the 360 security guards, Zhou in the use of a lot of people did not notice the "labeling, the definition of" marketing methods. At that time, antivirus or charge of the era, 360 dare to give up short-term benefits gains and losses, do free. At this time, with the help of the free viral transmission, label themselves labeled "Free anti-virus Software", and is "permanent free anti-virus software" for their own products to distinguish the value of other similar products using the "labeling, the definition of" marketing methods.

At this time, the use of a lot of soft marketing, in the major news sites and forums for 360 security guards do propaganda. The spread of the free sex has spawned a lot of attention from the industry, and many experts have been involved in the discussion of "free" and "safe".

Then, in order to solve the problem of money, the introduction of software download platform, while selling some third-party billing software. This income is still very meager, so with Zhou years of internet experience, he believes that the browser client products are promising, so launched a 360 security browser. 360 Security Browser, learn from the advantages of IQ browser, learning the essence, while taking advantage of the successful experience of 360 security guards, to import 360 security defender users into the browser to generate real traffic.

Flow import needs a good use, for reference to hao123 and other Web site navigation station's successful experience, made a 360 security navigation. In the Web site navigation This seems very saturated also does not have innovative precision areas, and once again by virtue of its "labelling, definition," marketing techniques, and a number of Web site navigation station to distinguish. And now this site navigation is also the 360 most profitable important component.

And these days, the network has begun a fierce "3B war" discussion. 360 Start the search engine, from the 360 large system independent, launched the 360sou.com and so.com domain name, and the search market share accounted for more than 10% of the Chinese market, one fell into China's second. In many people's view is a miracle, and many network data experts from the data analysis, that Baidu and other search services in the market share has been significantly affected, and the most influential, especially Google.

The initial Internet success depended on content, for example, Sina, NetEase development is from the content to do, and then the success of the Internet depends on the technology, is representative of Baidu, through technical means to enable the content to arrive quickly; now the success of the Internet depends on the client, representative of the Mo QQ and 360, They do not go directly to the purpose--content--but instead choose a way closest to the user, indirectly introducing the content. Seems to many people, our Internet from content to technology to the client, and the Internet attention economy is contrary, but actually this?

Summarize the marketing tools used in 360 searches (no mention of technical marketing methods, such as forum marketing, blog marketing, etc.):

1. Define marketing. Through the "Labeling, definition," the way, different from other products, to engage in a unique advantage of differentiation.

2. Viral marketing. The definition of marketing is for viral marketing communication and do the initiation ceremony, when this meticulous program started, it entered the automatic transmission of virus marketing process.

3. Soft Wen Marketing. 360 Company's growth, has been and soft wen inseparable, and is a clever soft marketing. Use Baidu to search 360 related news, we will find the first page update content for the day more. At the same time in a number of niche Web sites on the 360 of the discussion is still heard, so almost one day we do not apply 360 of the software does not log 360 of the Web page, we also have access to 360 of the relevant reports every day. This is the same as when Google entered the Chinese market in the same way.

4. Integrated marketing. 360 The launch of the search can achieve this effect so quickly, the integrated utilization of resources plays an important role. From the internal flow of the most source of 360 browser navigation, to the external partners to cooperate with the soft text of the bombing, all kinds of conducive to the dissemination of resources integrated marketing, to achieve a very good effect.

5. Value modelling. 3,601 to be good at value-building, in doing anti-virus, the value of modeling so that the free strategy can be successful, in the pursuit of free at the same time also vigorously publicize the permanent free, updated the most timely, why to do free, their own profits how to. It makes users feel valuable or trustworthy. 360 search is still from the user experience and other parties such as users of Baidu ads dissatisfied with the optimization, hoping to achieve a clean and tidy safe search. At the same time in search experience and recommendation mechanism to make customers more satisfied. In the absence of implementation is the value of the mold, do not know the future is not so good?

Again, on the search for market share, Tan Huihui that too many network experts commentators are misreading the matter.

Statistics from statistical tools to know: 360 master 22.2% of the Web portal, so that 360 of the search using 10% of the market share. This is reasonable in terms of search usage. And for the next 360 of the search for the share of profitability, is still unknown! In fact, with 10% of the market share is also the original ability, rather than enabling the independent domain name after the. In other words, the independent domain name just let 360 search of this ability to be dominant, and put some technical things to themselves, and do not have to rely on other search engines. Also this change, then Zhou 祎 put words to start "3B war", let everyone's eyes focus on 360 search. In fact, Baidu and other search traffic impact is not as big as the imagination. Because it was not included in the calculation system of 360 search, a calculation formula, the natural calculation of the result is Baidu share of the decrease, 360 of the search share of the explosion.

3,601 straight in the dry search, at this time 360 search just made a domain name independent, why old week to do so? Experts said: "In order to make money, make more money." "There is no doubt about that. However, how can you make it more profitable when the overall amount of traffic is not changed?

Domain name independence, the right to speak independent, influence independent, concern independent, operational independence, marketing tools and marketing focus Independent, the user's attention independent, profit model independent. In this step-by-step process of independence, with 360 of the search is its influence continues to expand, profits continue to expand. This reveals the internet's unchanging money-making secret-the attention economy. Where is the attention, the profit model?

Seems to coincide with a famous quote--the biggest harm is not not love, but do not care. It's hard to make money in the online world.

Author/Tan Huihui