Analysis of Gome electric search engine Marketing (iii): Integrated search

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The previous "Analysis of Gome search engine marketing Focus Search" and "Analysis of Gome electric search engine marketing 2-card Marketing" Fly analysis of the Gome search engine marketing focus marketing and card marketing, today to share the last search engine high order operations-integrated search.

Home appliance Industry is a completely competitive industry, if not targeted at a specific group of people to promote, then such as the Gome sales channel consumers face is the whole media. Therefore, the use of integrated search engines to promote the entire sales and enhance brand focus is very important to expand the brand's market share also has a great help.

As shown above, Gome in August 2009 launched the "Happy Life to point electricity" activities, is the re-use of Baidu search engine platform, a comprehensive integrated marketing. The campaign is aimed at young people in newly weds who are eager for a happy life and have a good network of interactive communication habits.

To that end, in the search for promotion, Baidu has not a single choice for gome brand words, but will expand the keyword to real estate, home, wedding, travel and other related words, and even as the purchase of household appliances when the focus on the refrigerator, color TV and other words are listed as the scope of people search keywords, This integrated keyword search is designed to allow Gome to cover a wide range of search audiences.

In addition, Gome's "happy Life to point electricity" activities also integrated application of the Baidu super high flow of knowledge, stick to the community platform, accurate targeting of consumer groups, with the help of linked ads and precision ads for a large amount of brand exposure, direct search users to guide the activities of the topic page, from the newly married people around the life to start, imperceptibly cultivate the search user's reliance on the Gome brand, enhance the influence and reputation of Gome brand.

In a strong offline resources and high visibility, and the situation is obvious in the industry oligopoly, retail chain channels in the Internet search brand marketing, more emphasis on consumer accurate positioning of the aggregation and experience, more attention to the interactive experience of Internet users. Keywords can help gome quickly find the target user base and help improve the marketing campaign to reach the target audience.

With the improvement of users ' Internet quality, the promotion of technical ranking to produce a certain degree of resistance, pure search engine purchase effect will be less and less, gome must consider from the soft content to improve their quality and 360 degree of network integration marketing.

and focus Search, card search, integrated search three policies of the integration of the use of the user's initiative to mobilize, change push marketing for pull marketing.

Search engine for Gome brand building completed an important step.

Of course, this is only my personal insights, welcome to exchange and discussion. Original author: Fei Fei (feather Apprentice) original address: www.sem0571.com first A5, welcome everyone to Pat Bricks, SEO Senior Exchange Group 1,120,968,831 exchanges and communication!