Brand is iron effect is steel, have big data you don't panic

April 18, known as the marketing world of Davos, the trend forum on the effectiveness of the Philippines held in Beijing. During the period, Baidu Marketing Institute innovation Research director Liu Hu made "Understanding brand marketing era" dry goods sharing. Baidu has long been not just the search party, with its consistently excellent technical innovation capabilities, and the deep accumulation of large databases, has been upgraded to more human nature, more understanding of life, better understand the future of the full media platform for science and technology.

Remember the beginning of the 2014 "Baidu Migration map" debut CCTV stunning it? Remember "hold live 25 years old is youth" of the Olay of the popularity of a single product? Remember the new generation of small days after Wu Mo worry endorsement Pepsi that hot ad? These are the big data on Baidu's masterpiece.

Liu Hu introduced that the choice of the distinctive personality of Wu Mo worry Work card spokesperson, not Pepsi Pat head decision, but according to the cognitive, reputation, relevance, difference four dimensions, down-to-earth with Baidu large data optimization. "Olay 25-year-old outfit" The factory is more scientific. Baidu to help the analysis of the audience of Olay, found that many consumers are asking "whether the Olay is suitable for the age of the use of people," which means that the target group is not clear. The consumer's problem represents their real demand, satisfies the demand to become the brand repositioning best solution. With the help of Baidu Sinan "brand probe", "Consumer portrait" analysis, the introduction of the Olay "Olay 25 years old", the market is very popular. It can be said that large data more understanding of human nature, insight into the needs of natural more grounded gas.

"The father of modern marketing" Philip that in the marketing 3.0 times, marketing to "people-centered", to people's lives in the problems encountered to provide solutions. Baidu knows, encyclopedia, Post bar, music, news, pictures, videos and other vertical channels, composed of consumers to meet the various needs of the solution platform, chat how effective? See the Evergrande Ice Spring. Evergrande participated in the national attention of the league, Baidu integrated the search, news, music, encyclopedia and other users and wireless platform to stimulate this moment, we together for the constant refueling, the whole process and the constant ice Spring link. Finally, with the help of the Asia Crown final Evergrande's historic moment, Evergrande Ice Spring also ushered in its brand top (Yi) Peak (Cheng) (Ming)--3 billion exposures, 4 million participants, and the day's search index was 36 times times higher than that of a peer-renowned brand. Through the user platform information path to create the ultimate experience of the brand, the effectiveness of the leveraging.

In a multi-screen era, interaction is a fashionable word. The spread is not cool, who still play with you AH. Baidu has a strong technical interaction capabilities, in the face, speech recognition technology is rich, at the same time with light, blowing, playing, sound, temperature sensing, gravity sensor, such as more than 50 kinds of interactive technology, enough in the intelligent terminals and wearable equipment, "dazzle technology." To Baidu for the source of the U.S. Juice Smart dual-screen interactive advertising as an example, activities, when users scan the PC brand area of two-dimensional code, computer and mobile phone screen will appear floating layer, click on the phone screen knot on the branches of the Orange, Orange will fly into the computer screen, converge into a bottle of juice source juice, gathered full, orange juice overflowing. Injection of High-tech elements for marketing, creating a stylish and interesting user experience, natural beauty juice source in the competition, brand effectiveness.

Brand is iron effect is steel, have big data you don't panic. 2013 Baidu proposed branding moments marketing methodology, whether it is looking forward to the rapid establishment of brand competitiveness of new products, or longing for the old, evergreen old, Baidu is to help marketing, create value to the force of small partners: insight into consumers, can achieve efficient communication, Effectiveness evaluation skills get, in the target consumer demand moment, the integration of The advertiser's marketing appeal, provide an integrated brand communication of the ultimate experience. Is there any more intimate "Brand Butler"?

In the night of the "Effectiveness Ranking awards ceremony", Baidu won the actual effect of advertising TOP10, the effectiveness of the brand TOP10, the actual effect of the agency TOP10, the effectiveness of the Agency group TOP10 a total of four awards, a moment of no two. It is understood that Effie Index as the only one of Greater China will be included in the International Effectiveness Index of the ranking mechanism, into the rankings TOP10 is an important symbol of enterprise market vitality and industry status.