Digital media is the last chance for marketing

If life is a movie, you are the protagonist! With just a few clicks of your mouse, your internet life will be rendered as a movie. When users are interested in making their own blockbuster movies, they do not even realize it is advertising - it is very different from those annoying screen intruders, Hua Liangyuan is the "Mai Rui Bao tour time" behind the scenes.

In fact, as the earliest explorer in internet marketing in China, Hua Lian Lianzhong started to cooperate with Baidu when it first appeared in China. When Baidu began to open the API, Huayang Lianzhong also caught its own "tipping point" and now it is a well-deserved leader in the field of digital marketing in China. And Su Tong is the head of Hua Yang Lianzhong.

Digital media is the last chance for marketing

In the field of digital marketing, Su Tong's sense of smell has always been keen. He found that in recent years, traditional advertising giants such as Procter & Gamble and Unilever have been increasing their investment in search marketing. In two years, Unilever's delivery in Baidu has increased sixfold. The generous big brands make him make the judgment: Digital media is the last chance for marketing.

There are good reasons for this: First, those "long-term Internet marketing customers start to the Internet effect," they not only require a simple brand exposure, but also requires a clear data results. For example, car ads, as long as the previous coverage portal, vertical site coupled with forum promotion is enough, advertisers and advertisers will now even launch a test drive test drive the number of explicit requirements.

In the meantime, enterprises that have not done Internet advertising in the past have also invested in the Internet for marketing opportunities in these two years. But they also carry metrics from traditional ads that require a large number of ongoing brand exposures, while traditional media outlets such as portals and video are ramping up. An era of "effect" for advertising has arrived.

Among the many marketing tools, search marketing is more efficient and feedback is more intuitive.

"As long as advertisers have sales pressure, you will naturally think of search marketing, think of Baidu." Su said. From the search point of view, the user behavior has been from looking for all kinds of information to meet the various needs of the various trends in the video, social and fragmented digital media trends, the search engine is often the consumer's "foothold."

Dig deeper search data to make marketing more accurate

As a digital marketing solutions provider with a large number of high-quality brand customers, Hua Yang Lianzhong has long been looking forward to digital tipping this tipping point. In recent years, Hua Yang Lianzhong each invested 45 million yuan for user data mining. "Baidu is the Internet company that owns the most data," Su said. In the digital media era, "a lot of the user's needs emerge in an instant, and how to seize this moment is important," which puts Internet media and third-party companies in control of user data in the best position because the data is a reflection of user needs and precision The basis of population classification.

"Why GM canceled the $ 15 million list because of inaccurateness," said Su Tong.

The face of brand advertisers demand performance, compared to social media, search engine data mining obvious advantages. After long-term data accumulation, Huayang Lianzhong can "vary from person to person" through the classification, identification and comparison of people, search and marketing for companies such as BMW and KFC in Baidu.

"The third party is between the media and the advertisers. We have enough knowledge of the media and the advertisers." Su Tong is full of confidence in Hua Lian, and hopes to cooperate with the search engine platform in terms of data, products and creativity Common research and cooperation. "Baidu is not only a search engine, but also a platform with many sticky products. The platform will give advertisers better brand attributes." However, on the development of commercial products, Su Tong thinks Baidu still has more room for development.

Huayang Lianzhong is being established within the Institute, invest tens of millions of dollars to study digital marketing topics, "few companies willing to spend money in this regard," Su said he firmly believes that: "At present, the gap is small, but then In a year or two, the distance will be further and further, when other companies only use the standardization tools we have given. "

Relative to the short-term results, the Soviet Union's vision for a longer term. "I expect this industry must be a steady stream of industry, if you want to make quick money in this industry, I hope everyone else do not have the opportunity." As a starting point for this ecosystem, Su Tong recalled the beginning of cooperation with Baidu , Paste it, know to increase user access and sticky, to search and promotion has brought a lot of value, "Baidu is the best promotion of third-party companies do a good job searching, those good products is exactly what we look forward to.