Edersch Zhaohui: Search is the best medium for effect marketing

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2007, Zhaohui chose to return home to create Edersch, did not expect business so good to do.

2010, focused on the SEM Edersch and Baidu platform cooperation, the realization of 180 million yuan advertising sales, 2011 for 500 million yuan, is expected to be 1 billion yuan in 2012. Sales growth over 100% in the last three years.

"The choice to go back to China is right. "In just five years, Zhaohui has realized his Chinese dream."

Where is the big business of 1 billion yuan a year? Five years ago, one of the important reasons to support Zhaohui back to China was that the Chinese search marketing service was primitive, extensive, unprofessional and low in technology utilization, which was wasteland. The big 1 billion-dollar business (possibly higher in the future) and Zhaohui's Chinese dream are all due to the success of the pioneering China.

Search marketing 1 billion yuan big business

2007 years later, a global financial crisis has led advertisers to tilt towards effect advertising. "When the economic situation is good, there is a lot of money to spend, the situation is not good, investment needs output, the effect of advertising to meet this demand." "Zhaohui said. That is, in this context, the display of the type of advertising decline, the effect of advertising has been favored. This makes Edersch's strengths: Search marketing can be a stretch.

After five years of development, Edersch's service areas include SEM (search engine marketing), SEO (Search engine optimization), mobile internet advertising, social media marketing, etc., as well as providing "one-stop marketing solutions" for large client advertisers with complex needs.

For advertisers to bring a satisfactory ROI, so that Edersch "trustworthy, professional" has been recognized by major customers, they

Through Edersch to become the customer of Baidu, created the year before 180 million yuan, the last 500 million yuan, this year 1 billion yuan growth miracle. Of course, Edersch has a major customer, the annual average of more than 5 million yuan to become its target customers, this is the core competitiveness of Edersch.

And for the choice of advertisers, Zhaohui also have their own views. "The electricity quotient bubble raises the key word price, causes many (the agency company) to make a pot full." "Zhaohui is particularly wary of" electricity business hot money ": Last year to earn money, played in the fold this year, excessive reliance on the electricity quotient, will affect the company's health. It is precisely because of the unpredictability of the electricity business, Zhaohui actively rob the power of hot money at the same time, pay more attention to open up financial, telecommunications, education, insurance and other aspects of customers, to ensure the performance growth.

From 180 million to 1 billion, all of this is a company that has been in business for five years and employs more than 500 people.

China's search marketing market development space is huge

When Zhaohui founded Edersch in 2007, he was prepared to do American business because of the maturity of the AOL advertising market and the founder team, including Zhaohui, who had worked in the United States for many years and was familiar with the U.S. market.

At that time, Zhaohui and the team "major" search marketing, their core advantage is data mining technology and data analysis capabilities, and based on these technology research and development of search marketing tools Adsage for Search (AFS), can help advertisers carry out the overall SEM management and effectiveness evaluation, and discovering potential users on a variety of media platforms.

With such a core product, Zhaohui back to the country, surprised to find that China s EM is simply a "white paper": Mainly some agencies, no real SEM companies, measuring the size of these agencies is not the technical capacity, but the number of call center seats, in such an environment, Zhaohui technology to win the products and services, the advantages are obvious.

So Zhaohui decided to return to gold. Since the flagship search marketing, it is inevitable to work with China's largest search engine Baidu cooperation. "At that time, Baidu did not open the API to the third party SEM, and Edersch joined forces, Baidu is ' the first time to eat crabs '." Zhaohui recalls. However, this is a mutually win cooperation. Five years later, the big customers outside the long tail became an important source of revenue for Baidu, and Edersch became a well-known SEM provider in China, and Zhaohui the Chinese dream of returning to business.

After five years of development, China's search marketing market has changed, but compared with the United States, there is still a lot of room for growth. According to Iris data, the 2011 U.S. network advertising Market size reached 317 of innovation. 3 500 million U.S. dollars, of which the search advertising market share remains the first, up to 46.5%, about 14.766 billion U.S. dollars, while the Chinese search advertising market size of about 3.2 billion U.S. dollars. In addition, Zhaohui introduced, the American traditional brand advertisers to the search marketing acceptance is higher, there is a relatively perfect SEM industry chain. And in China, has a technical background of the Professional SEM company, mostly by the traditional advertising agency, has not formed a complete ecological circle, the traditional industry advertisers on the search marketing awareness and investment also has a lot of room for improvement.

In Zhaohui's view, there is no medium comparable to search engines, because "this is the user needs of the real response, ask you want". In addition, the effect of advertising and display ads between the boundary is blurred, to search for the effect of the representative advertising has more integrated into the brand display function, the resulting marketing value is self-evident. Therefore, he is confident in the future development of China's SEM market.