Enterprise Gold Search Marketing: It's not that simple.

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Johannaisby once wrote in the book, "Want to sell things, training, management, motivation?" First, you must make people happy. "This one of the happy, in the marketing area, especially in the field of Web search marketing, is often said" user experience "(UE).

In search marketing, improving the user experience is a complex, long-term and intelligent process. If the previous search engine for consumers to show the user experience good web links, consumers need to click into Access to the user experience to judge the opportunity, then now, the "experience" of the first "door", has been opened in the search engine itself on the page.

With the Baidu Bar, know the emergence of interactive applications and rich, people in Baidu search related information, get the most direct corporate brand display and application. Search engine, has been from a simple search platform, gradually transformed into a direct form of the user experience of the media platform, in such a trend of development, search marketing has become a stage of the wise, only to keep pace with the development of technology, understand the marketing wisdom of the enterprise, it is possible to gold.

Not "search" can be summed up

"Search marketing is not just about keyword sustainability learning, testing and optimization, but also about buying locations, creative information descriptions, and landing page design, because there are a number of factors that affect consumer responsiveness." "Senior Network marketing expert GROUPM Search Asia-Pacific director Rosemary Lising has made such a summary.

Now, search marketing includes content become more extensive, even simple "search" two words, is not enough to generalize, "whole domain" is more suitable. In the world, enterprises have long been the effective means of marketing from the traditional marketing approach to the search engine, and in recent years with the rich marketing content to expand the search platform. In 2011, the Global Search marketing market will reach $44.52 billion trillion and maintain its annual growth rate at more than 14%, according to Zenith Optimedia, a comprehensive study of the Eric Consulting. This is a huge market.

In this huge gold mine, our country's search marketing is just beginning, whether in the search marketing itself understanding, or in the grasp of marketing skills, are so. In the concept of a considerable number of enterprises, search marketing is only a few keywords on the search engine, but in fact, it is a very systematic project, not only need long-term optimization, testing, marketing content also tends to diversify, and more focus on interaction and communication with consumers, at this point, enterprises should be aware that, Search platform is a "life-body", enterprises, search engines, consumers are a constant information transmission and feedback of the "ecological circle."

"Search engine marketing I think the most essence is the orientation," L ' oreal Network Marketing manager Chen out the key to search, and to really do the orientation, in addition to the technology based on search itself, but also through innovative marketing content in search engines and consumers to form good feedback, At just the end of the first Baidu marketing ceremony, L ' Oreal submitted the network Marketing program made the annual Gold Award, "This time we are really as a brand to feel the charm of content marketing", whether it is the brand area of Baidu, combined with the activities of Cannes real-time direct hit, or hung media precision delivery, In the first marketing case of Baidu marketing ceremony, l ' Oreal tried the most cutting-edge search marketing content, "search volume, flexibility and rich products, Baidu has a clear advantage" This is also the value of L ' oreal to achieve "precision marketing" the necessary conditions.

Ultimate Marketing is no marketing

Laozi said "Inaction", is the highest state of governance, placed in the marketing strategy, can be adapted to the understanding that the most extreme marketing, is to let consumers feel that you are not in marketing, just "I need something, gave me." ”

To achieve such a marketing realm, we need to have a very precise grasp of consumer motives and behavior. In fact, the most difference between search engine marketing and other online marketing methods is that consumers actively create marketing opportunities: only when consumers actively type keywords, and click to search this set of processes completed, the enterprise to show the information will appear.

From the current point of view, the search marketing "global" sex, has not been passively waiting for the consumer input clicks, but through the marketing content strategy innovation, combined with the search engine constantly expanding multimedia display form, to guide the occurrence of the search behavior. "Search marketing should fully understand the audience's ideas, help change the user path, and motivate them to make the next move on the Internet." "Rosemary Lising thinks.

In the current huge market of 500 million internet users in China, the "precision" of marketing is particularly important. This precision is embodied in the target Audience group effective direct strike, the second is scientific "detection, tracking, reporting and testing" to help enterprises to analyze the most effective search marketing tools, and on the other hand, precision is to achieve the enterprise measurable low cost elements. All of these, of course, require the innovation and leadership of a powerful search media platform.

Although compared with the global market size of 44.52 billion U.S. dollars, China's 15.65 billion yuan (about 2.24 billion U.S. dollars) market size is still very small, but more than 50% of the annual growth can not be underestimated, and most of the search share from Baidu.

"I think the development of some of Baidu's products is quite good compared to foreign search engines, more suitable for some enterprises in China, because our advertisers are not a light investment Baidu, it will have a global strategy, there are many other places of search engines, there is no such rich products like Baidu, And we will have global data to compare, Baidu from the average industry's CPC is relatively low than other countries. "In Baidu marketing ceremony won silver Samsung Peng Tai Electronic Network marketing director Zhu Yi said."

Like L ' Oreal, Samsung as a company has been committed to tracking the forefront of search marketing business, the Baidu Marketing festival for them to provide a display of search marketing strategy growth opportunities, with the largest search volume of Baidu platform, precision marketing or even "no marketing" is their pursuit of the goal.

Search marketing is the game of the wise, not as simple as it seems. Whether it is a large enterprise, or small and medium-sized enterprises, should be seen in fact, the need for professional knowledge and marketing wisdom of the huge market, as well as the search marketing industry chain development and improve the strong trend. "Baidu's innovation is something we really want to extend so that we can find more ways to sell it," he said. "Zhu Yi said.

For companies, in search marketing gold is the result, but not the only purpose, as in this year's Baidu World Marketing Conference to ask and answer the question: How to communicate with 500 million of consumers? The best marketing communication effect is marketing without marketing, in exploring such an ultimate marketing path, the wise first.