Experts say they should rethink the value of search engine business marketing

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Since 2005, consumers have been searching for consumer information from the traditional media to the Internet, today, the number of Chinese netizens has more than 200 million, the world's first. Cognitive consumption knowledge is one of the main drivers of the growth of Internet users in China.

And the behavior of consumers on the Internet, the synthesis of various reports over the years, the top four are search, reading, e-mail and chat dating different sorts. Among them, the consumer in the search time uses the keyword, as well as the keyword change, is most can reflect the consumer psychology and the demand data. In this regard, the author interviewed the search engine marketing conference, the Chinese co-chairman Mr. Yingwei, he believes that the search engine in business marketing value should be fully valued and studied.

Yingwei said, "From the previous search Conference of the participants, in search engines become the main use of objects, the search engine exists for the business in the search engine advertising provides two possible: brand promotion and sales promotion. ”

For the brand publicity, Yingwei that this in the big advertisers embodiment especially obvious, whether it is software giants or hardware manufacturers, whether it is the financial industry or FMCG industries, even if the search volume is small, big advertisers will first to buy a product of the brand keyword, followed by the general product keyword. Although not every consumer of the relevant search behavior will eventually become The Advertiser's customers, but, in a sense, in order to make the browser fully customer before, the value of keyword search has become an advertiser to establish a brand a good way.

In the promotion of sales, Yingwei that this is more practical marketing, on the basis of brand promotion, so that transactions become possible to achieve product marketing, even without the brand, but also the fastest, least cost to achieve transactions. This in the big middle and small all advertisers behavior inside can see, of course, look at the way is also analyze their purchase keywords. Netizens must be very accustomed to search for certain products when a large number of E-commerce site to see the ads, or obviously or implicitly appear in the forefront of the search engine. Even contains a lot of inflammatory words to attract consumers to visit.

Advertisers of these two acts is not absolutely isolated, the establishment of the brand can also bring sales, promote sales while also building brands.

Search and search keyword research, which is to establish a brand and marketing process, search user behavior and specific goods and brands of great relevance, is the business value. That's the way it is, it's the way it is, and it's still the future, unless there's a big shift in the consumer's search for information.

Discover the business value of search engines, not to one or two search engine research, nor to one or two competitors research, but the consumer's all search behavior research, whether the search engine itself or a senior advertisers, can not give direct research results and answers.

More just for this is the third party, standing on the neutral point of view to judge the use of search engines and search engine value. According to Yingwei introduced by the winning era and the United States third Door Media jointly organized the Search Engine Marketing Conference event.timev.com/(September 23, Nanjing, China), gathered a large number of third-party views and combat knowledge, participate in it, Any enterprise can fully understand the value of search engine marketing, whether it is to build a brand or promote sales.