Li: Precision marketing and community marketing are the mainstream

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Reporter: Li Zhen Hello! I'm glad that you have received our interview. The internet has always been a new topic and argument, "community marketing" is a lot of people in the recent topic of concern, so there is a "community representative of the future of the Internet" and other views, such as the argument you agree? Has the community become the mainstream of the Internet?

Li: Community marketing will gradually enter the eyes of internet marketing. There is a noun called to center, that is, in the field of Internet, fewer and less authority and center can speak and dominate, on behalf of the majority of public opinion will become irreversible mainstream consciousness. In the age of the Internet, consumers have more say, enjoy information that is never symmetrical and equal rights, people become more powerful, consumers are more willing to believe the voice of other consumers, not the so-called authority.

In this case, the community formed on the Internet is becoming more and more influential to netizens. In the people also put this way as a new mode of discussion, Baidu has been practiced. 2006, Baidu through the bar, know that with Hewlett-Packard Community Marketing 6515 of the exclusive distribution of mobile phones, but also to HP in the promotion period of two months, to achieve a 30% increase in sales of outstanding results, advertisers are very satisfied with the Logo 206 cooperative Community marketing greatly improved the reputation of the economy sedan. After that, as the model is more and more advertisers agree, Baidu know, paste the activities have been very few empty schedule, the real for advertisers and consumers to establish a benign bridge between the communication.

The mainstream of internet marketing will be more in-depth interaction characteristics of precision marketing and community marketing, and stay on time, a simple purchase of internet advertising, not fundamentally change the traditional media model, should not be the real sense of the internet media. It is worth noting that, when people are tired of the Internet user experience is greatly disturbed, the portal put the mosaic in the middle of the Content Results page painting ads quietly moved to the right side of the page, the media began to think about the next attraction of the main eye of the ads. I think that based on user behavior subdivision of the depth of data mining, internet marketing will bring a glimmer of light, which should be its advantages and charm.

Reporter: Some people say, many communities are applauded not draw, "The new Network Marketing Revolution" is "community" can not bear the weight, what is your understanding of this?

Li: It is not absolute to be able to bear the weight, to see the stickiness of this community and the quality of the audience and the content of talking and caring. The audience has the most say. If by many, the quality is good, but the topic correlation degree is high, such community may not be able to undertake the leather Network marketing life The task, but is the advertisement advocate unceasingly promotes the demand one of trends.

Reporter: The revenue model of the portal is to play product advertising, search engine revolution created a more accurate click Charge mode, "Community era" revolutionary marketing tool is what?

Li: When the search engine changed only text ads, there was also a display class of advertising began, directional display of brand and product advertising appeared. In this mode, the search engine may not only have a pay-per-click model, but will also have an accurate display of charging patterns. The term "Community age" is not very comprehensive, but the tool of Internet marketing is the depth data mining which the user and the behavior continuously pursue the subdivision. Only in this way, can produce according to Netizen behavior and interest match advertisement, but not forcibly interfere with user experience of interference type advertisement.

Reporter: According to the latest relevant data, October 2006-March 2007, China's major network community users of the total monthly visit to the basic trend of growth, especially the growth trend of Baidu community most obvious, the number of monthly visits since November 2006 has maintained rapid growth, until March 2007, The monthly total number of visitors to the Baidu community has been close to 280 million times, the first of all Community-class sites. How does Baidu tap into the business value of the community?

Li: Baidu's community is the post bar, is the key word unit, by the netizens spontaneously established community. In Baidu every day add 6,000, the monthly total number of visits far more than the above figures. With the key word unit this feature, let Baidu's community cover a wide range and very easy to aggregate. For example, sports Bar, total is divided into five categories, the theme of the number of 479, as well as the bar list, netizens can freely enter their own like it with like-minded people to communicate. It can also be done through the charts, discover current trends, such as the official cooperative community of Happy boys, this period of time quickly increase the flow of the bar into the list; As the 2007 CCTV Spring Festival Gala of the unique couplet collection site, during the Spring Festival, the Spring Festival evening bar traffic popularity surge, which represents the trend of netizens. Look at the number of posts, such as watching Super Girl Fast Man which is the best, to see his/her paste post amount to know, such as Li Yuchun's total posting volume has 32.69 million, more than all previous players. Now many television stations to evaluate their own hosts, should refer to his Baidu post the number of posts posted.

Baidu's community is also known, space and other important products. Through Baidu keyword search and these communities of natural close contact, Baidu can help advertisers improve the customer purchase experience all the process. For example, when consumers want to buy a new mobile phone, he first through the keyword search to find the mobile phone introduction and price, through the image search to see the appearance of the phone, and then to the relevant bar to understand the users of the mobile phone Word-of-mouth, the final question can also know through Baidu to be resolved, and then began to buy, After the purchase of a good experience, but also reflected in the Baidu bar, so that more people to share, the formation of impact and improve the customer experience of the closed loop, become the main advertising customer experience of the entire butler.

Reporter: The data shows that the current network community has become a new hotspot of China's network economic development, Web2.0 of the spring breeze makes all kinds of community sites springing up, how do you think a community can better converge to target groups, to achieve a network of audiences, the realization of precision marketing?

Li: There are three prerequisites for niche and precision marketing, namely, coverage, semantic analysis and user behavior database.

The first prerequisite coverage is to assemble the target group, with a large enough sample. If your community is covered in the country and there are only a small number of poor tens of thousands of people, or even thousands of people, then you do not have to trouble more points, the divided is gone. In the Internet concept of experts and name experts find Web2.0 this term, and Baidu Bar has been operating more than two years, accumulated a large number of bars and users, which is today Baidu's community can achieve outstanding results of one of the main reasons. At the same time, countless Web2.0 sites began to emerge, of course, most people here in addition to catching a trend, there is a main purpose is to use this concept to finance. The late start and the purpose of the not pure, not only did not bring them a suitable entry time, but also did not bring the late continuous progress, lack of stamina. Baidu Community has a natural search related advantages and audience coverage advantages, unique advantages to the Baidu community to bring a steady stream of themes and posts, so that Baidu successfully achieve the first step of precision marketing-the convergence of large sample size.

The second premise is semantic analysis, which is used to identify user characteristics. When a netizen looks at a page and you track it, you have to be able to define the page with one or more keywords, and then sort the features of the user, add the feature keywords to the other pages that he has seen, and characterize the person as a collection of different weights that you can record and track. and semantic analysis technology is one of the core technology of search, through this technology, Baidu can subdivide the characteristics of users.

The third premise is that we all know that precision marketing should have a database, that is, the historical behavior of netizens database. Baidu through 7 years of search demand response, and today's largest Chinese netizen coverage, accumulated a maximum user based on the historical behavior of the database, of course, tracking does not record the name.

The premise of these three data mining has, The Advertiser's market segment's biggest demand also is satisfied. So no matter today this era popular called the Audience, tomorrow's popular community, the acquired pop fragments, in short, are advertisers continue to subdivide the market and the depth of communication with users only, and all this is the most essential basis for data mining and constantly updated data.