Lvben: 500 million consumer behind, from information diversion to database marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"Author: Lübben, vice dean of Graduate school, Chinese Academy of Sciences"

The annual Baidu World is a blockbuster news announcement timing, this year is no exception. September 2, in the 201,100-degree World Congress, Baidu founder Robin Li opened the lid of pan Dora Box: announced to the industry completely open home resources, Baidu home will no longer be a concise search box, but a converged Internet users personalized needs of the Super platform. The change also means that Baidu is trying to get out of the realm of a single search and build a social network.

From search to social network transformation

Today, the user needs from the information to the application of the transfer, SNS, micro-bo and all kinds of entertainment, communication, shopping, tools and other applications and daily integration more closely, the major adjustment of Baidu home page represents from the search diversion to the "people-centered" distribution of information and application of the transition. But people-centric information, application matching can not be separated from an account system and the user relationship behind the account. After this adjustment, Baidu will make up for the lack of social products in the past gap.

Because most applications and user relationships depend on the account system, and expose a specific period of consumption will and demand, only by IP, cookies and search keywords, can not establish one-to-one user attributes. Obviously, this is a drawback to the network marketing which relies more and more on the user's behavior characteristics.

So that Baidu this bold to the most valuable home resource "big surgery", not only need the courage, subversion of the past pure search ecological relationship, but also Baidu opened up the search industry after the history of the most important strategic breakthrough, in the social network trend irreversible premise, through the convergence of popular applications, account Exchange, Let netizens daily use of the highest frequency of information and applications can be easily obtained, such as micro-Bo, Renren, Mailbox message reminding function, as well as popular games, music and other app applications, to avoid Internet users in multiple platforms. Even, the future of the different platform friends of the comments, letters and friends recommended information, information, goods and other free flow, which to grasp the needs of nearly 500 million Chinese netizens to provide the most powerful tool.

By enhancing the account system and experience, the 500 million of consumers who used to be hidden behind the search will be real. Now, who can collect the Chinese Internet industry's largest netizen behavior sample database, and with its own massive data processing, intelligent analysis, to achieve the nearly 500 million people's dynamic needs of classification and orientation, behind the meaning of huge marketing value and business opportunities.

From information diversion to database marketing

Compared to the past marketing model, Baidu home page open, a single user's network behavior can be accurately locked, such as white-collar home page may include ticket inquiries, food, fashion, cosmetics, shopping, games, college students may be online learning classes, translation, Campus lectures, Renren, exams, recruitment and employment and other leisure and entertainment categories, And ordinary workers may pay attention to job-seekers, rental life class sites, playing JJ Dou landlords, Chinese chess, Martian text and other games. If the extreme show, China's nearly 500 million of netizens on the Baidu platform can show a different face map. Eventually form a huge database that embraces the behavior characteristics of different netizens.

Baidu search in the past may assume more is the role of flow distribution and diversion, and with the introduction of Baidu's new home page, to achieve the daily dynamic behavior of netizens gathered, relying on the homepage of Baidu personalized Super platform, break through the search to obtain the limitations of the user will, in the coordinate system to accurately determine a person's multidimensional characteristics. These real-time changes point to a netizen's data, has the extremely high marketing reference value, the user's online activity can map to the single account system, the business owner may accurately understand the user liking, to find the target audience, a brand-new user behavior Database marketing era is opening.

Promote brand increment

Previously for the user, may need to know their own search for the brand or product name, in order to find the need of information and information. And with the new homepage of Baidu Innovation launched, brought a big change, that is, a lot of brand advertisers can be in Baidu home page on the first time into the user's line of sight, consumer users in the case of no appeal can see the brand advertising master information, in the interest inspired by the natural will click on the brand ads, so since, For advertisers, in fact, is to promote brand display and brand information increment, is undoubtedly a good thing. At the same time, brand increment and mutual feed conversion rate of promotion, greatly enhance The advertiser's marketing experience.

This from another aspect also explained, the search engine may have the effect marketing and the brand marketing media platform characteristic superiority, simultaneously has already had the big breakthrough and the innovation in the brand marketing. This is in fact the concept of the Super media platform proposed by the Baidu World is consistent with the conceptual attributes.