Mi Xiaobin: Search engines need more marketing innovation

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Where did half the wasted ads go?

There are advertising industry bulls once said a famous saying: My other half of the advertising fee is wasted, but I do not know where to go. Experts in the line also believe that in the traditional industry, there is indeed a waste of advertising, serious more than half, and sometimes even all in vain, to lose money.

So where does the wasteful advertising cost come from?

We know that the market share of high enterprises often like to put brand advertising, such as national television and coverage of the national TV program to play brand advertising, although the price is high, but advertisers are still flocking. Some people would think it would be a lot of waste, not for large enterprises.

Because, when an enterprise's brand is known and recognized by more than 80% of users, this kind of brand advertisement only 20% is wasted. When the enterprise launches the new product, uses the brand influence to establish the people to the product quickly the trust. Therefore, like Sony, Samsung, such as the world's top 500 companies, are very fond of brand advertising.

I think that the waste of half of the advertising fee, should be small and medium enterprises to put the brand advertising. When their market share is less than 20%, but to spend the advertising time on all of them, there must be a lot of water drift, and smart small and medium-sized enterprises, more put money into accurate advertising, that is, can lock the region, time, and even the ability to filter the precise positioning of advertising. In this regard, Internet advertising is undoubtedly the most advantageous.

100,000 why customers gladly change their nests

Baidu's bid ranking is a precision information promotion. Baidu has strong participle and search technology, the keyword and search results to establish a high degree of correlation, and appear in the search results before the promotion of information, as well as the right side of the recommended information, but also through keyword technology to match. It can be said that Baidu bidding ranking system is the typical representative of accurate matching.

Baidu in fact to do, it is the two years: through technology to bring traffic, and then sell the traffic, the key is "accurate matching." In the past eight years, Baidu has done a pretty good job in content-related areas, which has made it easier for them to overtake the global search for predators, and Baidu has unveiled a new system, Phoenix Nest, in a few months to allow traffic to be sold precisely to the most needy customers.

Phoenix Nest Take righteousness "lead Phoenix to Nest", the official name is "Search Promotion Professional Edition". The system is more accurate in many ways than the previous bidding system: providing a wealth of data reporting and promotion of live reporting, for advertisers to refer to, as well as for the duration of the regional launch and privacy protection. After the introduction of the new system, the search results page also has a slight change, we can no longer see a page is all about the promotion of information, replaced by at least 10 of the results of the non-promotional information, in addition, the revision, the right side of the recommended information is richer and more flexible than before.

Taking into account the user habits, Phoenix Nest since June launched, using the two systems parallel, so that the release of the people slowly adapt. Today, just two months into the new news, 100,000 customers have chosen a new Phoenix nest system. It seems that Phoenix Nest really attracted the "phoenix", 100,000 of customers choose to move also proved Phoenix Nest system can really promote the effect of promotion.

Search engine needs marketing innovation

Baidu gave me the impression that a product technology company, unlike many media companies, has been very low-key, including Li. Therefore, I always thought that Baidu is a very "dull" very "curtilage" technology companies. At the end of June, Li was a guest in CCTV's two sets of "Yong Le Hui", wearing red Li not only recite the ancient words fluently, but also the scene skillfully and beautiful dance Tango, which makes my view of a 180-degree turn.

Some say it's a show, but I think of it as a marketing, a marketing that seems to have been overlooked before. At the same time, Phoenix Nest in two months to attract 100,000 customers, but also shows that Baidu can not only rely on technology to obtain mass flow, the same can be the most effective traffic to sell to the most needy people. Therefore, the author thinks that now Baidu is not only a good technology company, in marketing as well.

Baidu early advertising word is "Baidu more understand Chinese", and I can now help add two--"Baidu More understand Enterprise", "Baidu more understand marketing", Baidu Phoenix Nest will let hundreds of thousands of customers feel Baidu not only "simple can rely on" and is "simple and good dependence" This is the new innovation Baidu, Baidu is also the innovation of marketing, I think, This is also the Internet technology company's Chinese-style marketing innovation typical.

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