New interactive Wu Xiaoming: Car Enterprise Search marketing should be bolder

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President Wu Xiaoming of Beijing New Creative Interactive Advertising Co., Ltd.

Recently, Beijing New Creative Interactive Advertising Co., Ltd. President Wu Xiaoming in an interview, said that search marketing will become the automotive industry in the field of digital marketing next focus, and remind car companies in this area can do more boldly.

New Interactive is an advertising company that has been doing a good job in the field of automotive digital marketing, founded in 2003. The Easy Car company, founded in 2000, is its parent company (listed in 2010 on the NYSE). It can be said that the new interactive and China's automotive industry digital marketing with the birth. It is a digital marketing business for more than 20 car brands. It is also Baidu's important business partner in the automotive industry.

Rapid promotion of search marketing in automotive industry

The advantage of innovative interaction lies in its leading technical and creative capabilities. After successfully finishing FAW Mazda's digital marketing ideas in 2003, Changan Ford came to invite bids and become a loyal customer. And in the Mondeo for Changan Ford to finish the 3D product site, Changan Ford's leadership has thanked the new interactive creative efforts. More specifically, since then 3D product Web site to become the standard of each new car marketing methods, innovative interaction for this separate set up the 3D production team also homeopathy gradually developed into a separate Bitone brand.

In recent years, new interaction has changed, and search and app marketing have become the focus of the next layout. 2007 joined the new interactive Wu Xiaoming, especially optimistic about the prospects of search marketing. He made a comparison: according to the data published by the relevant research institutions, Baidu Auto advertising accounted for China's overall auto industry network advertising is only 7%, while Google received a car industry advertising amount of 2 billion U.S. dollars, the overall U.S. auto industry network advertising total delivery of the proportion of up to 62%.

"Google's share is the future development of Baidu potential space, is expected to 3 to 5 years Baidu car advertising ratio must overtake Google, this is an irreversible trend." "Wu Xiaoming's judgment comes from the experience of acting as a digital marketing agent for the past 10 years.

"10 years ago, we needed to explain to our car customers what internet advertising is and how to use the portal." Now, auto companies have been more comfortable with portals and vertical sites. "Wu Xiaoming also shared several figures with reporters: Ford's digital marketing costs in the world accounted for 20% of total marketing costs, and even more than 30% per cent in China, with the FAW Mazda ratio reaching 40% to 50%. In Wu Xiaoming's view, 20% is the most basic proportion of digital marketing investment for a car company.

"Today's search marketing is like an Internet ad 10 years ago, and they all know they have to do this," he said. "The precision of search marketing is the ultimate goal that all auto companies want to achieve in digital marketing," Wu Xiaoming. "Only now they have no clear idea of how to use search marketing." He felt that the process of learning would be very fast.

Search is the first entrance that the car enterprises should grasp

First, car users have shown dependence on the Internet. Related reports show that more than 71.8% of consumers through the Internet to choose Automotive Products, beyond 4 s stores, friends Word-of-mouth, exhibitions and so on, become the main channel.

Second, consumers began to use search as the first entrance to the car. Another survey found that 60% to 70% of consumers who choose a car brand through the internet will go to Baidu for search. "Once consumers are accustomed to search before shopping, the value of search marketing will be confirmed, and Google's growth has proved that fact." "Wu Xiaoming always stressed that" do not see the small Baidu, the United States digital marketing development is China's tomorrow, and the jet lag is getting shorter. ”

In 2011, internet advertising revenue rose 22% to $31 billion trillion, a record high, according to IAB, a report on internet advertising revenue released by the US interactive advertising agency. Among them, search advertising revenue is still the largest share of Internet advertising revenue, reached 14.8 billion U.S. dollars, compared to 2010 11.7 billion U.S. dollars increased by 26.5%.

While the report notes that mobile advertising revenue is the fastest growing part of growth in terms of share growth, the U.S. mobile ad revenue in 2011 reached $1.6 billion trillion, up more than $600 million trillion in 2010. But whose pocket did these mobile ads go to? The answer is Google. At present, Google has occupied the mobile advertising market more than 60% of the proportion.

As Wu Xiaoming said, both the mobile internet and the Internet require a portal, "the phone screen is smaller, the information noise is greater, so the search engine to help you find accurate information." In the February 2012 emarketer report, "multi-channel marketing, maximizing results from multiple screens," analyst Lauren Fisher highlighted the online portal role of search engines in users ' search for brand information.

As can be seen, whether the Internet or mobile Internet, search the entrance status will not change, the value of search marketing will gradually be magnified. In contrast to the United States and the development of mobile Internet, the future of auto companies in China's search investment in the proportion of total digital marketing costs should be about 50%, not just a few percentage points now. So the car companies should be more daring to use search, occupy the new marketing commanding heights.