Search boosts US president's victory heralds new marketing era

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At the beginning of November 2008, Obama, who lacked political experience and African descent, finally "defeated" his powerful rival, John McCain, as the first black president in American history. At this point, he was just 47 years old.

In fact, Obama was the first president in American history to rely on the "Internet": In the 2008 U.S. presidential election, Obama wisely chose the internet search engine as his campaign weapon, not only raised a huge campaign funding, but also gathered a large crowd of supporters, has defeated Hillary Clinton, McCain, the two most qualified politicians in the United States, has finally landed on the presidency.

"The U.S. presidential election, in fact, is a top marketing war, this time Obama's election, no doubt herald a new search engine Network marketing era." "In the eyes of many senior analysts, Mr Obama's success has given the world all the benefits of a" weak "SME like the original Obama: the Internet and search engines will be their best marketing tool for" small broad ", out of the economic cold and brilliant.

Search Engine Achievement Obama

From a man who has no political background, no consortium support, no insignificant people, high popularity and the world's brightest political arena, Mr Obama's success owes much to the Internet, the brand marketing platform he chooses.

During the campaign, Obama paid particular attention to the value of new online marketing tools such as search engines, online video, blogs, and foreign media reports that Obama spent 50% of all internet political ads in the U.S. this year, far exceeding the total of the other candidates. In the internet marketing costs, 82% of the money is put into the search engine, only Google, Yahoo and Facebook and other sites, Obama has invested nearly 8 million U.S. dollars in advertising.

"I command you, 4 months time, spend this 3 million dollars, all use to search engine." ' All ' means a penny left! Clearly, Obama knows the truth: search engines Decide who you are, and who you are is a big part of who the future president of the United States is.

In return, as of October 15, 2008, Obama raised 640 million dollars in election expenses, 87% of which were collected through the Internet.

Interestingly, even China's search engine, Baidu, which owns the world's largest user base, has also pushed the black guy on "Baidu home page" as his president-elect.

From American election to corporate marketing

"The presidential election in the United States is actually one of the most exciting marketing activities in the world." In less than two years, the candidate usually completes the competition from obscurity to victory over fame, experience and status, allowing more voters to recognize you-from a marketing perspective, that is, to make consumers agree with you and like you. Baidu CEO Robin Li once said so.

There are many who share the same views with Robin Li.

"This is a perfect case for search marketing," said Feng Yingjian, an online marketing expert who has been watching the U.S. election process as Obama as the new President of the United States. In his view, the use of the Internet and search engines is the biggest weapon for Obama to eliminate a strong competitor like Hillary Clinton and McCain.

In the opinion of many marketing experts, the U.S. presidential election, in fact, is a wonderful and fierce marketing battle, "target group" is all American voters, which is similar to corporate marketing. And this Obama through the Internet search engine campaign success experience, is worthy of many small and medium-sized enterprises to learn from the classic case.

Experts point out that the biggest problem Obama faces during the campaign is how to "small broad", and for the current number of small and medium-sized enterprises, precisely is also trapped in this dilemma-how to not high visibility, fierce competition, limited budget resources, the maximum coverage to the target customer base, At the same time can be accurate and effective control of the promotion effect?

Search engine dominates new marketing era

"The power that the search engine has shown in American political marketing is a harbinger of a new marketing era," he said. "Successful search engine marketing and" superior "Obama, by the industry known as the" Network Age marketing master. In the eyes of marketing experts, Obama's victory, but also opened a new era of marketing-search engine marketing era.

In fact, the same trend is taking place in the area of corporate marketing. According to a survey previously conducted by Icrossing, U.S. companies will spend 315% of 2007 on search-engine marketing by 2012. It is not difficult to see, search engine marketing can improve the efficiency of corporate brand promotion in foreign mature market to be validated, and in China, Baidu as the representative of the "Search engine change Enterprise marketing Model" argument has already been recognized and validated the market--Currently, covering 90% Baidu, the Chinese Internet user, has become the most favored marketing platform for Chinese companies, and according to its earnings in the third quarter of 2008, Baidu's revenues grew 91% per cent year-on-year, about 920 million yuan.

Experts pointed out that, under the impact of the global financial turmoil, search engines are almost as many small and medium-sized enterprises "winter" lifeline. In the opinion of marketing expert Feng Yingjian, the economic slowdown will drive the growth of the search marketing market. Because of the bad economic environment, the beginning of the cash-strapped enterprises began to find more effective marketing methods, compared with the old annual "Yellow Pages" business-to-business model, pay by effect, more coverage, more accurate, controllable search engines, more suitable for the promotion of small and medium-sized enterprises. As the financial crisis to the global spread, and its impact on the real economy further deepen, search engine marketing to other promotional methods of "run" will be more serious.

Obviously, for the enterprise, how to learn from the search engine marketing to Obama, grasp the essence of the new marketing era, will become a long time in the future the first task.

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