Search engine and interactive marketing trend outlook

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

at present, there are various indications that Chinese search engines have been hot to the point. First, the search engine is becoming more and more powerful in the same time the use is increasingly simple, it has come into the daily life of many netizens as an indispensable part; second, search engines are everywhere, and you can use the search engine anytime, anywhere if you connect to the Internet, especially in the search engine's three big crocodiles "And the" shrimp "elite have dug up several barrels of true gold and silver.

But Baidu, already sitting on the top spot in China's search engine market, thinks the business value of the market is far from obvious. In fact, Baidu's vertical search market, and Web2.0 integration and other industry recognized trends have a unique understanding, and Baidu search new business model has been very clear. To uncover more details about the issue, Eric Zhu Hongbo, Baidu's chief operating officer, was interviewed by Mr.

Zhu Hongbo in an interview.

China's search market is still the tip of the iceberg

Reporter: Before you said the search engine value is far from being excavated, then the Chinese search engine market in what kind of situation?

Zhu Hongbo: At present, the Chinese search engine market seems to have been hot to the degree, but in fact, the entire search engine industry is still in a very early stage, the market size is very small. This does not match the overall economic status of China and the development of other hot areas of the Internet.

From the Internet users and enterprises from two levels, the first is the search engine industry scale is still very small, even if not compared with the western countries, compared with Japan and Korea, we are just a fraction of their. The number of Internet users and the number of search engines is still very small. , the distribution of Internet users is still unbalanced problem, more than 70% of the Internet users are young people, and mainstream business people have fewer Internet access, the overall penetration rate is low. The second is that there are a lot of companies still do not know how to use search engines to obtain business opportunities, bidding ranking single click Cost is still very low.

In short, the search engine itself's commercial value is far from reflected, we currently see the size of the market is only the tip of the future. In this case, Baidu and search engine manufacturers face the biggest problem is to let the market mature as soon as possible, to make it bigger.

It is only a matter of time before China becomes the world's largest search engine market. Currently from the number of netizens in China is the world's second, in time I believe that China will become the largest number of Internet users in the market, China has so many netizens and enterprises, then market value and scale should be more than we can imagine the speed of development.

Not mentioning the Web2.0 concept of Community model nuggets

Reporter: At present, the industry has a variety of views on the future of Web2.0, based on Web2.0 Baidu Community mode is how to achieve?

Zhu Hongbo: We do not want to participate in the so-called "web2.0" concept of the hype,. Baidu believes that the fourth generation of search engines is characterized by community, Baidu many products meet this feature, such as we have launched the "Know", "stick", "encyclopedia", "space" and other products. Baidu believes in the development trajectory of its products. The common features of these products are the use of High-performance interactive platform, so that netizens can search the minds of people's knowledge and experience, and traditional search engine to form a complementary.

On the business model of Community products, Baidu has launched a precision advertising. At this stage, the concept of marketing communication has been from the initial pursuit of the widest spread of "advertising", to "directional communication", and then developed to "Sentinel Transmission", is more accurate marketing means. Baidu's precision advertising is based on the concept of "sentinel communication."

Accurate advertising based on the history of Internet users to analyze the integrated behavior of consumer characteristics, including what he searched for information, what kind of post, what kind of questions, and what kind of web pages visited. Through the extraction and analysis of these information, get his consumption demand. In this way, when advertisers have demand, such as Nike basketball shoes, chanel perfume, BMW car and other advertisers, they will be the corresponding Netizen samples found out.

Reporter: Can you give an example of how accurate advertising and Internet users visit the content of the Web page is what relationship?

Zhu Hongbo: Accurate advertising is completely irrelevant to the content of the Web page and is related to the history of visitors. Like a young netizen searching the NBA, in Baidu "encyclopedia" query accurate three definition, to "know" asked Chamberlain is not the United States basketball History of the highest score, to post posted Comment star posts, we based on his various historical behavior of the information comprehensive analysis that he is a sports enthusiast. Then, he will visit the college Entrance examination bar to see the Nike ads, the college entrance examination is not related to sporting goods.

Journalist: What is the difference between this precision ad and other ads?

Zhu Hongbo: First of all, traditional advertising is paid by time, and precision advertising is based on the effect of billing; second, the traditional media to provide standardized products, is now provided by the main demand for customized products; The most important thing is that traditional marketing is to spread advertising blindly to consumers, precision advertising is precisely oriented to the target audience , and there is a high level of flexibility, advertisers can choose the audience's scope of delivery.

The key of cooperation mode and traditional media win

Reporter: "Baidu space" released four months, the current operation of it? Other related products?

Zhu Hongbo: This July 13, Baidu released the "Baidu Space" products, released the day is very hot, many netizens to rob to open their own space. Recently we held a space template contest, so far we have been able to provide different styles, a variety of templates more than 6,000. Since last year on the line "Baidu know" products for one year, "know" altogether answered hundreds of kinds, more than 10 million questions. Through the "Stick", "encyclopedia", "know", in Baidu we can not only search the existing information on the Internet, but also to search for information in the minds of netizens, and to achieve full communication and individuality of the display. From information acquisition, communication to publication to form a cycle of knowledge, which in turn has stimulated netizens ' thirst for and search for more information points.

Reporter: How Baidu handles with other content website relations realizes altogether wins?

Zhu Hongbo: Content sites also have their own advantages, they have content, user groups and popularity, but there may be some sites in the business model, such as no breakthrough, it is difficult to attract advertisers attention. Baidu has China's largest advertising league-"Baidu Alliance", members include search advertising collaborators, content advertising collaborators, including the forum, literature, military, jokes, anime, music, industry sites and so on. These web sites through Baidu's business model such as bidding rankings, theme promotion, precision advertising, you can have their own user groups and traffic "to cash" that translates into income, thereby gaining considerable growth. We can have a lot of bonding with traditional media in this respect.

Do not take the vertical route to do "Universal search" platform

Journalist: Is it a trend to be vertical? How to look at the vertical industry doing a better search site?

Zhu Hongbo: We do not think that the vertical characteristics of a future trend, in fact, a search engine professional manufacturers should meet all the search needs. Do not deny that in the so-called "vertical" search, there are some good new sites at home and abroad, but from the whole market, search engine professional vendors can provide all the search services, which become a mainstream trend in the future.

Search engines have a scale effect, when a search engine can meet all the information needs of people and people used the search engine, then there is no reason to go to another narrow search engine there? While verticality can be done more focused, this is just one of the usual theoretical speculations. You can from the domestic and international Alexa and other mainstream third-party flow evaluation agencies to provide market reports to see the vertical search engine user base is not more than imagined.

Reporter: "Know", "post bar" These markets have been done, search over on it, why Baidu still have to do it?

Zhu Hongbo: "Stick" is Baidu original product, and "know" we borrowed some of the same foreign experience in the search products. There are two reasons for this. One is that Baidu can solve the needs of users better, we saw the "stick", "know" in a short period of time to become the industry's largest community; second, they have a natural connection with the traditional search engine. When users in the web search, may not find the answer, you can go to "stick" to see the relevant posts, to "know" to see the relevant answers, they may solve your problem. "Stick", know "become a good supplement to web search