Search engine in mobile phone how to play not turn?

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Without understanding Google's history, it is impossible to understand the history of Internet evolution. Similarly, do not understand Baidu, also do not understand the essence of Chinese Internet operation. Of course, including Yahoo, Bing and other search engines. In short, since the search engine, the Internet content has exploded, but also let people see the internet huge wealth and entrepreneurial opportunities, inspired many entrepreneurs into the Internet field. Rely on the search engine, grew up the first group of real financial resources, strength, charm of the internet companies.

But that was the culmination of a glorious past.

Now, in the field of mobile Internet, only rely on search engines, it is difficult to open the territory of Xinjiang. Whether Baidu or Google, has been the illusion of mobile search, they think can replicate the success. But soon they came to their senses. Google, with its fastest response and reliance on technology and financial resources, quickly catered to the trend as Facebook emerged, abandoning its established strategy of relying on search engines to occupy the mobile internet. Baidu reacted slightly slowly, a year ago, Li Yanhongcai emphasis on the wolf, and Spike has not been the search engine, but a series of integration and financial performance, such as for 91, glutinous Rice acquisition, Baidu Assistant, browser, Android Market on the line, the legendary data is 13 mobile applications and the number of billions of users.

So, how did the search engine giants have an epiphany? Insight search engine in mobile phone must not play?

The surface reason that search engine does not turn on mobile phone: big screen vs small screen

computer screen larger, able to present a large number of information, which can bring more ads to the search engine, but the small screen, showing less information, although Baidu Mobile search engine for the information presented by simplifying, but still experience poor. In addition, the computer keyboard operation, more suitable for information typing. And the mobile phone gesture operation, in small screen input information more difficult. In other words, the hardware is very different and the input habits of the mobile phone, blocking the search engine in the mobile internet survival.

The middle reason that search engine does not turn in mobile phone: Single Entrance vs multiple Entrance

Whether it is the portal site war, or browser war, or Input Method war, desktop software War, security antivirus war, is repeatedly mentioned is "to seize the computer internet access." However, the smoke in the past, today's computer Internet access, or search engine a single big (at least occupy a heavyweight status), the Internet as long as the information is still a great proportion of information, then the screening is essential, we will rely on search engines. But in mobile internet, information is no longer the main part of mobile Internet, the provision of life service convenience is the biggest function of mobile internet, plus the mobile operating system is different from one end of the computer, so the user's entrance is diversified. The diversity of portals makes users less dependent on search engines. Not only Baidu understand this truth, so Baidu search engine in the mobile phone to play, instead of more than a variety of application development and acquisition, Google also understand this truth, basically has played down the search engine in the mobile port simple replication.

The deep reason why search engine can't play in mobile phone: funnel-type marketing vs ripple-marketing

Search engines are typically funnel-style marketing, that is, advertisers through the search results in the priority rankings, resulting in keyword search users attention, after clicking on the site to enter the user's interest in the product, and then in the detailed understanding of products and services, the desire to own the product, and remember the product, online or offline purchase. Through layers of depth, advertisers end up trading with consumers. But in mobile internet, consumer buying behavior is done by a series of ripple diffraction. Consumers see product information in a mobile app, then in another application, found that friends are also in use, may also take the initiative to download the Enterprise app, from different sources of information are spread to the distant, wave ups and downs of the superposition, resulting in greater marketing results, right now coincides with consumer demand, that is, complete the purchase behavior. The two modes of marketing are shown in the following illustration.

In my opinion, the different marketing mode of computer Internet and mobile Internet is the deep reason that makes search engine difficult to play in mobile internet.

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