Sohu Marketing Reform

February 2013 issue of successful marketing

--Influence • Mobile • Large data

With the rapid development and transformation of the Internet, network media development is increasingly diverse, in the face of endless network marketing model, a pharmaceutical industry advertisers have said: "New media delivery for us is a new attempt, this process we need to explore, but in the process of exploration in the emerging new marketing model, For our traditional marketers, it is full of challenges. ”

Undoubtedly, this "exploration" and "challenge" is not only for advertisers, but also for media platforms, agents of new topics.

2012, China's Internet entered a new ecological growth period, the growth of smartphone explosion, the electric business industry double 11 sales bursting, social media breakthrough test, micro-letter brought by mobile internet new imagination ... A variety of new marketing concepts and models to make network marketing people excited.

At the same time, along with the Chinese internet market has grown up 15 years of traditional portal, but under the impact of a variety of new marketing concepts, and again stood in the starting point. Facing the new development environment, what is the advantage of portal site? Network media usher in a time of change.

At the beginning of 2013, as a representative of the portal site, Sohu took the lead in vocal, to give their views on influence, mobile, large data.

Through a series of initiatives by Sohu, we are not difficult to find, whether mobile Internet or large data, with the technology and market progress, marketing tools, tools, channels are bound to be a higher speed of development. But don't lose sight of the fact that the rapid changes are always moving forward from our current resources. For marketers, mastering the core of the problem, timely integration of resources, accurate and rapid adjustment of the strategy, and constantly maintain the influence of their own brands, is to adapt to change the immutable law.

Building large digital matrices

How can we seize today's opportunity in a fast-growing Chinese market? 2013, Sohu from influence, move, big data three aspects to build large digital matrix.

To make a metaphor, if the Internet market before 2012 is "Express", then the 2012 digital marketing has become a hop on the "Harmony number." Smartphone explosion, 11 sales in the electric industry, social media breakout test, micro-mail brings new image of mobile internet ... A variety of fresh marketing concepts and models to stimulate the rapid changes in China's Internet market, along with the Chinese Internet has grown for 15 years, the traditional portal site is also back to the starting point.

As a representative of the portal site, Sohu at the beginning of the 2013 "Sohu World Congress" on the first sound, aiming at how in the new development environment for the new marketing model to explore the path problem, Sohu co-president and chief operating officer Wang in the General Assembly to share: "Sohu proposed three key words: Portal mainstream media influence, The invasion and destruction of movement and the value of large data. ”

Where is the advantage of the network?

Sohu's answer is the influence of mainstream media.

It is not difficult to find out the particularity of the development of Chinese network media. In the United States, traditional media, especially the hundred years old, by virtue of their professionalism and brand influence, can more profoundly influence social change. And the domestic traditional media to market time less than 20 years, almost with the development of Internet media time synchronization.

But it is also the difference between Chinese and foreign media environment, also provides the historical opportunity for China's network media to enhance the brand influence. "Network media, especially the more credible portal, still carries the core value of network marketing." Wang concluded. "China is entering a time of great change, the influence of network media in all kinds of complex sounds is especially prominent, with the open and interactive public opinion environment, responsible authority credibility and the most comprehensive user coverage, the network media is becoming the most important influence platform to unite the consensus of change, influence the mainstream crowd in China and lead the times. ”

So where does this influence come from?

To Sohu, for example, at present, Sohu pc Internet monthly coverage of the crowd has reached 441 million, the monthly internet coverage of 93%. Such a large user base and the brand value represented by the traditional network media is the biggest advantage.

On the other hand, the ability to integrate is a key to the impact of the portal site. 2011, Mercedes-Benz Smart has the advantage of Sohu products-Sogou Input method to make Mercedes-Benz Smart Flash skin, and finally to about 1.48 million times of the super load to give an example. Diversified product layout like a group of large tentacles, so that the traditional portal "thriving" at the same time for advertisers to provide marketing n possible.

In the face of challenges, how can traditional network media continue to influence?

"Sohu will continue to plowing, with news products, media products affect users." Wang her interpretation with facts. In 2012, Sohu to carry out a comprehensive revision of quality, not only to further absorb the senior media to join, the advanced news concept into the newsroom, improve the quality of media content editing, but also through the establishment of emergency processing groups, as well as finance, fashion, automobiles, real estate and other vertical areas of deep, Provide more attributes information and services to meet the needs of market segments, more accurate to the user to achieve media impact, thereby effectively improve user access.

It can be seen that the phrase "content is king" is always available on the portal site. The wonderful content is always hold to live the populace, the important link that creates the lasting influence.

Squeeze the new direction of the net media

20.115 billion.

2012, 110 million? 150 million? 200 million.

2013, ...

Such a set of data depicts the fact that, in 2011, smartphone coverage was 5 million; in early 2012, industry forecasts would reach 110 million in the year, and 3 months later it would be 150 million until 2012, with data showing 200 million. The development speed of mobile interconnection is beyond people's imagination.

According to DCCI data forecasts, 2013 China's mobile phone users will reach 711 million, more than 695 million of the PC Internet users capacity. What does that mean? "Where the consumer is, we go," said the management, who buys the media. "In the face of the growing mobile user base, this means the advent of the mobile internet marketing era."

Under such a background, how should the traditional network media react?

Micro-letter in a few months will be the number of billion growth, this is the speed of the unthinkable. Faced with 10 times times the speed of the era, mobile internet market in the development of space is huge, time is pressing.

Sohu experts predict that the future mobile Internet for 10 times times the size of the market, now every day PC boot 200 million, and the future of the mobile device will be turned on every day or 2 billion, if the day before entering the market will achieve an early 10-day competitive advantage, if a day later than the competitors pay 10 times times efforts. Obviously, entering the mobile Internet is a new direction for traditional portals.

In the past year, Sohu has fully integrated the PC end and mobile phone wireless end, so that users from different terminals to obtain high-quality information, the media influence power extended to the mobile internet. In Wang's words: "We are in a rapidly changing era, Sohu to continue and expand their influence, also need to embrace change." ”

So far, Sohu around the mobile media layout of the product has accumulated hundreds of millions of users, of which Sohu news client has obtained 60 million of the installation, daily new activation user 240,000, take a new open platform model, attracted about 300 media settled in, Total subscription volume exceeded 160 million, has become China's largest mobile media platform.

Thus, as the portal Sohu, this "embrace change" courage, will eventually become data growth, return to the brand influence above.

Releasing large data energy

Multivariate product x time =? This answer can be answered with large data.

Just pregnant mother, want to buy a car of the milk Dad, longing for fashionable office workers ... Through the network behavior, each user has a self in the cloud. and Sohu, by virtue of Sohu Portal + Strategic implementation and multiple product layout, in this regard already has a greater advantage. Portal, search, browser, input method, video, games, wireless, such as a number of user aggregation platform is like a powerful engine, a steady stream of Sohu's marketing team to provide monthly at least 900 million times the data assets. All users are in the form of tag attributes in the Sohu Group Cloud database. On the basis of these labels, Sohu can provide advertisers with better marketing services, optimize budget allocation and achieve precision marketing.

The General Assembly, Sohu and you share such a case: Two months ago, Sohu launched a mother and child category of customers. At first people think it should be in the position of Sohu's mother and child channel and female channel, but by using data analysis found that such users actually in Sohu's military channel. Finally Sohu according to the data display way, in the military channel carries on the launch, the result its effect is 46 times times better than on other channels.

This is the power of big data. But it also shows that the cognitive style of the past media needs to be validated, and try to cooperate more widely.

Summarize Sohu proposed three key words, influence, move, big data. In another perspective, it may be understood as brand depth, coverage breadth and marketing efforts. Combined with the current market background, we can find that whether the mobile Internet or large data, with the technology and market progress, marketing tools, tools, channels are bound to be a higher speed of development. But don't lose sight of the fact that the rapid changes are always moving forward from our current resources.

If the digital marketing transformation compared to a dash forward train, it will be faster and faster, but in the marketing people, grasp the core of the problem, timely integration of resources, accurate and rapid adjustment strategy, and constantly maintain their brand influence, will be adapted to change the immutable law.

Make the portal more influential

For the portal site, although the advent of the era of great change has brought a variety of new marketing methods, prompting the portal site to carry out marketing changes, but there is one thing can not change, that is the authority of the mainstream media and based on the quality of the product content.

What did you think about the Internet media in 2012?

Weibo? Wechat? Although more and more netizens get information through these new SNS applications, with a lot of time to soak in it, however, from the network media properties, as a more credible portal site, is still a consensus, the impact of the mainstream of the most important platform, it still carries the core value of network marketing.

So, in the face of the complex internet marketing, how to better reflect the portal site marketing value? "Our way of ZTE is to use pure media influence to change the pattern of competition." "As one of the four major portal Sohu, to use content to speak."

For the portal site, content is the foundation.

"As a marketing method of quality content manufacturing, it can provide more positive energy input to the brand and generate more social influence." "Sohu Advertising marketing vice President Cuilili that media influence can be explained from two aspects: that is, the value of media and consumer media.

To shape the volume of sound with value

The so-called value media, refers to news channels, financial channels, cultural channels, etc. as the representative, through the help of advertisers to create a quality topic for marketing, to help brand better establish image, improve marketing sound volume. And this for the pilot domestic feather clothing industry, one of the brand Bo, for its deepening brand reputation provides an opportunity.

As a well-known brand in China down jacket, in the eyes of consumers, Bo secretary seems to have become a synonym for down jacket. To better promote brand development, beginning in 2012, Bo secretary to strive for innovation, bold strategic change, in creating brand fashion, enhance consumer experience and brand communication model for a comprehensive innovation, more attention to young consumer groups of cultivation. Bo Secretary of Brand management manager Xu Yanbong told success Marketing: "The current digital marketing and network interaction is a trend, we hope to rely on the network, and consumers to establish a more benign interaction and communication, the way of transmission from the traditional trend of diversification and modernization." ”

In this event, Bo Secretary selected Sohu as a partner, with the help of Sohu huge user base, relying on platform content advantages, in Sohu home hard wide display, to seize the first screen core position, a strong push Bo Secretary Deng "two festival Carnival" activities to enhance the brand exposure, fully stimulate the eyes of netizens, Increase the target audience's awareness and memory of the brand activities, at the same time, the active Web page into the hard wide, so that users can directly interact with the activities, to mobilize the enthusiasm of netizens to participate.

The activities of the integrated brand online activities, through the traditional media and new media resources for a full range of brand promotion and dissemination. In addition, it also through with Sohu News quality column "Click Today" to cooperate, accurate locking high-end user groups, with the help of Sohu news influence, enhance the quality of brand demand, effectively enhance brand height, optimize brand image.

In this event, Sohu Media platform for the Bo to create more than 400 million exposure, has been 1.88 million times user clicks, activities in the on-line one week time, has received 900,000 people attention and participation. In the Sohu platform, Bo Secretary also through the use of Sohu matrix mode, to achieve marketing multidimensional expansion, effectively enhance the brand and consumer contact opportunities, thus more effective to the target group to convey brand ideas and product information, to achieve the maximum marketing voice.

The brand experience brought by consumers

With the continuous deepening of internet surfing habits, for the portal site, it not only needs to provide a huge amount of news information resources, but also to meet their increasingly rich entertainment and consumer demand. The consumer media, represented by fashionable men and women, can bring a richer extension when combined with brand.

What is this extension? Not only is the portal site to provide a huge crowd coverage of the brand, but also a deep-seated brand experience-type propaganda.

"Although the wine is good, but do not drink yo", this sentence for users is not unfamiliar, but many people do not understand the company's health brand concept passed. Jin Licensing Company was founded in 1953, is a professional health food enterprises, its Chinese Jin liquor sales volume of 700 million bottles, single product sales in the wine industry ranked top. In order to further enhance the brand influence and reputation, Jin licensing company and Sohu Portal Tourism channel cooperation, the launch of "follow the wine to travel" activities. The aim of the company is to invite consumers to experience in the field, to show the spirit of wine in the original wine, medicinal herbs and the quality of the process adhere to, as well as the company's relentless pursuit of health.

With the continuous improvement of people's living standards, tourism has become one of the most fashionable way of consumption, the activity relies on Sohu Portal mass user groups and media influence, with the help of Sohu tourism channel Precision marketing positioning for advertising, the direct transmission of information to the love of travel target consumers, effectively attracted attention, Let the wine more show in the eyes of the target consumers, the concept of activities directly to the consumer heart.

At the same time as the brand's hard and wide publicity, Sohu also helps the brand to embed the activity information into the Tour channel "11 Golden Week" Each big topic, the Multi-angle influence target crowd, enhances the brand and the consumer on-line interaction opportunity, thus effectively establishes the brand image, enhances the brand reputation; at the same time through the network virtual experience settings, Realize the combination of line and line of activity promotion, and further spread the brand's continuous progress and innovation in quality.

In addition, Sohu media with its rich and lively value embodiment, gathered a group of young people, such as the younger consumer groups, and this will inject more fresh consumer brands, and portals mainstream media status, but also for the brand to provide a large number of data collection, so that the brand can target these groups, more active marketing activities.

"Brand said"

Content, brand growth marketing support

Jin Licensing Co., Ltd.

With the development of network media, brand marketing has changed from simple advertisement to interactive experience, and brand digital marketing needs to grasp the law of network media propagation in order to shorten the distance between the brand and consumers.

For the Jin licensing company, inviting consumers to the company to visit the experience, is its long-standing marketing philosophy. Through the experience marketing form, establishes the brand and the user one-to-one communication form, collects more consumer's voice, creates the Jin liquor brand the affinity and the transparency. Therefore, to better communicate with consumers in depth, we need better communication content to carry.

Sohu Portal has always adhered to the content level of innovation, it in the content selection and news reporting has formed a certain characteristics. With its many years of internet development, Sohu has a group of stable audiences, it is like a vast network of Oasis in the world, can help brand better display in front of consumers, effectively enhance the brand's visibility.

For Sohu Portal, it has a wealth of knowledge and news information, for the brand to shape a good media environment, to improve the brand's own reputation, at the same time in the new media has a certain authority, but also for the growth of the brand to provide strong support.

The chemical reaction between brand and Sohu

Xu Yanbong manager of Brand management

In the current communication environment, the Internet has a younger population, a more effective interactive experience, more rapid brand coverage and more accurate communication to reach, can be effective with the traditional media to form complementary.

For traditional brands, after years of strong brand communication, has a certain brand awareness. However, with the increase of consumer demand, the communication between the brand and consumers becomes a new appeal. Therefore, the traditional brand in the face of a new digital marketing, should not simply apply the traditional mode of transmission, nor is it simple to copy some classic cases, we must find suitable brand characteristics and demands of the strategy and model. Especially for the apparel industry, the traditional main consumer groups are mostly online to realize the experience and purchase, and digital marketing needs to be able to get through the line under the barriers to help the brand all-round interaction with consumers.

For Borden, Sohu as one of China's largest portals, with "large platform, large content, large data" characteristics, Sohu has a strong user base and attention, news, fashion and other sections can provide a good brand entry point, the two joint can produce brand chemical reaction, This will be the brand of Bo and consumers to form interaction and links, effectively enhance the brand image, enhance reputation and awareness.

Move, extend the tentacles

With the increasing value of mobile Internet media, Sohu is also constantly in the mobile marketing product innovation research and development, to bring more marketing opportunities for the brand, to ensure that Sohu media influence in the mobile internet era continue to upgrade.

What do you see around the crowd when you're on the subway and on your journey? Most people are concentrating on their mobile phones, their ipad screens, and their mobile interconnections.

With the rise and rapid development of mobile Internet, mobility has become the mainstream of internet development. If the 2010 is the first year of China Mobile internet, then 2012, it is a full entry into the mobile internet era, has a symbolic significance of the years.

According to CNNIC's 30th Internet report, the number of Chinese mobile users reached 388 million by June 2012, and with the rapid growth of smartphones and mobile technology, the data will grow more rapidly in 2013, and the use of mobile phones and tablets would eventually surpass those of traditional PCs.

With the advent of the mobile internet era, orientation and change is imperative, Sohu want to continue and expand their influence, but also in the army of change, active in the mobile Internet marketing new exploration.

Mobile Array

In fact, Sohu in the mobile Internet layout since 2005 has begun, but, due to the development of environment, technology constraints, mobile phone Sohu experienced a long 1.0 times. With the 2010 smartphone equipment quickly received consumer recognition, mobile phone Sohu touch screen version of homeopathy, to provide users with touch screen experience. Just in the past 2012, based on the HTML5 technology of the mobile phone Sohu concept version is also officially launched to give users more cool visual experience.

On Apple's 2012 app list, the Sohu News client is the only news-class app in the list. For users, whether the PC or mobile end, the information is daily necessities, for the emphasis on the media influence Sohu, has been insisting on the most comprehensive news content, thematic planning, quickly passed to the user. In order to better maintain the Sohu content advantage, Sohu News client adopts the open platform mode, rapidly expands the user group, transmits the news quickly to the more mobile media user.

During the move extension process, Sohu will integrate its advantages in PC, transfer to mobile marketing, play Sohu Portal in News, finance, fashion, entertainment and other areas of user attraction, gradually occupy the mobile market, at the same time, through Sohu Video, Sogou Input method has the advantage of the platform, further mobile coverage of users, Only the phone sogou pinyin input method, to 72.8% of the ratio into the largest mobile phone input.

Dual-screen brand service

With Sohu in the mobile area of the strategic layout of the continuous promotion, it has formed a certain degree of marketing, from the Sohu News client, now has 60 million installed capacity, can be described as the largest mobile media platform, the formation of massive user coverage, at the same time, combined with the Sohu portal to the mainstream user groups, Provide more marketing opportunities for the brand.

As the mobile phone becomes more consumer, it has become a very powerful consumer electronics for young people nowadays. Based on this feature, Lenovo S890 mobile phone in the shape and internal GUI are used to design the elements of Aurora, and the Aurora Blue, fresh white, tourmaline green three color matching to attract consumer attention, At the same time equipped with Lenovo Super Camera 2.0, it will lomo and many other photo effects in the mobile phone camera, so that consumers do not download the app, simple operation can take out the desired art and personality, and can immediately upload social network, share to their friends. The phone is Lenovo as "NET GEN", that is, with the internet grew up with the 80, 901 generations of the build, on this basis Lenovo launched a "love to be in tune" Network interactive activities to do with the young people to do in-depth emotional communication.

Therefore, in the media selection process, Lenovo valued the "teenager said" platform, this is designed for 80, the youth to create a show field, with the brand target audience reached a highly matched, and with the 2012 "Up!" Juvenile "success, for the young said platform gathered a large number of young consumer groups, with a certain media influence, at the same time, relying on Sohu" portal + mobile "advantage, to carry out dual-screen marketing, effectively help the brand to target audiences to cover the impact of enhancing promotional activities. At the same time, with the help of Sohu cloud picture app for the young to open the interactive Youth Show field role, with its image marketing advantages, effectively mobilize users and product communication.

Unchanged is the content

For Sohu, whether the PC end or mobile end, content is its advantage resources, and this is Lenovo to choose the key to Sohu.

The origin of the so-called "love to be in tune" activity is a story.

A couple, they are the hundred Le Silk and Lei Mun, a pair of love travel young lovers, love to dress up, love to take pictures, in the past few years they each to a place, will be photographed a hand show sweet, to record the love of the drip. The couple's photo-show Love way, to Lenovo inspiration: it will be in tune.

Lenovo and Sohu Youth said cooperation, combined with young people around the world to develop the characteristics of the content, the theme of the design, advocating users like this couple, show their own vitality and fashion, with the Beat with the biography, with mobile phone records of each other's happiness, direct closer to the brand and user distance. Second, it also with the help of Sohu Cloud Image app Innovation Interactive Way, will participate in the picture of the user in the waterfall flow form, effectively stimulating the users ' eyeballs, prompting them to participate in it, at the same time, it through inviting netizens to vote, and continuously dispatch their curiosity and attention to activities, also through the Lenovo S890 Nordic Aurora Tour "Grand Prize set, arouse the Netizen PK psychology, let more netizen to love, clap out." At the same time, through the Sohu Weibo, Sina Weibo and so on to share through, to achieve full media sharing, expand the scope of activities, effectively improve product visibility.

In this activity, Sohu teenager said by let activity and channel advertising bit linkage, as well as the official website link set up, let the netizen participate in the activity process, arouse them curious click, establish product and Netizen direct deep communication. Lenovo through the use of Sohu PC-side and mobile phone-side business model of marketing, the entire event received more than 170,000 participants, the number of uploaded works reached more than 370,000 photos.

Link】

Sohu News Client Sohu News client is a product of Sohu for smartphone users tailored "subscription platform + Real-time News" reading applications, personalized reading for the User Service news client. It by the quality of media resources into a suitable for the reading between the same newspaper, through timed push, so that smartphone users anytime, anywhere "Sohu news first known."

"Brand said"

Marketing needs to win content

Wangyun Lenovo Group Brand Communication Department Strategic Project senior Director

For internet marketing, the best time to capture consumers is within 15 seconds, which requires that brand marketing should have sufficient attractiveness and creativity, and as consumers change their consumption habits, they want to get a better quality of the content experience.

As Sohu, which has been in the development of Internet for 15 years, it insists on its content development. With its foray into the mobile internet field, facing the advantage of the user group from Sina Weibo, the micro-letter has private characteristics to attract users, Sohu insists on its own content advantage, and extends this feature directly into its mobile strategy.

In this "love to be in tune" event, Lenovo through the content angle with the Sohu teenager said the channel cooperates, and relies on the Sohu Cloud Chart app creativity picture Display, from the visual to the Netizen formation stimulation, inspires them to realize, tells out own story and the viewpoint, displays own vigor, the effective promotion activity and the Netizen carries on the interaction.

Large data value drift

Facing the challenge of large data, the implementation and layout of Sohu's gateway strategy has become a unique advantage.

The best way to predict the future is to create it. ”

This is the "digital transmission of The Godfather" Negroponte in the book "Digital Survival," the assertion, and this "predict the future" of the best path, not large data.

The arrival of large data era, based on the huge user data accumulation, integration, analysis and development, create a new product, operation, marketing model, has become the focus of the development of various internet companies at home and abroad, with data, it means that have a market.

The big data, which was presented in 2012, is a revolution in information, though not a new word. In this environment, it is pregnant with marketing changes, which requires the data cloud to the marketing cloud to change, the future marketing must be based on the real-time data flow perception of marketing.

In this data vortex, Sohu is also making data changes.

With data-driven marketing increasingly important, from the site data to find the trend of consumer interest, to develop new products to meet these needs, and then achieve more targeted marketing and creative embodiment, these need more massive data mining to support. As one of the four major domestic portal Sohu, has a large number of users and data, so want to better grasp and create the future, Sohu needs to enhance its data mining and analysis of the ability to use.

Data collection Expands dimension

Faced with the challenges of large data, Sohu to "portal +" strategic response. By making a multidimensional product layout, Sohu has a huge asset embodiment, from the portal to search, browser and input method, and with the development of the Internet, Sohu Video, online games to promote and extend, as well as through the Sohu News client, Sogou mobile phone Input method and other products occupy the wireless domain, and constantly enrich the media to the user coverage form, To provide more diversified data for the brand, so as to help the brand better communicate with consumers, to find a more appropriate marketing point of entry, effectively enhance the ROI of brand marketing.

In 2012, for example, F1, the Nissan high-end brand, hopes to gain a place in China's luxury cars, as one of the world's top competitions is launched at the World Series Formula Championships. For many enterprises, the use of large events for product marketing is already a familiar marketing method, but how to find the event itself with the brand of high degree of fit, to find the appropriate communication platform and the formulation of effective marketing planning?

This requires massive data support.

It is not easy for an Infiniti target audience of high-end fashion people who aspire to taste life to impress them. In order to effectively establish emotional communication with this group, Sohu adopts portal + industry vertical Marketing system. In the media, the use of Sohu's own 15 portal advantage, focusing on automotive, news, financial channel crowd, effective coverage of brand target crowd; Secondly, with the help of Sohu F1 exclusive network rights, combined with Infiniti for Red Bull team sponsorship rights and interests, with the help of event hotspots, Through the annual continuous exposure and offline collection organization of the Joint Spectator group, to attract interested people in the tournament, further mining user data.

On the basis of coverage of the target population, Sohu through the combination of Beijing Auto Show further brand communication, the use of Sohu 210 million total traffic auto Show project, to provide users with the opportunity to participate in activities to capture the real user information, the Infiniti activity exposure pushed to high. At the same time, in video, through the selection of Sohu Video exclusive American drama resources, the use of video material transmission of perceptual needs, through data analysis for accurate delivery, and further communication with the target population; Finally, with the help of Sohu Community, automobile Community SAA and Sohu National local station for directional transmission, to achieve marketing landing Get more granular potential user data to find real car buyers.

Data Label Refinement Analysis

"The data cloud Marketing can realize the brand advertisement main effect marketing demand." Sohu Advertising marketing vice President Cuilili that the Infiniti case with the influence of Sohu media, brand reputation marketing, to achieve the phased sales target, is a data funnel marketing methods. It through the data above the open source, from the Sohu Automotive, news, finance, fashion and other high-end brands to carry out a mass set of marketing, after the data cloud for the consumer labeling form, in the sales funnel for precision analysis of data, so as to find the right products to buy consumers.

In the big data age, the real users, their behavior on the internet has been labeled with various data labels. With the advent of the comprehensive information age, the market is continuously subdivided, the media is also becoming more complex, in the process of Internet system integration, the environment, media, interaction, consumer changes will be reflected in the form of data, advertising is no longer point to point, but a precise user, which needs to be developed through large data technology, Continuous segmentation of user behavior, the user implementation of the data.

At the same time as user data, data is being manifested as a person. To Sohu, by the user in Sohu a series of behavior tag classification, through the Sohu data-side technology team to analyze these tags, for advertisers to expand more new marketing resources.

John Vonnamec, a famous American market scholar, once said, "I know half of the advertising costs are wasted, but I don't know which half." "The advent of Big data marketing, the problem seems to have been resolved." With the improvement of data processing capability, the digital media marketing will be more personalized and more personalized by the deep excavation of the characteristics of netizens.

Taking Sohu as an example, with the continuous expansion of Sohu product chain subdivision, advertisers can through the expected data analysis, and then decide whether to meet product marketing needs. For example, as mentioned above, the example of mother and infant customers, in the traditional marketing process, its corresponding delivery channel may be the mother or child Sohu or female channel, but with the analysis of large data, it may be found that the brand's target users are actually in the Sohu Military channel, and this is not impossible.

When it comes to the future development direction of Sohu's big data, Sohu joint president and chief operating officer Wang said that the strain and change, based on large data technology and platform development, and Sohu will provide more in-depth data mining brand, further access to user potential, to help the brand faster, more convenient to find matching consumer groups, To achieve effective and accurate delivery.