The core competitiveness of precision marketing life Search

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"Precision marketing, life search is to some extent his core competitiveness here, life search and universal search is the biggest difference is this." July 26, in Poly City Salon Life search topics, love Help Network marketing director Li Xiang said.

"The same business in Alibaba Heicong left the phone number is not the same, why, because so he can very clearly know, from Alibaba Heicong to bring him the number of users." Now that the merchant is precise about the advertisement, he will evaluate the value of the advertisement by the quantity. "Li Xiang Example:" And in the urban areas of consumption, the same restaurant, Zhongguancun is a small restaurant he needs to cover the Zhongguancun this place, he only needs zhongguancun these people know understand. But a big restaurant, he needs the whole of Beijing know, all patronize, their marketing costs, means, audiences are different. Life search has regional advantages in accuracy. ”

The participating Baidu strategic cooperation Sun Ze also said: "At present the small and medium-sized Enterprise has nearly 3000多万家, buys the Baidu the bidding rank is very few customer, now also has a 20 million-30 million long tail, they can not afford Baidu's bidding rank, they need the life search to give him a specific area to carry on , lower cost and more accurate location. ”

"Another way of thinking, life search is similar to precision marketing, the potential is very large." "Sun Ze added:" There is a big piece, is the brand manufacturers also hope that through life search and local search to put ads, spend less money, do more accurate. If the life search can be more accurate crowd positioning, location and information, advertising products out, advertising vendors will be willing to accept. ”

How to achieve precision marketing

Love Network has begun a new attempt, through the record of cookies to define the user's life trajectory, the October is expected to launch a love gang called Life history products. This product is the life data analysis to record everyone's behavior.

"Life search is a very trivial thing to do with people, such as what a user wants for lunch today and what he wants for lunch tomorrow." Today is not the same as the restaurant you want to go to tomorrow. At present, we think of the life search should have some personalized things, personalized push, for users will have some personalized processing methods. Li Shang said.

Baidu is considering and China Telecom, China Netcom in the IP positioning of precision, such as the IP of a cell can be positioned, then the site to provide users with information can be completely the user's life around the collection of information, rather than a large range of Beijing, is based on its surrounding 10 km, 5 km within the information.

"In fact, from 2000 onwards, Baidu has been very concerned about the concept of precision marketing!" We will have some analysis of user behavior, can be positioned to the user, eat, drink, basic necessities, so it is easy to push some content, combined with regional IP segment pushed his surrounding and his life information closely related to " Sun Ze said: "Baidu is based on this level of products and technology are considered, but in the form of web pages or like Google and love to do a special channel out, this has not been considered." ”