When the search goes to the platform plus application

Introduction: Baidu also entered the open platform, for users, not only to search for information, but also to search for a variety of applications, and for enterprises, this will enable marketing from the provision of information, development to direct the provision of http://www.aliyun.com/zixun/aggregation/15818.html "> Application services. In short, it's simpler ...

When something should come, it will come much faster than we expected ....

Recently, Baidu has just launched a "shortcut", perhaps means that the Web Web page model of the Internet, and then fell a key domino ...

Two years ago, I was in the Marketing 2.0 development phase of the chart (see below), "Open Platform Application Marketing" as the third stage, is also the highest stage of Marketing 2.0. This is because there are already signs that Internet marketing will move towards plug-ins/apps, in other words, that marketing will not just turn from advertising to interactive communication, but marketing will also develop into services or e-commerce with direct effects.

But at that time I also think that open platform application services as a marketing model is too forward-looking, at least three years or more to become the mainstream of network development.

But the truth is, over the past two years, passes--SNS platform quickly changed the structure of the network community, the iphone platform quickly changed the mobile Internet, and now turn to Baidu launched the Open platform Plus "shortcut", which means that even the most basic form of Web-mode Web search must enter the Platform application era , this is really more than a year earlier than I expected.

SNS and the iphone we all understand, and also know whose life was lost (such as MySpace and Symbian), and "shortcut" because it is just launched, so we have to explain a few more
Baidu's "shortcut" simply, is to shorten the marketing path, in the past, users search for information, click to enter the Web page, and then complete their own needs of services; now, it is directly on the Baidu search results page, to a "box" way to show the possible needs of various services, users do not need to re-enter the Web page, Complete your needs directly on this page.

Below two small picture is in Baidu search will appear after the application service--

What do you think of these two little pictures? My reaction is: This is not advertising marketing so simple, also far more than the information display, this is E-commerce, is the service.

When such a small figure appears on the search results page, it means that the search engine has evolved from the search information to the extent to which the step provides services. Behind the search engine is an open business platform, this small box, is hanging above one can operate plug-ins.

Using a figurative metaphor, that is, the search results page will become like a driving disc in Star Trek, allowing you to operate directly, you can buy insurance on the operating plate, book hotels, pay water bills, charge money, buy clothes and so on.
Anything you can't imagine may really be what you need and will appear on this dashboard in the future, which is the power of the open platform, the power of swarm intelligence, just as I can always find incredible things on the iphone's App store.

In terms of corporate marketing, this allows many companies to focus on the competitiveness of their core services, without spending too much time doing web design and doing too much without effort.
As long as the core services outstanding enterprises, will get more orders, and not through a lot of sophisticated marketing tools to achieve.
It can even be said that the game of entertainment and utility opened a new chapter, already occupy more than 10 years of mainstream internet marketing entertainment trend will weaken, and more practical and effective "service is marketing" will be more and more strong.

This is not just a new marketing tool, the development of the Internet has proved again and again, as long as the emergence of a simpler, faster and more effective way, it will be the old pattern down, and presses new commercial chain of the birth.

I would like to think that the "shortcut" is represented by the Web page as the center of the Internet, a full potential impact, or even seriously, is weakening the value of Web pages, may be a start of their own lives.
Some people may say, not so serious, "shortcut" is just a more simple search marketing means, but Baidu in order to make more money to do a new money-making products. Yes, from the news Now, shortcuts are just a tool for corporate marketing.

But the open platform is like opening the magic bottle, releasing countless elves inside, as long as it is open, no one can think of what will happen ...
So, hope Baidu since is to do open platform, really open, really let a variety of interesting unexpected plug-ins on this platform appear, perhaps not a few years, most of the netizen needs, will appear corresponding plug-ins to solve.

So will the importance of Web pages be greatly reduced?
It's easy to think of Wired magazine's latest cover article--"web pages are dead." The Internet lives forever. "It's quite extreme that the web will now be replaced by platform applications," he said.
Yanping that the Web platform application will coexist for a long time, and the weak connection will be replaced by the more effective on Demand strong link.

I think that Baidu's "shortcut", basically can be understood as one of the on Demand, they will gradually replace any can be translated into direct completion of the requirements, these requirements will no longer through the web link to indirectly achieve, because simplicity will always replace the complex. At the same time, the web's ability to generate and aggregate information is still the strongest, and the platform application model cannot be replaced.

Finally, back to what I mentioned in my article two years ago, Marketing 2.0 is not just an escalation of marketing, but a business revolution that is what it represents, in fact, by system innovation.