YAHOO Marketing: User First, Customer Second

In November 8th, China YAHOO search and sale forum was held at Crowne Plaza Park View Wuzhou Beijing.

At the meeting, we discussed the competitive market, the search mode, the market space and the future of search operation.

After the meeting, they interviewed the vice president of Alibaba group, Zhang Yifen, vice president of China YAHOO and general manager of search business department.

Reporter: about search bidding, please talk about YAHOO's goal?

Zhang Yifen: the goal of YAHOO search in China is to achieve the three win of the masses, business users and China YAHOO. Facing the initial stage of China's development and irrational market flooding, China YAHOO has always placed the users in the first place, trying to create a user centered search mode that maximizes the interests of business customers.

Reporter: can you briefly outline the search bidding mode?

Zhang Yifen: search bidding is the last mile that helps commercial users effectively pform marketing propaganda into consumer behavior, and is a necessary part of successful marketing.

Search bidding is suitable for the marketing needs of small and medium-sized enterprises, but it is not only suitable for small and medium-sized enterprises. Large customers need this "last mile" more effectively to pform marketing investment into user purchase behavior.

For example, HSBC is now promoting a pure network bank, which is characterized by not asking bankers or building beautiful foyer, but his interest is three times that of others.

When you advertise on TV, you can't communicate with others in depth.

And for tens of thousands of people who are interested in opening accounts to the bank, search bidding can play a big role.

Reporter: as YAHOO, what competitive advantages do you have?

Zhang Yifen: YAHOO's search marketing has two advantages:

The first is the credibility of YAHOO's search engine.

Second we have good advertising ideas and products.

For YAHOO's all-around search, we have always followed the user first, customer second product design concept.

Because we believe that only when we serve good users will we be able to value our customers and customers will use omnipotent search.

For users, the standard of advertising is exactly the same as the standard we deal with content, and search engine to search it.

So users can see that commercial search results are like vertical search. When they match, we will show that when we do not match, we will not sell them.

China's YAHOO doesn't use the amount of money to make the arrangement. We mainly take the relevance of the content of the customer website and the word to do a reasonable match in the middle.

YAHOO China allows customers to get a lot of help with very little money.

You may ask, what role does online search marketing play?

In fact, traditional media can not achieve business communication with each other.

But on the Internet, through image ads, we can not only know the purpose of enterprises and products, but also interact with each other, and the way of interaction is easier to contact.

It's easy to turn interest into business behavior. That's why search engines exist.

The difference between us and other major service providers is that our ads are completely different from that of Baidu and Google.

The fairness of a search engine is the same as that of the media. You can go to the media to buy advertising, but your editor's opinion is not to be sold.

So search engines are the same. Our task for all users is to help them find the best things on the Internet that we can find.

Reporter: can you give us some figures on the future of search marketing?

Zhang Yifen: by the end of this year, the search marketing market in China is expected to grow by 96% or 98% over last year.

There are several main reasons. One is the rapid development of China's network.

Two, advertisers are investing heavily.

I think the future development is still very fast. China's growth rate is very alarming.