Expert Analysis: Precision Marketing And Community Marketing Are The Mainstream.

Reporter: Hello, chief Li!

I am glad you have interviewed us.

There has been no shortage of new topics and arguments in the Internet. "Community marketing" is a topic that many people are paying close attention to recently.

Has the community become the mainstream of the Internet?

Li Feng: community marketing will gradually enter the line of vision of Internet marketing.

There is a noun called de centralization, that is, less and less authority and center in the Internet field can speak and dominate, representing the overwhelming majority of public opinion will become an irreversible mainstream consciousness.

In the Internet era, consumers have more say, enjoy the information that is never symmetrical and equal rights, people become more and more powerful, consumers are more willing to believe other consumers' voices, rather than so-called authority.

Under such circumstances, the community formed on the Internet has more and more influence on netizens.

Baidu has already carried out the practice when people are discussing this way as a new mode.

In 2006, Baidu released the exclusive distribution of 6515 mobile phones through the post bar and the community marketing co operated with HP. It gave HP an excellent result in the sales promotion of 30% in the two months after the promotion period. The advertiser was very satisfied. The community marketing cooperation with logo 206 greatly improved the reputation of this economic car.

After that, with this pattern being recognized by more and more advertisers, Baidu knows and stick to the activities of the bar has been very limited period, really for advertisers and consumers to establish a benign communication bridge.

The mainstream of Internet marketing will be the precise marketing and community marketing, which are characterized by deeper interaction. Instead of simply changing the mode of traditional media, it will not change the traditional media mode. It should not be regarded as the real Internet media.

It is noteworthy that when people get tired of the Internet user experience is greatly disturbed, when the portal moves the picture in picture advertisement in the middle of the content results page to the right side of the website, the media starts to think about what the next advertiser will attract eyeballs.

I think deep data mining based on user behavior segmentation will bring a glimmer of dawn to Internet marketing, which should also be its advantage and charm.

Reporter: some people say that many communities call "good or bad". "The new revolution of network marketing" is actually the "community" that can not be borne. What is your understanding?

Li Feng: it is not absolute that we can afford it. It depends on the stickiness of the community, the quality of the audience, and the content of talking and caring.

The audience has the most say.

If the audience is large, the quality is good, and the topic relevance is high, such a community may not be able to undertake the task of marketing the network marketing, but it is really one of the trends of advertisers' increasing demand.

Reporter: the revenue mode of portals is to create product advertisements. When the search engine revolution is created, a more precise mode of click charging is created. What is the marketing tool of the "community age" revolution?

Li Feng: when the search engine changed, only word ads appeared, and there appeared advertisements showing the class. The brand and product advertisements appeared in the direction.

In this mode, search engines may not only have click charging mode, but also have accurate display of charging mode.

The formulation of the "community age" is not very comprehensive, but the sharp weapon of Internet marketing is the deep data mining that users and behaviors pursue continuously.

Only in this way, can we generate advertisements that interfere with users' behaviors and interests instead of forcing them to interfere with user experience.

Reporter: according to the latest data of AI, the monthly total visits of China's main network community users showed an increasing trend in October 2006 -2007 March. Especially the growth trend of Baidu community is the most obvious. The number of monthly visits has maintained rapid growth since November 2006. As of March 2007, the total number of monthly visits of Baidu community has been close to 280 million times, ranking the first among all community websites.

How does Baidu tap the commercial value of the community?

Li Feng: the community of Baidu is the post bar, which is a community established by the netizens on the basis of key words.

There are 6000 new additions per day in Baidu, and the total monthly visits are much higher than the above figures.

Taking the keyword as a unit, Baidu's community is wide and easy to aggregate.

For example, there are five types of sports. There are 479 types of topics, and the list of posts. Netizens can freely enter their favorite bars and communicate with like-minded people.

At the same time, we can find the current trend through the list, such as the official cooperation community as a happy male voice. During this period, the flow rate of fast men increased rapidly and entered the list. As the only couplet website of CCTV Spring Festival Gala in 2007, the popularity of the Spring Festival evening Gala increased sharply during the Spring Festival, which represented the trend of attention of netizens.

Look at the number of posts, for example, which is the best way to see super girl and fast male. Look at his / her post posting volume, you know, for example, the total post volume of Li Yuchun bar has 32 million 690 thousand posts, more than all previous players.

Many TV stations now evaluate their hosts by referring to the posts posted on his Baidu post bar.

Baidu's community also has important products such as knowledge, space and so on.

Through Baidu keyword search and the natural connection between these communities, Baidu can help advertisers improve the whole process of customer purchase experience.

For example, when a consumer wants to buy a new mobile phone, he first finds the introduction and price of the mobile phone through keyword search, sees the appearance of the mobile phone through the image search, and then gets to the relevant post bar to understand the user reputation of the mobile phone. The final question can also be solved through Baidu, and then the purchase begins, and the good experience after purchase is reflected in Baidu post bar, allowing more people to share, forming a closed loop that influences and improves customer experience, and becomes the whole housekeeper of the advertiser's customer experience.

Reporter: data show that the current Internet community has become a new hot spot in the development of China's Internet economy. The spring breeze of Web2.0 has made all kinds of community websites springing up like mushrooms. How do you think a community can better converge target groups, achieve network segmentation and achieve accurate marketing?

Li Feng: there are three prerequisites for mass distribution and precision marketing: coverage, semantic analysis and user behavior database.

The first premise is to gather target groups and have enough samples.

If your community is covered by the whole country, there will be only a few thousand poor people or even thousands of people. Then you won't have to bother to divide again.

When Internet concept experts and naming experts find the new term of Web2.0, Baidu post bar has been in operation for more than two years, and has accumulated a large number of users and users. This is also one of the main reasons that Baidu's community can achieve excellent results today.

At the same time, countless Web2.0 websites began to emerge. Of course, most people here have a major purpose in addition to catching up with the trend.

The late start and the lack of purpose not only did not bring them a suitable entry time, but also did not bring continuous progress in the late stage.

Baidu community has natural search related advantages and audience coverage advantages. Its unique advantages bring endless themes and posting to Baidu community, so that Baidu successfully achieves the first step of precision marketing -- converging large sample size.

The second premise is the ability of semantic analysis, which is used to identify user characteristics.

That is, when a netizen has read a web page and you have tracked it, you must be able to define the page with one or more keywords, and then rank the user's characteristics, then add the characteristic keywords of other pages he has read, and make the person a collection of different weight characteristics, so that you can record and track.

Semantic analysis technology is one of the core technologies of search. Through this technology, Baidu can subdivide users' characteristics.

The third premise is that everyone knows that precision marketing must have a database, that is, a database of historical behavior of netizens.

Baidu has accumulated the largest database based on user historical behavior through 7 years of search demand response and the largest Chinese netizens coverage today. Of course, it keeps track of names.

The premise of these three data mining is satisfied, and the biggest demand of the advertiser's segmentation market is also satisfied.

No matter in today's era, it is popular to call the crowd. Tomorrow's popular community and acquired debris are the main means for advertisers to constantly segment the market and communicate with users in depth, and the most fundamental foundation of all these is data mining and constantly updating data.