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Search Marketing = Future Marketing

2008/8/11 15:36:00 41772

After several years of development in China, Search Engine Marketing has been paid more attention by more advertisers.

What can not be ignored is that although more than 200 thousand advertisers in China are actively involved in search marketing, the impact of search marketing is still very weak compared with the base of more than 4000 000 enterprises in China.

However, from the development trend of paid search advertisements in North America, nearly half of the Internet advertising costs will be put into search marketing by 2010, and famous brands will increasingly rely on search engines to marketing the new world.

In the future, the search engine will develop into everything and spirit that can be searched for anything that can be digitally represented. Everything can be searched, search will be everywhere, search marketing is the same as future marketing, and real-time management optimization technology, which serves keyword placement, will make sales and marketing possible at any time.

In addition, cross language and cross cultural search engines provide the advertisers with the best platform for global brand communication.

　　你的廣告受眾在聆聽(tīng)嗎？

Judging from the current development of traditional media and new media, although the situation of multi media coexistence, the influence of new media, especially the Internet media, is increasingly strong.

Compared with traditional media, the Internet media has become the first contact media for people's working hours to some extent, while traditional media such as television, newspapers, magazines occupy the first contact with media position in leisure time, but this is also changing quietly.

Taking the near Olympic Games as an example, according to the online survey conducted by Ai Rui consulting on 58 websites, television, Internet media and newspapers will be the main way for users to obtain Olympic information in 2008. However, 46.1% of the audience said that Internet media will become the most important way to get Olympic information, and only 34.5% of netizens choose TV media as the main way to obtain Olympic information.

In addition, the emergence of the Internet media enables the audience to enjoy the pleasure of information acquisition at work time.

More and more advertisers have discovered that audiences no longer listen to themselves, or that new advertisers no longer listen to themselves.

Under such circumstances, advertisers, especially advertisers who spend a lot of advertising budgets on traditional media, should consider this problem seriously.

　　營(yíng)銷(xiāo)新大陸

Nowadays, in the developed regions such as North America, the effective coverage of target consumers' "subdivision coverage" has gradually shifted from the portal media to search engines. Users have actively expressed their needs when searching for keywords.

Therefore, every search engine user is a user with personal needs. For advertisers, searching for key users related to their products and brands is clearly the target audience they want to pursue.

Through search engines, finding sales clues from the audience's search behavior and setting up brand in front of potential buyers, search marketing has become a new advertising strategy which the advertisers in North America are increasingly paying attention to by virtue of its accuracy.

According to the statistics of IAB and Morgan Stanley, in 2007, the proportion of paid search advertising revenue in the US is estimated to be 44%, which is two percentage points higher than that of 42% in 2006.

American paid search advertising will continue to grow at a high speed in the next few years, and its proportion in online advertising will also gradually increase. It will gradually become the main form of Internet advertising. It is estimated that by 2010, paid search advertising revenue will account for more than 50% of net advertising revenue.

Search engine has become the highest rate of user service. The behavior of users has changed significantly. When it is interested in something, the most direct way to understand it is search.

As the first media of brand cognition, search is worth exploring in depth, especially for big brand advertisers. A reasonable match of search marketing and brand graphic advertising will reduce the cost by half and increase the effect.

Globally, the selection of search engines as the most important new marketing platform for famous brands focuses on the popularity of search service, the huge impact of search results ranking on users' brand cognition, and the needs of users in the search process.

The high coverage rate of search service can provide a guarantee for the wide spread of advertisers' brand; the result ranking can provide a quantitative measurement for the PR activities of advertisers' brands; and the users' spontaneous demands can provide demand clues for advertisers, and actually drive sales of products.

Characteristics of China's search service

From the perspective of the development of China's search service, in addition to the characteristics that are consistent with the global scope, it has also gradually stepped out of the road of development with Chinese characteristics.

According to the latest data of iUserTracker and the track of the development of China's subdivision search products, China's search engine operators are constantly optimizing product lines according to the change of users' search content, trying to make the search service one-stop to meet users' needs and content needs.

Driven by the needs of users, search services are pforming from single word information service to integrated content services.

Taking Baidu product development trajectory as an example, the idea of product line layout is to develop different subdivision vertical search channels to meet the needs of users. By capturing the flow guiding function of search engines on network services, we develop new products and strive to meet users' diverse information needs on a network platform.

According to iUserTracker data, by the end of April 2008, Baidu contributed 20.1% of the number of visits to life services (parent-child education and consumption), contributed 16.9% to educational services (university websites and training institutions), contributed 12.3% to IT digital (software downloads), contributed 9.6% to community friends (communities and blogs), and contributed a lot to news, tourism, entertainment and game information.

After entering 2008, Baidu's contribution rate to e-commerce and financial services also increased.

In addition, other search engines are improving in the same direction. The current search service is expanding the service field. From the development of the subdivision search service, the network service from the daily life of the people is developing towards the content of people's daily life.

In particular, the vertical search service has begun to focus on job search, travel search, life search, parity shopping and so on, and has launched a highly correlated service such as financial services and people's livelihood.

At the same time, China's search service is changing from single word service to integrated content service.

From the point of view of service function, search engine has provided the function of downloading from single text information, and gradually has the function of downloading to the traditional portal, and has the function of news dissemination. On the basis of this, it is closely integrated with the community, so that users can share original contents. At the same time, search engines track users' behaviors and preferences to input keywords and serve them for enterprises. In the future, the search engine will improve its value as a trading platform and provide a possibility for commercial pactions.

From the search content, the current search engine can search for digital content, long ago not only words, pictures and music, video search is widely recognized by users, and the number of visits has increased rapidly. Relying on hyperlink analysis, search for human relations indicates that search engines have achieved initial intelligence; and the search for consumer goods has greatly expanded the possibility of e-commerce pactions.

In summary, the search engine is expanding rapidly through the above two dimensions, integrating into the portal and community elements, thus improving the marketing value. From the previous single word chain bidding advertisement, the search engine has gradually displayed the value of graphic advertisement display, the value of video advertising, the value of word of mouth marketing communication and the paction value of e-commerce.

Everything can be searched.

First, changes in future search objects will lead to generalization of information sets.

Now the retrieval objects have been extended from text to pictures, videos, knowledge, and interpersonal networks, but they are all used to express the characteristics of things through language.

In the future, there will be more consciousness and spirit that can not express features in language, so it can also become the content of retrieval.

Therefore, an important trend in the future development of search engines is that all materials and spirits that can be digitally expressed will become the search objects of search engines, and everything can be searched.

For advertisers, "everything can be searched" means that the realization of advertising creativity has countless possibilities, and it will no longer be limited to the current copywriting, pictures and videos. In the future, there will be more innovative forms of advertising and more popular advertisements, and these new advertising appeals can have the first impact on users through search engines.

Second, the expression of future user's individual needs will realize digital characteristic output.

The richness of retrieval content leads users to express their individual needs when they are not limited to words, and develop to visual, auditory, action and even direct output of thinking.

The change of user demand output mode will have a more beneficial impact on advertisers. At present, users can not use language to describe clear individual needs (for example, color, smell, texture), which will become clearer descriptions in the future, making advertisers more targeted in promoting their products, and can provide products that meet users' needs precisely, thus achieving sales promotion.