"Whoever grabs more traffic is the winner." Once upon a time, this was an undoubtedly true proposition. But with the slowdown of traffic growth, the importance of "conversion rate" in the precondition of this proposition has become more prominent.
The core contradiction of low conversion rate has plagued many participants including enterprises and marketing platforms. Digitalization may be the solution to this problem. "Every company is making mistakes if it says that it does not turn to digital marketing." Marketing father Philip Kotler mentioned in his speech.
While companies are turning, platforms represented by Baidu are turning. The problem of conversion rate is essentially a "connection" problem. Baidu, which has always emphasized the value of connecting C-end people and information, is also taking this as the core of the shift in the digital marketing era.
Upgrading marketing methodology, systematic integration and intelligent upgrade of marketing products, innovative IP, live broadcast delivery... Baidu’s various new commercial attempts solve the connection problem, so that even white companies can "one-click" "Marketing reaches the most comprehensive and deepest level of users.
Today, Yidian Caijing tries to analyze the three dimensions of platform logic, business logic, and service logic: In the digital age, why can Baidu play the role of an enterprise's “growth engine”?
Redefining "Baidu Marketing"
Connection generates value. This is the reason why China's Internet has developed rapidly in the past three decades, and many Chinese Internet companies have reached tens of billions and hundreds of billions in market value. The Internet and the accompanying technologies have solved many contradictions, the most important of which is the inefficiency of "connection", such as people and people, people and goods, people and information.
With the development and maturity of new technologies such as 5G and artificial intelligence, the traffic environment has changed from open to closed, from rapid growth to slower growth, and new Internet connectivity issues have emerged: how to achieve better connectivity in the new context and how to help Do other companies better do connection management?
In the past two years, Baidu, which has undergone mobile ecological transformation, has completed the first topic, improving the ecological layout of content, expanding the connection path, connecting information to services and commodities, and achieving better connections on the user side. Now, with the completion of the C-end internal connection "topic", Baidu's focus is moving to the next stage, the next topic, which is to help other companies better connect.
For it, this is inevitable. At the moment when there are many traffic mountains, huge user data, extensive enterprise connections, and convenient and complete marketing connection tools make Baidu a "super public marketing platform."
The so-called "super public marketing platform", according to the words of Professor Chen Gang, the deputy dean and professor of the School of Journalism and Communication of Peking University, is the digital age that can help all participants to obtain reliable information more conveniently, quickly and intelligently, and enjoy rich marketing and services. Digital platform. From the point of view of Yidian Finance, the core is "public" openness and "convenience" easy access.
"Public" openness is a very important feature in the era of mobile Internet and intelligent interconnection. This is an era of fragmented scenes and decentralized traffic. It is much more difficult for companies to establish connections with users. If a brand wants to multi-channel marketing, it must be placed on different platforms and apps, or it may be omitted by screening certain platforms. Risk for certain users.
With its long-term content accumulation and ecological accumulation, Baidu has a wide range of user coverage, and extends to all aspects and corners of users' lives, becoming a digital living space that reflects users' real lives.
Data shows that Baidu’s App has more than 1 billion users, more than 500 million monthly active users of smart applets, and more than 3 billion daily average views of good-looking videos...Baidu can reach more digital “saviors” and is reliable, Reliable, at the same time, it can also retain users in depth and establish close connections with them.
"Convenient" and easy to obtain. Based on the understanding and close connection of users, Baidu simplifies the path for enterprises to reach users through intelligent technology and products, so that users can reach enterprises more quickly to enjoy the goods and services they want, and also allow them Enterprises reach users faster to realize user accumulation and operation.
SIVA PRO, Baidu recently redefines its own marketing methodology, emphasizing interest, convenience, etc. compared with the previous ones. Its main purpose is to help companies based on the communication "touch points" of digital enthusiasts in various scenarios. Achieve faster and stronger connections, stronger brand promotion and effect conversion.
The original connection between people and the company was a phone call or QQ, which was not reliable and superficial, which was the main reason for its low conversion rate. Now, SIVA PRO marketing methodology and a series of new tools such as hosting pages and live streaming have enabled Baidu to achieve a deeper and closer connection between people and enterprises.
When Baidu's digital living space becomes a key position for enterprises to reach and influence consumers, its own digitalization process will also accelerate.
Reconstruct the logic of the "field"
Pedestrians may have different travel routes to the same destination, and consumers may also have different "arrival" routes for the same product.
The same is buying a car. Some people may not want to buy a car, but when they go to the mall, they see a car that looks good. Ask if the price is also affordable, then pay. The "route" is very short; some people want to buy a car. , First ask your friends what they bought, what recommendations are there, then go to the forum, go to the 4S shop, take a test drive, and finally buy, the "route" is very long.
This is that consumers have a different "journey" to reach the product. Regardless of whether the journey is long or short, what companies have to do is to find the "touch points" with consumers during this journey and ensure effective marketing on each touch point.
As a "super public marketing platform" covering hundreds of millions of users, Baidu carries the multi-faceted, diversified and multi-level needs of users, which enables it to naturally have more "touch points" and more connection points with users. Through the systematic and intelligent upgrade of marketing products, it reconstructs the internal "field" so that the company can effectively market at every "touch point".
At present, Baidu has formed a closed-loop intelligent marketing product system with knowledge as the core, covering accurate user insights, advertising creativity, content asset management, advertising, content interaction, and ultimately customer conversion and operation.
At the front end of Baidu’s full-link marketing, mobile ecological content including Baijiahao, short videos, live broadcasts, etc., play a role in guiding the flow of customers and precipitating user traffic for the entire chain, making the “journey” higher "Touch points" achieve more effective marketing.
Yifan is one of the top ten make-up artists in China. He used to work as a make-up artist for artists such as Jin Qiaoqiao, Xie Na, and Shu Qi. The Ivan International Beauty Academy he founded has opened a company hundred accounts in recent months, and has repeatedly published explosive articles. As of January 10, its number of fans has reached 175,000; an online paid column has been opened to get through the line Online and offline; a large number of clues are harvested every day, and the order rate exceeds 30%.
If Baidu’s ecology was a vast ocean before, allowing users to have water, then with the participation of the company’s Baijiahao, Baidu has become a layered layout of oceanic lakes, and every small lake may become an enterprise. The private domain traffic can be "planted and cultivated" here to generate greater traffic value.
In addition to increasing “touch points” at the front end of the “journey”, Baidu also added “touch points” at the back end of the “journey” through back-link solutions such as hosting pages and live broadcasts to improve user operations and conversions.
Through the hosting page, companies can independently publish content, information and services, collect sales leads, connect and interact with users, and complete the closed-loop marketing. On the one hand, companies can quickly build websites through a variety of web creative template toolkits in the Baidu hosting page platform, reduce operating costs, and improve traffic conversion; on the other hand, hosting pages can also help users manage customer relationships.
Ivan International Beauty Academy, in addition to the establishment of the enterprise hundred accounts, also opened half of the official smart applet, store intelligent applet, the official intelligent applet has student work display, enterprise contact channel, store intelligent applet has beauty Sales of makeup, clothing and other products.
From content to brand communication, product reach, and finally to customer conversion, Baidu Smart Marketing not only allows companies not to miss every “touch point”, it maximizes the effect of every “touch point”, and it can be Extremely activated private domain traffic to ensure that it has greater commercial possibilities in the future.
Duxiaodian is a product based on the e-commerce scenario in the back-link service. Currently, 95% of the categories are covered in Duxiaodian, and more than 20,000 offline stores have settled. At the same time, in the context of the rapid development of live delivery of goods, Duxiaodian has revealed new possibilities. With good-looking videos, small videos for all people, and Baidu APP live channels, enterprises and individuals can carry out live delivery of goods.
Of course, as far as e-commerce is concerned, it is not just live broadcasts and videos. According to Ding Canbiao, general manager of Baidu’s commercial products, all scenarios in Baidu’s mobile ecosystem have achieved e-commerce transaction capabilities, whether users are searching or watching videos. You can enter the transaction at any time through live broadcast or shopping on shopping channels. The integration of this diversified scene and e-commerce has built a "pan-market".
The full-link Baidu intelligent marketing has built a "one-click" platform for enterprises. Even a small white enterprise can embark on the "high-speed road" here and establish a complete marketing system.
Shigekura "Enterprise Value Added"
A survey of 1,000 people showed that 43% of the respondents strongly agreed that they wanted to see advertisements related to them, and 38% agreed. Facts have proved that although about 8/10 of consumers want to see advertisements related to them, only 54% of consumers have seen such advertisements. In other words, many companies have missed the opportunity to reach users with advertising.
The father of marketing Philip Kotler mentioned in a speech: "Marketing is the business principle that drives the growth of a company, and its function is to promote the growth of the company." Behind the misplaced advertising and marketing, the growth of the company is inhibited. It is the loss of corporate value.
For Baidu, behind a series of marketing upgrades with connection as the core, its service concept for enterprises is also upgrading, and it pays more attention to enterprise value-added, becoming the engine of enterprise growth, which is the core of its service concept.
For every company, the marketing department is the growth department, and the marketing link is the value growth link. For Baidu, the deepening of the digital transformation of the marketing chain represents its confidence in “enterprise value-added”.
Baidu's value-added to the enterprise has three dimensions: horizontally stretch the service chain, vertically improve connection efficiency, and reduce costs.
First, Baidu empowers corporate marketing, the evolution from b to b.
Prior to this, although Baidu served companies, it was relatively "shallow" in the digital transformation of corporate marketing. It mainly provided companies with sales leads through keyword advertising, which can be said to be To b. Now, under the trend of industrial Internet, Baidu's digital transformation of corporate marketing is also deepening, from small b to large b, running through the entire chain of corporate marketing.
Baidu has formed a CRM (customer relationship management) operating capability for the full life cycle of users. Relying on Baijia accounts, smart applets, hosting pages and other products, as well as the development of users’ habits in Baidu’s services, companies can achieve from planting grass to Weeding, user operation and secondary activation, etc.
Through innovative IP such as "Baidu Curiosity Night", "Baidu Boiling Point", and "Baidu AI Office", Baidu is not only demonstrating its own digital capabilities, but also its commercial "packaging" capabilities and commercial radiation capabilities. Through "Baidu National Tide Season", Baidu can help brands; through "Treasure China", Baidu can support industrial belts and help develop regional brands.
With innovative IP, Baidu has further revitalized its ecological capabilities, intelligent marketing capabilities, commercial output and value reconstruction capabilities.
Second, Baidu empowers the single user to maximize corporate marketing.
The above-mentioned 1,000-person survey shows that 42% of the respondents believe that relevant advertisements are content that they are interested in, and 24% believe that "related advertisements" refer to satisfying needs. Baidu's content ecology can be used to fit users' "interests" so as to maximize the value of a single user's advertising and achieve "enterprise value-added" more deeply.
Third, it is to reduce the marketing cost of the enterprise.
Decades of Internet influence have brought obvious changes to society and industry. One of the changes is that all participants are becoming more and more "smart": consumers are becoming more and more "smart" and less likely to be "bewitched"; companies are becoming more and more "smart" and more "careful" Calculate the value of maximizing traffic.
Baidu's comprehensive and multi-platform content coverage, and the entire chain of intelligent marketing system enable enterprises to reduce costs and increase efficiency. Through search/information flow and one-stop hosting and launching of Kimuyu, Beijing Hyundai has achieved a 36% reduction in overall lead costs on Baidu and a 170% increase in consumption level.
As a service provider in the digital living space, Baidu uses "effective data" to connect "key needs", solve marketing dilemmas, and realize enterprise value-added and long-term operation.
Conclusion
Doing a business is like snowballing. Forward-looking marketing concepts, good marketing tools, and correct marketing paths are the "long slopes" that companies have to find for themselves. Of course, their products have to be "very wet snow." "The ball" can roll fast and run far. Some Internet people commented like this, "At least, Baidu has assumed the role of a "passer-by" in it, shoveling a "snow road" for thousands of enterprises."
In the digital marketing battlefield where there is no smoke of gunpowder, Baidu has formed two marketing centers. One end is each user after personalization and service, and the other is each enterprise under intelligent marketing. Multiply value. The future is infinitely vast.