November 14-17, the 27th China International Advertising Festival was held in Xiamen. Zhu Lei, general manager of Baidu Marketing Center, and Wang Ying, head of marketing strategy, shared Baidu's innovative marketing value with the industry on topics such as media change and marketing evolution in the intelligent age. This is also the first time that Baidu's marketing brand has been upgraded to appear in the advertising festival, discussing and analyzing the general marketing trend with industry experts.
Consolidate business mid-office capabilities and help new brands grow
Not long ago at the 2020 Baidu Innovation Marketing Summit, Baidu Marketing announced a brand upgrade, which is newly positioned as the "growth engine" that accompanies the growth of the company. At the advertising festival, Zhu Lei, general manager of Baidu Marketing Center, introduced that, based on the new marketing positioning of the "growth engine", Baidu continued to improve AI and ecological infrastructure, consolidate commercial mid-stage capabilities, and help brands achieve stronger user insights and multiple scenarios User connectivity and more efficient user motivation to achieve rapid brand growth and efficient business creation.
At the same time, Baidu Marketing will further consolidate the "New Brand Growth Plan", and will support 100,000 brands within one year to realize the double-speed increase of digital assets through in-depth operations. The plan uses four major measures: user insight services, brand position empowerment, global traffic support, and closed-loop service support to fully assist companies in integrating and activating brand assets, helping brands to acquire users at a lower cost, and empowering and supporting through continuous operations , Improve brand conversion efficiency.
It is reported that Baidu's new brand growth plan has currently launched three specific measures, including special benefits for enterprise products, free add-on words for Baidu index, and free opening of stargazing disk. Zhu Lei said, “Baidu Marketing hopes to help brand owners achieve high-speed growth at low cost in the context of the post-epidemic era.”
builds a new brand position and builds brand digital asset space
media trends forum, Baidu Marketing Center is responsible for marketing strategy Ren Wang Ying shared with the theme of "New Intelligence, New Position, New Growth" how companies should activate brand equity. Wang Ying said that Baidu gathered the brand assets and content assets scattered in various corners in the past, and the communication between the brand and users in any scenario was deposited in the company's hundred accounts, which directly helped brand owners operate brand assets more efficiently.
It is reported that Baidu has completely established a brand position ecology centered on the number, and after a year of development, it has established a perfect position business model. First of all, through the synergy effect of account + hosting page, mini program, and degree shop, a complete content operation model is formed within the company's hundred accounts, which is driven by the rich and diverse content gameplay of the linked content carrier; at the same time, through the user operation system And the improvement of component capabilities, forming more business opportunities conversion capabilities.
On the basis of a strong position ecology, Baidu also uses multiple scenarios such as search, recommendation, Q&A, and enterprise account product specialization to increase traffic for the company’s Hundred Accounts, and use the improvement of the back link capability to get through the account homepage, account content and account number. Private message clues and closed-loop transaction channels improve conversion efficiency. In addition, Baidu has also upgraded the brand's digital asset model to help brands better evaluate their own performance and industry position, so as to better guide the company's business development and achieve precise brand positioning and in-depth opportunity mining.
It is worth mentioning that, as marketing becomes more intelligent and precise, Baidu is helping enterprises to manage their brands, while also focusing on the realization of user value. Because only by looking at business and marketing with a long-term thinking, and being guided by user value creation, can we truly break the game and enhance the stickiness of the brand and the full life cycle value of users.
In this regard, Zhu Lei also said when participating in the China Interactive Advertising Summit, “The essence of marketing is to help brands better connect users, build brand awareness in the connection process, and better form efficient conversions. It is AI marketing or other, which will eventually return to the needs of users. On the Baidu platform, there are a large number of user search problems, and these problems are sent from users to solve practical difficulties, which can help brands gain insight into precision marketing opportunities .Z1z
