The traditional search engine market is becoming increasingly saturated, and advertisers’ traffic costs are gradually pushing up. In this context, looking for a blue ocean of incremental traffic, exploring more efficient search marketing methods, and expanding new possibilities for business growth have become an urgent need for advertisers.
▍ user search behavior is migrated to the content platform Open the new incremental space for mobile search
On the mobile terminal, users are increasingly getting information directly on the content platform. The attributes of the content platform can also stimulate users' search behavior. The essence of search is a tool to obtain information. Where there is content, there is search. Users can find the information they want more efficiently and accurately through search. User search behavior is accelerating the migration to content platforms. The
monitoring data also illustrates this point. The mobile Internet has entered the stage of inventory competition, but the content platform traffic is still growing. According to the data of "QuestMobile2020 China Mobile Internet Autumn Report", as of September 2020, the proportion of the time spent by the huge engine-based APP in the total mobile Internet active user time increased by 3.4% to 15.4%.
Among them, the search traffic within the huge engine platform has increased significantly. The data shows that in the past year, the magnitude of searches on massive engines has doubled, the frequency of user searches has increased by 52%, and the number of searches per day by Douyin users has exceeded 300 million. On platforms such as Toutiao and Douyin, users have formed the habit of "seeing and searching". When they see a content of interest on the platform, they will immediately use the search tool in the platform to learn more about it. .
It can be seen that huge engines with rich content ecology have maintained continuous and rapid growth in terms of search user levels, which is exactly the blue ocean of traffic increments that advertisers are eagerly looking for.
▍ Search marketing under the content ecology of massive engines Create marketing "new dividends" and "strong closing"
From the marketing perspective, Media 360 believes that the search scene in the content ecology of massive engines is an advertiser that has not yet been advertisers. The fully developed and utilized marketing value depressions are worthy of deep attention, research and investment by advertisers.
On the one hand, brand new marketing scenarios mean brand new marketing opportunities to reach new people and to gain incremental users. For advertisers who only serve search ads, in traditional search platforms, the difficulty of obtaining traffic is getting higher and higher, and the cost is higher and higher. The content search channel of huge engines can become a new incremental channel; For advertisers who have already been placed on massive engines, in addition to information flow advertising, there is now a new marketing scenario choice, and search and information flow advertising forms can complement each other in the content ecology of massive engines. Promote, form a positive signal, and more effectively influence user decisions.
On the other hand, returning to the value of search marketing itself, search marketing is a very efficient marketing tool, playing " brand position " and " marketing closing " in the whole chain marketing. The role of . When advertisers use other kinds of marketing methods to have a certain impact on users, users often use search to actively learn more about the company's relevant information. At this time, the marketing closing value of search is highlighted. Through search marketing, advertisers can identify and capture users with strong intentions, re-reach brand information, and at the same time help high-intention users retrieve the missing information, and promote business conversion.
Judging from the timing, now is the best time node for search marketing within the giant engine content ecology . Investing at the stage before advertisers have yet to enter the market on a large scale, the traffic dividend will be more abundant and the competitive environment will be more abundant. For easing, it is often possible to obtain a better return on investment. In addition, it is precisely because search plays the key role of "marketing closure", if advertisers do not occupy positions, but are occupied by similar brands/products, advertisers place other advertisements on the platform. The increase in conversion is likely to be taken over by similar brands/products, which will affect the maximization of the overall advertising effect.
▍ get through search and the whole chain scene Activate IN-APPThe multiplier effect of co-marketing
According to Media 360, the gameplay and value of search marketing in the content ecology of massive engines is not limited to the search itself. It can also open up major marketing scenarios within the search and ecology, generating synergistic effects, and driving from communication to Transformation, and then to the long-term operation of the whole chain of marketing efficiency.
>>Search and content marketing scenarios are linked to improve communication efficiency
At present, content marketing is favored by advertisers, and good content can help brands quickly impress users in a way that is easier to be accepted and liked by users. In terms of the diffusion of good content, the search scene is a very important entry point, which can effectively improve the efficiency of content dissemination.
For example, Search Pinzhan can link live broadcasts, promote user appointments before live broadcasts, and drive traffic in the live broadcast; for brands that enable spokespersons or sponsor IP content, Ming Pinzhan can also link these commercial sponsored content, and reach out through celebrity titles. To reach users, when users search for celebrity or variety show keywords on Douyin, it will trigger celebrity product specials, display relevant information of cooperating brands, and help brands fully develop and utilize content influence.
>>Search and advertising scenarios are coordinated to promote conversions. The
content platform has a very diverse advertising product, including screen opening, information flow, etc. These recommended advertising products can efficiently stimulate users' interest in brands and products. If you want to further promote conversions, search ads will act as accelerators and strong closures.
search is a form of advertising that is very close to the end of the conversion. After placing other types of advertising products on the content platform, through search product collaboration and closing, the brand can continue to influence users, deepen the target user’s impression of the brand, and quickly and effectively promote conversion. In addition, search and recommendation can also form a living water cycle, search intent promotes personalized recommendation of information flow, and information flow recommendation technology drives personalized search. Advertisers can dynamically adjust content materials in search and recommendation scenarios to keep close to the inner needs of users. Repeatedly communicate with target users to achieve a three-dimensional impact on users.
>>Search is connected with private domain business scenarios to help fans accumulate
Under the trend of enterprises increasingly emphasizing private domain management, the value of enterprise accounts has become prominent and has become an important carrier for private domain traffic accumulation and fan management. Search plays an important role in promoting users to pay attention to the enterprise account.
users who actively search for product, brand, and corporate information are often users with relatively clear brand goals and have a high degree of interest in the company itself. When advertisers display corporate account information vividly in the search scene, not only can they deepen the target user’s cognition of the company and stimulate user emotional resonance, but the advertiser can also directly set the corporate account follow button on the search page. It can greatly shorten the decision-making time for users, optimize the drainage path, help enterprises accumulate fans, and manage user value for a long time.
Conclusion: The search scene under the content ecology is a new incremental blue ocean of mobile Internet, and it is also a high place of marketing value that advertisers should not miss. Search has a strong closing value in IN-APP integrated marketing, which can be combined with content and conversion Collaboration with multi-dimensional marketing scenarios such as, operation, etc., play out unlimited possibilities and realize the multiplier effect of marketing effectiveness. As far as advertisers are concerned, whoever can move faster and seize the position to close their mouths will be able to reap greater dividends and achieve upgrades in commercial returns.
