系统化营销搜索白皮书2018

秋云飞

Published by mediacom
in the digital world, search Marketing is no longer a one-channel game. As consumer search
behavior has changed we need a much more systematic and holistic approach to planning
search – one that includes social, eCommerce and verticals.
it used to be so simple. To activate a marketing campaign in search we only needed to look to baidu in
China, and Google in the West. This was because for most people the usual behavior when they were
looking for anything was to jump onto a search engine and type in their query. This could be the name of
a brand, where to buy a certain product and at what price, a generic category question or even a keyword
triggered by an ad.
Consumers are no longer going only to baidu as their central point for internet searches. They are also
searching directly on eCommerce sites, in social media and even in verticals. in fact, many consumers
are bypassing search engines altogether and thereby shortening their path to purchase.
The time has come for marketers to change the way they plan search to meet this changing consumer
behavior. A one-channel approach no longer is enough. instead we need a systems approach.
系统化搜索-渠道融合
在数字世界，搜索营销已不再是单一渠道上的竞争。随着消费者搜索行为的改变，我们需要以一套
更为系统化和全局性的方法来策划搜索，将社交、电商和垂直网站都纳入其中。
搜索曾经是一件那么简单的事。以往，要开展搜索营销活动，我们在中国只要利用百度，在西方只要利用Google即
可。因为对大多数人而言，每当要查找信息，通常都会打开搜索引擎，输入查询的内容。查询的内容可以是品牌名
称、购买某一商品的地点和价格、一个有关品类的问题、甚至是由一则广告触发的关键词。
百度已不再是消费者进行互联网搜索的中心点。消费者也会直接在电商网站、社交媒体乃至垂直网站上搜索。事实
上，许多消费者现在绕过了搜索引擎，因而缩短了购买路径。
对营销者而言是时候改变策划搜索的方式，以适应不断变化的消费者行为。单渠道方法已远远不够，我们真正需要
的是系统化的方法。

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