Shulou(Shulou.com)11/24 Report--

A few days ago, Baidu Marketing and Ipsos Consulting jointly released a report entitled "get through Global Marketing, break Director efficiency growth", which emphasizes combining marketing objectives with the enterprise's long-term development strategy, reconstructing the whole marketing link based on generative AI, and providing long-term business mechanisms, one-stop position support and systematic business tools and components to help merchants run long-term operations.

When the flow dividend disappears into the current situation of enterprises lamenting, the new business strategy is being honed to take shape. In this context, the concept and practice of Baidu long-term operation has brought a new way of thinking and solutions for the industry.

Insight into users'"search" behavior AI drives Marketing change

With the help of AI technology, the user search scene breaks through the traditional mode and expands from a single text search to more diverse modes such as voice, video, interaction and so on. People have become accustomed to solving all kinds of problems through online search. From search address, food and entertainment to seeking medicine, world events, and even users' final consumption decisions, there are more than hundreds of millions of search requests every day.

Search is different from other motivational scenarios, search intuitively reflects the most real needs of users, and users' intentions are more rational and accurate. Rational consumption is rising among consumers, and users rely more on search to make decisions. For businesses, how can we catch these consumers who make more rational decisions?

Because of the easy accessibility of social media, brands want to form user stickiness, and it is even harder than in the past to win users' long-term preference. Users pay attention to on-demand purchase, and their loyalty to the brand decreases. Among them, search plays a key role in the early and middle stage of consumption decision-making, and it is an important entrance for users to obtain information actively and assist consumption decision-making. Users recognize the positive role of search in further deepening product / service awareness, improving trust and promoting purchase decisions.

The marketing industry has always been in a rapid iteration, this change is particularly obvious in the era of scientific and technological development with AI as the core. In the past year, many concepts such as digital man, digital collection, meta-universe and so on swept the Internet marketing circle, showing a strong marketing driving force. We are about to enter the original era of AI. Baidu has launched a series of enterprise-oriented intelligent solutions based on generative AI, which brings a new paradigm of enterprise service management and helps enterprises to actively embrace new marketing.

AI Reconstruction Marketing full Link Baidu Marketing to create a Panorama of long-term Operation

Baidu, as the most determined investor in the domestic AI field, the marketing ecology with AI capability as the core is also blooming and bearing fruit. It outlines the long-term operation panorama from the three aspects of management mechanism, management position and management ability, helps enterprises to achieve full-link marketing innovation, and provides platform merchants with long-term operation mechanism guarantee, one-stop position support and systematic management tools and components.

Baidu marketing aims at creating a benign business ecology of interdependence and mutual benefit between merchants and the platform, constructs a "Baidu merchant rating" evaluation system, and sets different levels based on merchants' contribution to the platform. lead merchants to carry out multi-dimensional business construction in Baidu, such as content, service, operation and marketing, to help merchants win customers in Baidu in a more long-term and sustainable way. And through the analysis of different levels of the value verification of the transformation effect: the higher the grade, the better the conversion rate, the lower the clue cost, and the higher the retention of customer consumption. Stable in the high-level business, the longer the high-level maintenance period, the higher the income of the merchant. From single transaction to full-cycle operation capacity expansion, we have constructed a set of business growth system from active business investment, to the realization of business grade upgrading, and then to the acquisition of multi-dimensional rights and interests, which can effectively promote the overall improvement of enterprise management effect.

In terms of management position construction, Baidu AI has also done a good job in the scene of winning customers all over the world. The intelligent station-building solution provides a seamless solution for carrying information and opening online stores, which helps enterprises to realize the link between the public domain and the mall. At the same time, it relies on Baijia's powerful content ecology, and at the same time, under the blessing of Baidu App public domain drainage, supplemented by the combined fist of merchant BOT, Keywood fish opens up the business domain and Baijia private domain, so as to build a business pool that can link Baidu's public and private domains and continue to store water, and really help enterprises build the marketing ability of the whole field.

Continuously upgrade the management ability, AI can provide intelligent and worry-free management

Generative AI frontier applications have entered the public's field of vision, deeply integrated with people's lives, and continue to stimulate more "marketing contacts". Based on generative AI, Baidu realizes automatic production of personalized content, AI content + global distribution, and one-stop access to public, commercial and private domains. Through AI innovative technology and massive user data, Baidu helps merchants expand from content layout to generative AI gameplay innovation, making content more professional, diverse, interactive and seamlessly embedded in business core content scenarios. And through precise delivery to match the flow to users, helping merchants to precipitate users' assets.

At the level of interactive transformation, tap the tool capabilities of AI, allow deep human-computer interaction, and assist businesses to reduce costs and increase efficiency through the whole link. AI customer service robot achieves all-weather and efficient customer service, and improves the excellent rate in information response, interactive response and other service links, whether consultation conversion or telephone CVR can be greatly improved. Through multi-channel precise launch, Baidu AI can effectively obtain potential users and import them into private domain, expand the scale of enterprise private domain, match with users efficiently, and drive more user interaction.

In the construction of user relations, provide private messages + evaluation management, relying on Baidu App's own strong flow supply, the ability to access private messages can pry browsing untransformed and still stay in Baidu's high-minded people, businesses can communicate through private messages to strengthen Touda for high-turnover users, re-establish contacts and store water in relationships. At the same time, build a service feedback loop, collect effective real feedback, assist businesses to improve service quality, form a good reputation for a long time, reduce decision-making costs, build a long-term relationship between businesses and users, and build users' minds in an all-round way.

Take high-quality cases as an introduction to the way of long-term management

How to achieve long-term operation in Baidu marketing field, we need to pay close attention to six key points: intelligent station store, content management, service management, clue management, private information management, evaluation management. The use of global resources and business means, continue to improve their own level, obtain higher-level rights and interests at the same time, snatch more display volume, reduce operating costs, improve marketing efficiency, and go further and further on the road of long-term operation.

For example, a professional home appliance maintenance service platform enterprise, through the combination of private operation and shop management, to open up a new space for quality and efficiency growth. Not only use the combination of private information management, group chat management, Baijia number management, offline evaluation and guidance to build private positions. Through time-sharing to awaken the customized program to operate private messages, combined with card coupons to enhance the transformation. Also through the implementation of time-limited second kill, coupons and other activities to optimize store management. Finally, the display volume is increased by 36%, and the operating cost is reduced by 23%.

Another example is a comprehensive legal service-oriented business, which comprehensively carries out content management + evaluation management + private information management to drive long-term business growth. Attach importance to content construction, precipitate 1000 + content assets; strengthen customer service training, optimize customer reception skills; pay attention to user business feedback, lawyers to maintain their own evaluation area reputation; self-help to carry out private letter marketing activities, issue consulting vouchers. A series of combined punches, achieving a 48% increase in display volume and a 51% reduction in operating costs.

In the future, Baidu Marketing will continue to increase the construction of commercial platform to protect the long-term operation of businesses. This is the inspiration brought by the report of "opening up global marketing and breaking director's efficiency growth". This is also the advanced road that Baidu insists on being technology-driven and constantly exploring innovative commercial models for a long time, and this is the mission of Baidu marketing to promote the long-term operation of enterprises and create greater value for business prosperity.

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