Marketing Experts Discuss Baidu Post Bar Promotion: More Accurate Circle Marketing

The rise of social media has enabled brands to use the power of the Internet to tap more business value. More and more companies have also adopted Weibo and Wechat as an essential marketing platform. As Baidu Post Bar, which also has a large user base and has accumulated 9 years in the continuous iteration of the Internet industry, has recently announced the launch of a new commercial product, “Post Bar Promotion,” at Baidu World Marketing Forum 2012. This means that the commercialization of Tieba began to have substantial actions, which means that Baidu has officially entered the social marketing field.

As an internet marketing virgin with hidden business opportunities, is the commercial value of Baidu's Tieba underestimated? Compared with Weibo and other platforms, what kind of unique value does it have? How will the huge flow of paste bars be realized? To this end, industry experts and colleagues also shared their views in the micro salon.

When new social networks emerge, we may wonder if it is still popular. However, Liu Xiang retired after the game, within 36 hours posted a netizen sent more than 100 million blessings, it can be seen, paste it in the rapid detonation of the event, the topic of viral communication performance, still reflects a huge energy. From some data, we can see the reason why Post Bar is still alive for nine years: 200 million monthly active users, over 1800 million monthly posted volume, and more than half of users have their own fixed-internet Internet social platforms. However, under these data representations, what is more valuable to brands is that it is a community that has accumulated a large number of high-quality user groups. As a result of the aggregation of interest themed bar users have created a large number of Chinese online buzzwords, “Jia Junpeng” and “Reel silk” and other Internet hot events are also being promoted under the promotion of Post Bar. In the same way, this community will also bring an excellent communication environment to the brand. Yan Xincheng, a well-known marketing expert and founder of camping investment, said: “This is a creative and grounded network topic, and it has been accumulated for 9 years. As well as the support of Baidu search engine, the commercialization of Post Bar is very promising."

Compared to Weibo and other social networks, senior marketing planner Zhang Zhiqiang believes that “the advantage of Baidu’s bar lies in the deep interactivity of a particular group. It uses the visibility and status of all its own engine markets to quickly provide a variety of target groups. A gathering point, this is unmatched by others.” A special group gathered together will help the brand to grasp the market segment, An Haisuo China’s chief marketing officer Gu Hailin said, “Although Weibo, WeChat, Path, etc. Social media is vibrant and has its own killer, but it is clear that the development of commercial value must be tracked from the user to the user segment and subdivided. Interest is one of the keys. The deeper the player, the greater the opportunity.” In-depth business value requires interest segmentation, and Baidu Post Bar provides such a “people-to-group” platform. At the same time, its special and refined features allow users to remain highly active and highly viscous. This is what many big brands are targeting. Post it and eager for the reason.

Baidu Post Bar has its own advantages in favor of marketing, but in the big environment, it will also have to face the difficult problems that the forum era has almost passed. However, it is by no means a single person to fight. Google+ was once commented by foreign media as a virtual ghost city, but users were not active. However, with the integration of a series of Google products such as Google search and YouTube, Google still injected traffic and marketing for its unfilled social circle. value. In China, Baidu search is also ranked first in the industry. At the same time, the library knows that peripheral products such as encyclopedias also maintain user's viscosity because users provide more professional services. Liu Dongming, president of Tsinghua University and Sun Yat-sen University’s MBA special marketing expert, put forward the proposal: “When it is combined with Baidu search, we know that the brand area and many peripheral marketing tools are integrated and applied, and the one-stop service will generate tremendous productivity.”

“The super girl who made Hunan Satellite TV famous for its popularity is the first to make fire in Baidu Post Bar. The forum has declined, and Weibo has risen, but it has been growing for 9 consecutive years, covering 39% of netizens. The hidden commercial value also tells us that the era of sticking to the bar will not be so easy in the past.” Said Cheng Yandong, president of Beijing Sifang Interactive Advertising Co., Ltd. 200 million users is a good starting point for the commercialization of Baidu Tieba. Comparing with the Weibo marketing routines, it is more like a virgin land in the commercial field. However, more people are gradually realizing that there is a gold mine, but the way of nuggets needs to be improved in practice.

The launch of the "paste bar promotion" product is undoubtedly a powerful attempt to realize social flow. It is based on the "people-to-group" platform features, with a unique smart bar technology to cover the target population. Advertisers, by means of soft implants, make full use of the audience's interests and hobbies to communicate with them. Whether "Tipai Bar Promotion" can play a significant role in realizing social flow and help Baidu instigate social marketing market, it is worth looking forward to.

The form of new media marketing is often newer, everyone is a beginner, but the speed of learning is amazing. The first year of social media marketing headed by Weibo has just started in 2011, but now almost any brand has more or less the ability to interact with fans in a new media environment. For Baidu Post Bar, once the exploitation of this commercial value begins, it is bound to explode with a geometric progression.