百度营销手册（英文版）

2025-04-22 0 0 3.15MB 17 页 10玖币

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The Baidu Marketing Playbook:

Dos & Don’ts for Digital Advertising in China

Baidu Dos and Dont’s 3

Intro

The Dos

The Dont’s

Closing Words

Contents

Baidu Dos and Dont’s

China is certainly

a high-priority

destination for brands

that want to go global.

A study by iResearch shows that by the end

of 2018, cross-border retail will become a

¥526 billion business in China (Figure 1). This

enormous movement is driven by the object

of the latest buzzword – the Chinsumer.

Figure 1.

Baidu Dos and Dont’s 5

China’s massive and growing population is continuously

mounting in purchasing power and sophistication. Its

digital population has outpaced the US since 2007,

with 731 million people having Internet access; that’s

more than 2.5 times the number of US users. Marketers

today have an unprecedented opportunity to perform

precise targeting at scale and establish enormous brand

presence. The largest digital platform in China – and the

fourth-largest in the world – is Baidu, which combines

search, social, music, videos, images, an encyclopedia

function, and a Q&A community.

To seize the massive opportunities in China, the ﬁ rst

step for international brands is to tap into China’s search

engine marketing, speciﬁ cally, Baidu. But for advertisers

to be successful with digital marketing in China, there are

some speciﬁ c technology and media platform features

that must be utilized – and some common pitfalls to

avoid.

1 Kemp, S. (2017). 2017 Digital Yearbook: Digital Data for Every Country in the World - We Are Social UK. [online] We Are Social UK. Available at: https://wearesocial.com/uk/special-reports/2017-digital-yearbook

[Accessed 10 Aug. 2017].

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TheBaiduMarketingPlaybook:Dos&Don’tsforDigitalAdvertisinginChina3IntroTheDosTheDont’sClosingWords461115Contents3BaiduDosandDont’sBaiduDosandDont’sChinaiscertainlyahigh-prioritydestinationforbrandsthatwanttogoglobal.AstudybyiResearchshowsthatbytheendof2018,cross-borderretailwillbecomea¥526billionbusi...

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百度营销手册（英文版）

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