Baidu is a Chinese web service that offers many services like a Chinese search engine for websites, audio files and images. It targets all Chinese net citizens, especially those aged 20-40, including teenagers, young people, students. Baidu's website is very similar to Google in usability and looks. It uses social media like Weibo, YouTube, and Facebook to attract audiences with key words like "Chinese Google" and national brands. Baidu analyzes user search habits to better serve loyal customers and increase retention. Key performance indicators include time on site and measuring the website's effectiveness at bringing awareness of current affairs.
2. MY BRAND—BAIDU
• Baidu is Chinese web service, which offers many service,
like a Chinese search engine for websites, audio files and
images. Baidu offers 57 search and community services
including Baidu Baike (an online, collaboratively built
encyclopedia) and a searchable, keyword-based
discussion forum.
3. TARGET AUDIENCE
Baidu is trying to communicate to all Chinese net citizens,
because it is widespread and famous in China. The age
distribution is around 20-40, the teenagers and young people.
Most kids who surfs the Internet are trying to play online games,
they careless about the knowledge, however, some young
people especially students in schools are caring about knowing
more knowledge.
4. USABILITY
The usable of the website is very similar with Google, even
the title page looks like Google. They do fellow the standard
website standards. “Standard web conventions are web
design standards and best practices. They’re a set of rules
that web designers follow, knowing that they align with
visitors’ expectations. They are guidelines for clarity and
usability”
5. BIG IDEA
We will use social media, like Weibo (Chinese Twitter),
YouTube, and Facebook to attract our audiences. Key words I
would target: Chinese Google (to attract people’s attention
and curiosity); National brands; proud products.
6. BIG IDEA (CONT.)
We will use data analysis to record and analysis my
audiences searching habits, it’s a humanized design.
Therefore, we could make more audiences to be our loyal
customers. I would like to use customer retention/loyalty as
my metric to show the client the result of my inbound
marketing efforts.
7. KPI
The Baidu website brings people the awareness of current
affairs and some technological problems. Since almost all
Chinese net-citizens use Baidu to research stuffs, I think they
can easily measure the effectiveness of the website. In addition
to their KPIs, I would recommend they to use “Average Time on
Page” metrics.
8. BUDGET
We need some types of
advertisement, like links
appear on YouTube
videos and Facebook
webpage. My budget for
advertising: I plan to
offer 5 dollar for one
click on my link.
9. METRICS + REPORTING
According to my research, I would like to use customer
retention/loyalty as my metric to show the client the result of
my inbound marketing efforts. As I mentioned in previously
posts, Baidu has some loyal customers who only use Baidu
for researching.
10. IMPROVEMENT
• Our brands need to
provide more free e-
books to attract target
audience: students. Also,
our brands may provide
some content about
book’s introduction and
comments.
• Our strategy is a
systemic strategy, it
omnidirectional
introduces our current
strategies and provides
the part, witch we need to
be improved.
Editor's Notes
Reference: Wikipedia (https://en.wikipedia.org/wiki/Baidu)
There is a catch phrase spreads among with Chinese net citizens: “West Google Man, Chinese Baidu Lady,” This phrase sufficiently expresses the status of Baidu in Chinese Net citizens’ heart, and that means, Baidu is same as Google to Chinese people.
Baidu is trying to communicate to all Chinese net citizens, because it is widespread and famous in China. The age distribution is around 20-40, the teenagers and young people. Most kids who surfs the Internet are trying to play online games, they careless about the knowledge, however, some young people especially students in schools are caring about knowing more knowledge. The Baidu website is doing this well, it provide many different searching methods for people to use, like research the website, research the book, and research pictures. I think they need to do some improvement on making the searching results more methodic.
