系统化搜索（英文）

06|2018SYSTEM SEARCH系统化搜索Published byBLINK_System Search2MediaCom is “The Content + Connections Agency”, working on behalf of its clients to leverage their brands’ entire system of communications across paid, owned and earned channels to deliver a step change in their business outcomes. MediaCom is one of the world’s leading media communications specialists, with billings near us$33 billion (source: ReCMA June 2017), employing 7,000 people in 125 offices across 100 countries. its global client roster includes dell, Mars, P&G, PsA, sony, shell and Richemont. MediaCom is a member of WPP, the world’s largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm.竞立媒体是一家“内容与渠道整合传播代理商”，致力于代表客户，利用客户品牌付费、 自有或获得的整个沟通渠道系统，为客户业务成果带来改变。竞立媒体是全球领先的专业媒介传播机构，年度媒介承揽额将近330亿美元(来源:RECMA 2017年6月数据)。竞立媒体在全球100个国家拥有125个办事处，拥有7000名员工。全球客户包括戴尔电脑、玛氏、宝洁、标致雪铁龙集团、索尼、壳牌和历峰集团。 竞立是群邑的成员。群邑是WPP旗下世界领先 的媒介投资管理机构，WPP 集团是全球领先的传播服务集团。MANy ThANKs TO Key CONTRibuTORs感谢主要贡献者CHRiSTiAn SoloMonChief digital Officer, MediaCom China 竞立中国首席数字官PETER PETERMAnn Chief strategy Officer, MediaCom China竞立中国首席战略官 BLINK_System Search3in 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.SYSTEM SEARCH The ChANNels ARe CONVeRGiNG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。CHRiSTiAn SoloMon Chief digital Officer, MediaCom China竞立中国首席数字官BLINK_System Search4it used to be simple: most of us had bookmarked Google or baidu as our browser start-page (some of us still have). if you were searching for the best price or a product review you would start: with the sea