Tips and tricks to help you get the most out of paid search on China’s largest search platform
With Google claiming less than 2% of the market in China, the search engine landscape is markedly different from that in most Western markets. While there are several key players, including Haosou, Sogou, and Shenma, in the space, Baidu is undoubtedly the first port of call for most companies looking to run search marketing campaigns in China.
So, why Baidu?
There are several reasons why advertisers turn to Baidu when looking to advertise their products or services to Chinese consumers, the most important of which are outlined here.
Highest market share
Baidu search has the highest market share across both desktop and mobile users. According to Statista, Baidu boasts 74% of the Chinese search market, with…
Structure your next big marketing campaign using the 5-step RACE Framework to inform your strategy. Integrated across plan, reach, act, convert and engage, our marketing solutions are proven to win more customers and accelerate your ROI
Have you got an up-to-date marketing campaign planning process? Creating ad-hoc campaigns, or re-using previous successful approaches, can be the time-saver you need to get a new campaign up and running.
But, without understanding the wider PESTLE issues before planning a campaign, you could target the wrong audience with incorrect messaging, or even cause offense. Keep reading for examples of marketing campaigns that do just that, plus our recommended tools for your marketing campaign PR management.
What is the RACE Framework?
The RACE Framework supports managers and marketers to integrate all their key channels and tactics into one plan. Apply the RACE Framework to streamline your marketing strategy today, so you can clearly track and manage your campaign…
Exploring the latest medical landing page conversion rates to inform your pharma or healthcare marketing strategy
'What does good look like?' 'How do we compare?' and 'How do we get there?' are common questions when healthcare marketing strategy is concerned. With so much competition in healthcare marketing today, you need to benchmark yourself against the key metrics within your industry.
But, good benchmarking is only as useful as your marketing strategy allows it to be. Are you confident that you're applying a data-driven strategy? Are you happy with the metrics in place to inform your digital marketing optimization?
We'll delve into some recommended resources and marketing tools to help you implement your benchmarking learning and increase your healthcare customer conversion and retention.
Conversion rate benchmarking for your healthcare marketing strategy
It's useful to have conversion statistics to compare your conversion rates against if you're serious about conversion rate optimization (CRO). And with the resources and…
What does future-proof digital marketing training look like?
When it comes to technology, “The ability of something to continue to be of value into the distant future and not become obsolete” seems pretty obvious. We can all recognize items that have become obsolete as technology changes and improves. But, what does future-proof mean in the context of digital marketing training for work and employment?
From my perspective and looking at reviews from experts in education and psychology, to be future-proof is to “Continue to be useful or successful in future when the situation changes.”
This definition sounds a bit woolly but can be distilled into three primary components:
Being able to identify opportunities by anticipating the future
Using this knowledge to minimize the effects of shocks and stresses of future events by having a clear strategy
Then, using this strategy to…
9 key differences between strategy vs tactics
‘What is the difference between strategy vs tactics?’ is one of the most common questions that 'crops up' when I’m running training workshops or discussing creating marketing plans with businesses.
It’s no surprise since the difference between these two activities often isn’t distinct. Yet, it’s an important question to answer since our research shows that so many businesses don’t have a clear marketing strategy or plan. Without a clear strategy, it’s likely some of your tactics may be poorly directed, so may not be propelling the business in the direction needed.
9 key features that distinguish marketing strategy vs tactics
In this article, I will show the difference between strategy and tactics by looking at characteristics of marketing strategy, which distinguish it from tactics. I’ll give examples that help show the difference between the two based on essential strategic activities.
What's the difference between…
The importance of creating and using a digital marketing plan to support digital transformation and company growth
Where do you start if you want to develop a digital marketing strategy? It's still a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to grow and engage their audiences effectively.
If your business doesn't have a strategic marketing plan you will suffer from the ten problems I highlight later in this article and you will lose out to competitors who are more digitally savvy.
What is digital marketing?
Digital marketing, specifically, refers to 'Achieving marketing objectives through applying digital technologies and media.'
Digital technologies and media include:
Social media company pages
Email and automation
Digital Partnerships with other digital companies
However, to be truly successful, digital techniques must be integrated with…
What are the essential parts of a digital transformation plan?
A digital transformation plan is a strategic, long-term plan focusing on integrated digital media channels, implementation of new technologies, and smart, digital ways of working.
The purpose of a digital transformation plan is to define how to compete more effectively with digital marketing. The scope of a digital marketing plan is typically annual, but a digital transformation plan will typically be longer since this involves creating long-term digital roadmaps.
Digital or online marketing is any form of marketing that involves using online channels for goals of acquisition and retention. It also includes digital technology and the use of data to target audiences more precisely with personalized messages. Since creating awareness and achieving conversion still commonly involve offline channels such as a call-centre or in-store, digital marketing plans need to define integration between channels using techniques like customer journey mapping.
This means that…
Digital marketing is highly accessible to businesses of all shapes and sizes, no matter your budget size.
So you recently started a business. Or maybe you have a small business that you’re trying to get off the ground and running.
Of course, now you need to start getting the word out about your start-up. The great news is, digital marketing is highly accessible to businesses of all shapes and sizes, no matter your budget size.
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But digital marketing is really wide. If you know nothing about it, you can easily get lost in the noise, which means you can waste your efforts and have little results to show for it.
On the other hand, if you do digital marketing the right way, you can increase…
The scientific method of measuring marketing effectiveness
As seasoned marketers, I’m sure you’ll be familiar with the quote (often attributed to John Wanamaker):
“Half the money I spend on advertising is wasted; the trouble is I don't know which half”
The ability to effectively measure marketing effectiveness is the Holy Grail for CMOs and marketing leaders. With so many established, new and emerging channels at our disposal, it’s more important than ever to identify and prioritize those that drive the most value for our businesses.
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Many marketers believe that evaluating the impact of marketing is straightforward - simply compare the outcomes from one campaign to another and look at which channels generated value.
However, simple or even more complex…
How to become a better marketer: 6 marketing tactics you need to work on to stay relevant
With the rapid development in technology, many changes occur in the marketing scene within short periods. Therefore, as you're trying to execute the tactics you know, you're also in a constant quest to learn new things.
Otherwise, it becomes difficult to stay relevant and achieve your goals. Even in marketing channels you know, changes are happening with time.
For instance, 17 years ago, you only need to understand how to send blast emails to be a good email marketer. However, today, you need a deep understanding of automated email sequences just to get by.
That said, you'll always stay relevant as a marketer if you keep up with important trends and apply them to your marketing campaigns.
In light of this, here are 6 essential tactics to work on:
1. Creating and designing visual content
Over the years, …