BLINK_System Search2
MediaCom 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 offces 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 SoloMon
Chief digital Offcer, MediaCom China
竞立中国首席数字官
PETER PETERMAnn
Chief strategy Offcer, MediaCom China
竞立中国首席战略官
BLINK_System Search3
in 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 Offcer, MediaCom China
竞立中国首席数字官
BLINK_System Search4
it 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
search engine. if you wanted to know which brand
best solved a category problem: search engine.
if you had seen an ad on TV you would invariable
type in the keywords from that commercial: into
your search engine. People searched to fnd a
brand’s website. They searched for stores near
them. They even typed in the word “amazon” or
“ebay” into the search mask to get the link to
those sites.
but then, gradually, consumers started to learn:
a brand website typically is the brand name plus
“” or “”; if you want to fnd out about a
product or get the best price (without having to
fear fraud) you can go directly to Tmall, Jd or
Amazon; if you are looking for specifc content,
a hashtag is usually a good place to start.
As consumers are becoming more and more
literate in using the internet it simply is more
convenient to search directly on the most
appropriate platform. eliminating the number
of clicks shortens the path to purchase …
or to entertainment or information, whatever
the case may be.
And as the relationship between consumer
and platforms is always both push and pull
eCommerce sites such as Tmall and social
networks such as Weibo have signifcantly
improved their search functionalities. This,
in turn, increases the convenience even
further and draws more and more consumers
to social search and to eComm search.
The result is that overall search queries on
baidu are down, while they are up signifcantly
on social and eCommerce. it is diffcult to say
this in absolute numbers (as the platforms do
not publish this for obvious reasons) but at
MediaCom we estimate that overall search on
baidu has dropped 10% for product keywords. On
the other hand, we know for certain that 65% of
all product searches now happen on eCommerce
direct, and in social the increase in celebrity
content search is even more dramatic.
it is said that consumers lead the way in
marketing: where they go, budgets must follow.
As consumers have changed their search
behavior signifcantly, budget allocation in search
needs to be revisited.
How SEARCH bEHAvioR HAS CHAngEd
ever since Google really kicked off back in the early 2000’s – with baidu following later in
China – search engines were the go-to destination for all and any question a consumer might
have had. however, as the digital landscape changed over the years so did search behavior.。