SYSTEM SEARCH 系统化搜索€¦ · your search engine. People searched to find a brand’s website. They searched for stores near them. They even typed in the word “amazon”

06|2018

SYSTEM SEARCH系统化搜索

PUBLISHED BY

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 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旗下的媒介投资管理

机构，WPP 集团是全球传播服务集团。

MANY THANKS TO KEY CONTRIBUTORS

感谢主要贡献者CHRISTIAN SOLOMON

Chief 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


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 Officer, MediaCom China竞立中国首席数字官


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 find 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 “.com” or “.cn”; if you want to find 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 specific 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 significantly 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 significantly on social and eCommerce. It is difficult 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 significantly, 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.


On social platforms, brands can influence both the non-organic and the organic ranking, much like they can in traditional search engines. For the non-organic ranking in WeChat, brands can create a mini-program which will automatically move the brand to the top of any search results page when the query includes the brand name.

To improve the organic results, brands should produce “organic content” that includes the brand name. The most common type of searches on social platforms are for KOLs, DIY content and peer recommendations, and this type of content allows brands to rank higher because the search algorithms prefer it.

In short, Search in social is very much about content: KOLs showboating themselves with a product in the context of their celebrity lifestyle; peer group influencers discussing the merits of a certain brand; entertainment content; brand activations that are hashtagged; or simply lifestyle brands, for example in luxury or fashion, producing their own sharable content.

In eCommerce, on the other hand, Search is much more product focused. Consumers go directly to eComm search if they are interested in the technical specifications of a brand or a product; if they are looking for reviews or want to know the best price they use eComm search. Quite often they are using this type of online search when they are in an offline store – to decide which brand to buy at what price.

eCommerce search on both Alibaba and JingDong operates very similar to a traditional search listing in regard to its mechanism. However, the big difference being people will usually be searching for either the category or a brand directly. They typically already know their consideration set or what they want and are checking to see what price they can get it for.

The rapid growth of Alibaba and Jing Dong means that for most people in the country both platforms are now being used daily. In other words, every day close to 100m Chinese are visiting one of these two platforms to look for something. This is a massive opportunity for brands and a fast growing search listing ad market on those platforms has been built to accommodate this demand.

China takes 60% of the worlds eCommerce revenue share.

SEARCH IN SOCIAL AND ECOMMERCE: SAME-SAME, BUT DIFFERENTIn 2017, China’s largest social media platforms, Sina Weibo and Tencent’s WeChat, launched their search platforms. Both platforms allow users to enter a search query and receive a detailed listing of algorithmically ranked results. And on eCommerce, product searches have always been possible – but they now happen on a daily basis.

In FMCG and hair care, 70% of searches start with category keywords such as “shampoo”.

35b USD worth of sales in 1 day across China’s ‘Single’s Day’: November 11 2017.


As the search paradigm changes so must the way we plan Search Marketing and how we integrate it with the rest of brand’s communication ecosystems. We need an approach that looks at Search across the multiple channels: SEM, eCommerce and Social.

The new paradigm demands that we approach Search quite differently. We need to better plan what content is developed for each platform, given the type of content people are searching for. We need to define the budget split and how each channel should be used given the role it plays in a consumer’s search journey. And we need to make sure that we leverage the right keywords for each platform.

To meet these challenges, we have developed a new approach to Search. One that is bound to radically change the industry (or at least this aspect of the industry).

We call this approach, System Search. By precisely analyzing what consumers are searching for on what platform we are able to predict search patterns across the 3 pillars and define a holistic, systematic search strategy.

Our System Search approach consists of 8 distinct steps from a comprehensive audit to ongoing tracking and optimization:

A PARADIGM SHIFT: FROM SEARCH TO SYSTEM SEARCH

CONNECTED CATEGORY AUDIT

A thorough analysis of what consumers are searching for across all search platforms: content, formats, platforms, keywords. A cluster analysis helps us to determine search patterns and category search dynamics.

PLATFORM ANALYSIS

A deep dive across each pillar and each platform to understand keyword distribution. This allows us to gain insight into the role each platform plays in the search universe of our consumers.

2

1

SYSTEM SEARCH INSIGHTS

Aggregating the findings to identify patterns: seasonality, consumer segmentations and category insights. A semantic deep dive helps us to understand the real meaning behind the most common keywords and informs our key-word buying strategy.

SYSTEM STRATEGY

A combination of keyword strategy and budget allocation. Using an iterative scenario optimization algorithm, we define the optimum balance between platforms and keywords.

4

3

CONTENT DEFINITION

Making sure the content fits the search pattern. Using our Format Optimizer matrix, we define the type and format that will best fit the search behavior of the different consumer segments.

5


DYNAMIC CONTENT CREATION

Leveraging our content engines to create the right content at the right time. Our 40 System Search experts at MediaCom connect across Search, Social, and eCommerce determining the right content for each. The content is responsive to signals people let off; e.g., searching for a product in eComm will trigger a product/price/promotion message.

CONTENT DISTRIBUTION

Just-in-time, programmatic distribution of the right content to the right people on the right platform. Content is programmatically distributed across WeChat and Weibo using their DSP tools: GDT and Fanzitong; on eComm Alibaba and JingDong’s RTB targeting features are used; and keyword buying is done through traditional search engines.

7

6

MEASUREMENT & OPTIMIZATION

Real-time tracking of search performance and constant content optimization. As System Search crosses at least three channels it is important to ensure performance data is being consolidated. At MediaCom we use our custom dashboarding tools for this, combining data sources and allowing for rapid optimizations.

8

This revolutionary new approach to Search Marketing will very likely disrupt the way we plan Search from now. Some of our largest clients, including P&G, Dell, GSK and Shell are already using this approach with outstanding results.

WINNING DOUBLE 11 FOR SK II

For prestige beauty brand SKII, we traditionally relied heavily on Baidu, China’s biggest search engine, to maximize their sales on Single’s Day. Our research showed that consumers were moving direct to eCommerce platforms to search for product information, and social media platforms for influencer recommendations. They were shortening their path to purchase.

To reflect this new consumer search behavior, we re-engineered our search strategy accordingly and leveraged three key platforms with outstanding results: by using “System Search” across Baidu, Tmall and Weibo we achieved the best ever sales period in any month for SKII. Traffic to owned assets increased by 91%, and sales by 93%. On eCommerce, we drove 38% more traffic to our brand store and improved click through rate by 6.1% – 15% above category norm. And compared to our original Baidu only strategy, our new System Search approach generated a 14% lower Cost Per Click.

Scan QR code to watch the video and learn more about this award winning case:


System Search was developed in China as an answer to the challenges some of our clients were facing regarding the new realities of consumers’ search behavior. The unique nature of China’s digital landscape – the walled gardens of the BAT, the massive importance of KOLs and Social – necessitated a new-paradigm approach. But System Search also aligns strongly with our overall agency planning approach.

In the first case where we developed System Search systematically (the SKII case on p. 7) our Search experts realized that they alone would not be able to deliver the results demanded by our client Procter & Gamble. Thus, they called upon the other teams, Social & eCommerce, to find a better solution that would cut right across Baidu, Tmall and Weibo.

But System Search is also borne out of our strong belief that holistic thinking is always better than thinking in silos. Nowhere more than in today’s convergent media landscape is it evident that integrating the different disciplines proves more successful than planning and managing them separately.

We call this philosophy Systems Thinking. We believe that – in the communications ecosystem of our clients’ brands – everything is connected. We are convinced that cutting edge communications planning needs to break free of the silos of the disciplines and happen by integrating the specialists and the generalists.

To facilitate this kind of collaboration for all client teams we have just launched a collaborative platform, called The System. The System allows us to connect all MediaComers across the world and across the disciplines into multidimensional teams.

In The System, everybody has access to the same data and is thus able to contribute their thinking and their specialist expertise in real-time. And as everyone on The System also has access to all case studies, we are confident that System Search will be adopted the world over very quickly. After all, the changes in search behavior are not a China-only phenomenon.

SYSTEM SEARCH IS BORNE OUT OF SYSTEMS THINKING


In the West, big silos dominate the digital world: Amazon does eCommerce, but very little else; Google is great as a search platform, for finding videos and for maps – but is not connected to commerce or social; and Facebook or Twitter have also specialized on what they do best. This is very much a vertical approach: deep specialism in one thing but almost no integration.

In China, however, the digital world is structured horizontally. Specifically, Alibaba and Tencent offer a multitude of apps and services that are all connected with each other. Consumers can go seamlessly from social interaction to content to shopping without ever leaving the ecosystem they’re in.

Interestingly, it is the once-dominant search expert, Baidu, who has fallen behind in this game of integration and does not offer integrated social or commerce services. Alibaba and Tencent, however, are fully furnished:

CHINA’S CONNECTED ECOSYSTEMS NECESSITATE A CONNECTED APPROACH

This probably explains why in terms of market cap, Baidu is lagging behind Alibaba and Tencent:

BAIDU ALIBABA TENCENT

471bUSD

SEARCH

ECOMMERCE N/A

SOCIAL N/A

One of the key reasons we developed Systems Search is because – as System Thinkers – we obsess about breaking down the silos between SEM, Social and eCommerce. There is, however, another structural reason why we had to develop a systematic approach to Search: the ecosystem gardens of the BAT.

553bUSD

88bUSD

The BAT ecosystems: Baidu falling behind.


Another dominant player in China’s digital landscape has emerged as a significant contender in today’s convergent world: JingDong. Much like Alibaba and Tencent, JD is attempting to create a fully integrated ecosystem of content and commerce which opens up entirely new possibilities.

Over the last year, JD has launched Black Dragon and JingX, their answer to Alibaba’s Uni Desk. Both tools offer advertisers a way to match users of other media platforms – for example Toutiao (news), iQiyi (video) or Baidu News – with Jing Dong eCommerce data. While Black Dragon then takes the user to a website outside of Jing Dong, JingX always lands on the brand’s Jing Dong page.

As a consequence, both eCommerce giants are now able to assign single-user IDs to their shoppers in order to follow, track and target them on almost every digital platform in China – Uni Desk within the Alibaba ecosystem and Black Dragon almost everywhere else.

This enables what we call “Ecosystem Commerce”: targeting consumers based on their eCommerce buying history as well as their content preferences, their social interests and their digital behavior.Traditionally, brands only targeted consumers “inside” the shopping platforms to drive traffic to the brand’s store and to increase conversion. But in Ecosystem Commerce it becomes possible to seamlessly connect the point of engagement and the point of transaction.

Ecosystem Commerce leads to a much bigger scale for brands, even for China standards. For example, JingDong gets around 35m daily visitors to its website. However, once you start targeting across its new partners this grows rapidly. Toutiao has around 100m daily visitors and iQiyi close to 200m daily visitors and we are now able to communicate with all of these people based on their purchase behavior in Jing Dong.

THE NEXT FRONTIER: SYSTEM COMMERCE

Alibaba

INSIDE COMMERCE

ECOSYSTEM COMMERCE

OUTSIDE COMMERCE

JD.COM

Tencent (Via JD)

Uni Desk

Jing X & Black Dragon

Jingteng (Via JD)

Ling Shou Tong & Hema

JD Franchise

Stores & 7Fresh

Smart Retail

Solutions

SYSTEM COMMERCE

System Commerce: highly sophisticated opportunities to target shoppers.


“Outside Commerce” will see offline purchase data and geo-location data thrown into the mix. Alibaba and JD are currently installing tracking devices at thousands of convenience stores across China, and thanks to their mini-programs Tencent are already there. Outside Commerce stands to revolutionize the way we can market to consumers in China because with offline shopping and geo-location data we can finally see the full picture.

And when we start to manage Inside, Outside and Ecosystem Commerce as one holistic system – this is what we call System Commerce – then we will be able to engage with consumers and convert interest into sales at the same time wherever consumers are.

We are expecting System Commerce to play an increasing role in China’s digital advertising and MediaCom China are currently building out the System Commerce framework in the market. Stay Tuned as the System grows.

Clients where we have already applied this:

Cartier was the first luxury brand ever to trial WeChat’s search feature. The beta testing of this brand-new functionality allowed us to learn and experience WeChat Search in and out, which we then applied to the development of System Search.

Sensodyne receives priority access to the Alibaba Strategy Centre – giving us an end-to-end view of our consumer with access to data from platforms across the Alibaba ecosystem. We can target them at different trigger moments with better content to deliver better business results.


Based on our extensive experience we have distilled six universal learning points for brands to apply System Search more effectively.

A QUICK GUIDE ON HOW TO OPTIMIZE YOUR SEARCH APPROACH

UNDERSTAND HOW YOUR CONSUMERS ARE USING SEARCH AMONG THE MAJOR PLATFORMS TODAY.

This will allow you to know specifically for your category how consumers are using the search feature and what they expect to see in results.

1

ALSO LOOK FOR PLATFORMS THAT ARE OUTSIDE THE MAINSTREAM.

You may be surprised where your consumers are actively using Search. For some categories verticals are just as important as the big publishers.

2

CREATE THE RIGHT KIND OF CONTENT FOR USERS TO EXPERIENCE YOUR PRODUCTS AND BRAND BASED ON THEIR SEARCH NEED.

Consumers will expect to see specific types of content when they are searching in the different platforms. For example, in social this may be Point of View from KOLs in short form video, where in eCommerce it is product information and promotion information.

3

ENSURE YOU ARE SENDING PEOPLE TO THE RIGHT PLACE.

As always with Search it is very important to send people to the right landing page. With new forms of search features this means there are new destinations to send people, in Social this may be your social store, in Search your .com and in eCommerce your eComm store.

4

TEST AND LEARN.

The search feature is quite new in some platforms. Some forms of engagement like SEO optimization are still being worked out. There will be new commercialization opportunities offered in the future. So test and learn to find the best way to engage for your brand.

5

DON’T FORGET DATA.

We can never forget the data. Just like traditional Search in a search engine, get as much on site and media event data as you can. Strive to understand what is driving the best returns and optimize!

6

These 6 learnings are fundamental to executing a successful System Search approach and delivering it across campaigns. With these 6 steps a brand can understand, plan, learn and develop the right approach for them.


System Search has changed the way we look at people’s search behavior. Our approach is helping brands to better define what content a consumer needs as they search across the different channels; it is showing marketers how better to connect with consumers along their path to purchase; and it provides a guide for media managers on how to best allocate search budgets across the various platforms.

With System Search China is creating the blueprint of what is more than likely the future for other markets. With different players and different platforms across different markets, System Search will probably have to be adapted locally. But the conceptual approach – to look at Search holistically and with a clear focus on real consumer behavior – will be relevant the world over.

To ignore the System Search approach and to “keep doing what we have always done” means to miss valuable opportunities to connect with consumers, to build mental availability and to drive conversion.

With eCommerce and social now being an everyday part of consumers’ lives we have to leverage these channels in our approach to Search. After all, in any consumer journey Search is the first and most important step to conversion as this is the first time the consumer is actively participating in the dialogue with the brand.

As the big digital players across the globe continue to drive the digital space forward, growing their eco-systems and building their capabilities towards ever more integration, the need for a systematic approach is increasingly apparent. Therefore, System Search can and will be only one piece of the puzzle. But a critical piece nonetheless.

SYSTEM SEARCH: A CRITICAL PIECE OF THE PUZZLE

BLINK_系统化搜索14

搜索原本很简单：我们大多数人都曾将Google或百

度设为浏览器的主页（我们中有些人依然会这样设

置）。要想搜索最优惠的价格或对一件产品的使用体

验和评价，您可能会着手的地方：搜索引擎。要想知

道哪个品牌最善于解决某类问题：搜索引擎。在电视

上看到一则广告，您会一字不差地把广告里的关键词

输入到：搜索引擎。人们通过搜索来查找一个品牌的

网站以及附近的商店。他们甚至会在搜索栏里输入

“亚马逊”或“ebay”来获取此类网站的链接。

但是后来，消费者逐渐学会了：品牌的网站通常就是

品牌名称加上“.com”或“.cn”；如果想要查找一款产

品或者获得最优惠的价格（排除担心欺诈的因素），

可以直接上天猫、京东或亚马逊；如果要查找特定内

容，通常可以在开头加个标签符号（＃）。

随着消费者越来越懂得使用互联网，直接在最合适

的平台上搜索其实更为便捷。减少鼠标点击的次数不

仅能缩短购买路径，还能缩短获取娱乐和资讯的路

径。

因为消费者与平台之间永远都是推和拉的关系并存，

电商网站（如天猫）和社交网络（如微博）已大幅改善

了自身的搜索功能。这进一步提升了便捷性，带动越

来越多的消费者使用社交和电商搜索。

其结果就是，百度的整体搜索量缩水，而社交和电商

的搜索量大幅增加。我们难以用绝对的数据表明这一

状况（因为各平台出于众所周知的原因没有公布这一

数据），但据竞立估计，百度上的产品关键词的搜索量

整体下跌了10%。另一方面，我们确切了解到，在目前

所有的产品搜索中，有65%的搜索是直接在电商平台

搜索行为如何变化

Google自2000年初发展壮大，百度在中国紧随其后，从此，搜索引擎已然成为消费者搜索所有问题的必用渠道。然而，近年来数字格局已发生改变，搜索行为也不例外。

上进行的。社交媒体上明星内容的搜索量增幅更大。

我们常说消费者引领营销：消费者去哪，广告预算就

必须跟到哪。随着消费者的搜索行为发生巨大变化，

搜索的预算分配也需要重新考量。


在全球电商收入中，中国占据了60%的市场份额。

社交与电商搜索：同中有异

2017年，中国最大的两家社交媒体平台，新浪微博和腾讯微信推出了各自的搜索平台。在两大平台上，用户均可在输入搜索词条后，获得经算法排名的一系列详细的搜索结果。产品搜索在电商平台早已成为可能，而如今这每天都在发生。

在快速消费品和洗发护发品类中，70%的搜索以品类关键词开始，如“洗发水”。

2017年双11也就是中国的黑色星期五当天，销售额达350亿美元。

在社交平台上，品牌能够像在传统的搜索引擎上一样

影响自然排名和非自然排名。就微信上的非自然排名

而言，被搜索的品牌可以创建一个小程序，当搜索词

条包含品牌名称时，就会自动把品牌置于所有搜索结

果页的顶端。

品牌要提高在搜索结果中的自然排名，应制作出含有

品牌名称的“自然内容”。社交平台上最常见的搜索内

容是意见领袖、DIY内容和他人推荐，这类内容能让

品牌排名更前，因为搜索算法更青睐这类内容。

简而言之，社交平台上的搜索与内容密切相关：意见

领袖在他们的明星生活的场景中利用某个产品炫耀自

己；同龄人中有影响力的人讨论着某一特定品牌的优

点；娱乐内容；打上标签的品牌活动；或仅仅是奢侈品

或时尚领域中的生活方式品牌推出自制的值得分享

的内容。

另一方面，在电商平台，搜索则更为注重产品。如果消

费者对一个品牌或产品的技术参数感兴趣，他们会直

接去电商平台搜索；如果他们想要查看商品评价或了

解最优惠的价格，他们也会用电商搜索。他们在线下

门店的时候也会经常使用这类线上搜索，以决定用什

么价格购买哪个品牌。

在搜索机制方面，阿里巴巴和京东的电商搜索与传统

的搜索目录十分相像。但最大的区别是，人们通常会

直接搜索产品类别或是品牌。他们往往已经清楚自己

考虑的要素，或自己想要什么，只是查看一下能以什么

价格买到。

阿里巴巴和京东的蓬勃发展意味着国内大多数人每天

都在使用这两个平台。换言之，每天约有1亿中国人在

使用这两个平台中的其中一个在搜索着什么。这给各

大品牌带来了巨大机遇，而这些平台也已构建快速发

展的搜索目录广告市场以适应这一需求。

重要统计数据:


随着搜索思维模式的改变，我们也必须转变搜索营销的策划方式，以及将其整合到品牌其余的传播生态系统中的方式。我们需要一种跨多个渠道（搜索引擎营销、电商和社交）来看待搜索的方法。

新的模式需要我们以非常不同的方式来对待搜索。我

们需要考虑人们搜索的内容类型，从而更好地策划在

每个平台上推广的内容。我们需要根据每个渠道在消

费者搜索路径中的作用，考虑如何明确预算分配以及

如何利用各个渠道。我们还要确保为每个平台选用合

适的关键词。

为了应对这些挑战，我们开发出了全新的搜索方法。

这一方法必将迅速改变我们的行业（或者至少是行业

中的这一方面）。

我们将此方法称为“系统化搜索”。

通过精确分析消费者在哪个平台搜索何种内容，我们

能够预测3大核心渠道之间的搜索模式，并制定出一

个整体的、系统化的搜索策略。

我们的系统化搜索方法一共分8个步骤，从综合审核

到持续追踪和优化，每一步都独具特色：

思维模式转变：从搜索到系统化搜索

全面分析消费者在所有搜索平台上搜索的是什么，

包括内容、格式、平台、关键词。聚类分析有助于我

们确定搜索模式和与品类相关的搜索特性。

深入探究每个核心渠道和每个平台，把握关键词

分布。这有助于我们洞察每个平台在消费者的搜

索领域中扮演的角色。

2

1

汇聚研究成果，确定搜索模式：季节性特点、消费

者细分和品类洞察。对语义的深入探究有助于我

们理解最常见关键词背后的真正含义，为我们的

关键词购买策略提供资讯。

关键词策略与预算分配相结合。我们使用一种迭

代的场景优化算法来确定平台与关键词之间的最

佳平衡。

4

3

确保内容适合搜索模式。我们使用格式优化器矩

阵，从而明确最适合不同消费者细分群体搜索行

为的内容类型与格式。

5

相互联系的品类分析

平台分析

系统化搜索洞察

系统化策略

内容定义


利用我们的内容引擎在合适的时间创建合适的内

容。我们在竞立拥有40位系统化搜索专家，可打

通搜索引擎、社交和电商平台，为每个渠道确定适

合的内容。这些内容响应的是人们释放的信号。例

如，在电商渠道中搜索产品的行为会触发一条产

品/价格/促销消息。

7

6

实时追踪搜索表现和持续优化内容。由于系统化

搜索的执行至少跨越三个渠道，保证表现数据的

整合至关重要。在竞立，我们使用定制的图标报告

来实现这一点，整合数据来源并实现快速优化。

8

这一革命性的搜索营销新方法很可能从此颠覆我们

策划搜索的方式。我们的一些大客户，如宝洁、戴尔、

葛兰素史克和壳牌均已使用这一方法并取得了显著成

效。

助力SK II领跑双11

针对高端美妆品牌SK II，我们以往在很大程度上

依赖于中国最大的搜索引擎百度来使品牌在光棍

节的销售业绩最大化。据我们的调查显示，消费

者如今会直接转向电商平台搜索产品信息，转向

社交媒体平台搜索意见领袖的推荐。消费者在缩

短他们的购买路径。

我们重新制定了搜索策略来应对消费者新的搜索

行为，充分利用三大平台，并取得了傲人的成绩：

通过在百度、天猫和微博上使用“系统化搜索”

，我们帮助SK II实现了有史以来最佳月度销售业

绩。自有平台和渠道的流量增长了91%，销售增长

了93%。在电商平台，我们促成了品牌旗舰店的客

流量增长38%，点击率增长6.1%——超出品类平

均15%。而且与我们原本只采用百度的策略相比，

我们全新的系统化搜索方法的单次点击成本降低

了14%。

扫一扫二维码，即可观看视频，了解更多有关此获奖案例的资讯：

在合适的平台上将合适的内容及时且程序化地分

发给合适的人。微信与微博借助它们的DSP工具

（广点通和粉丝通）在各自的平台上程序化地分

发内容；电商渠道的阿里巴巴和京东则使用它们

的实时竞价定向功能；另外在传统的搜索引擎渠

道则通过购买关键词来完成。

动态内容创建

内容分发

测量与优化


我们在中国开发的系统化搜索，是为了帮助客户面对全新的消费者搜索行为所带来的挑战。中国的数字化格局有其独有的特点（如BAT的围墙花园、意见领袖和社交平台的重大影响力），注定需要新模式新途径。而系统化搜索也与我们整体的策略方法高度契合。

系统化搜索源于系统化思维

在我们发展系统化搜索的第一个案例中（第7页的SK

II案例），我们的搜索专家意识到，仅靠他们自身无法

达到我们的客户宝洁所要求的结果。因此，他们联合

社交和电商团队，一起寻找能够直接打通百度、天猫

和微博的更好的解决方案。

而系统化搜索也源于我们一个坚定的信念，即我们始

终认为整体性思考优于孤立思考。当今融合的媒体格

局比任何时候都证明了，整合不同领域要比分开策划

管理它们更为成功。

我们把这一理念称为系统化思维。我们相信，在我们

客户品牌的传播生态系统中，一切都是互联互通的。

我们还相信，先进的传播策略需要打破各领域的壁

垒，唯有联合专才和通才方能实现。

为了促进所有客户团队的这种协作，我们刚刚推出了

一个协作平台，名为“The System”。“The System”

可以让我们连接世界各地的竞立人，也可以跨领域连

接，组成多维度团队。

在该平台上，每个人都可以访问同样的数据，从而

实时贡献自己的想法和专业知识。而且由于每个人

在“The System”上还能访问所有的案例研究，我们

有信心系统化搜索将很快普及全球。毕竟，搜索行为

的转变并不仅仅是中国才有的现象。


在西方，各大巨头主宰着数字世界：亚马逊主导电商，但很少涉

猎其他领域；Google是一个很好的搜索平台，适合用来查找视

频和地图，但没有与商务或社交相连；Facebook和Twitter也

同样专注于他们最擅长的事。这是一种非常垂直的模式：专门

深入研究某领域，但几乎没有整合。

然而，在中国，数字世界的结构是水平的。尤其是阿里巴巴和腾

讯，两者均提供了众多互联互通的应用程序和服务。消费者不

用离开所在的生态系统便能实现社交互动——内容——购物

的无缝连接。

有趣的是，一度在搜索领域叱咤风云的百度却在这场整合竞赛

中掉了队，并未提供整合型的社交或商务服务。阿里巴巴和腾

讯则健全了自己的生态系统：

中国互联互通的生态系统注定需要互联互通的方法

这可能解释了为什么从市值来看，百

度落后于阿里巴巴和腾讯：

百度阿里巴巴腾讯

4710亿美元

搜索

电商无

社交无

身为系统化思维者，我们开发系统化搜索的其中一大原因是我们热衷于打破搜索、社交和电商之间的壁垒。但还有一个结构性的原因促使我们开发出系统化的搜索方式：BAT的生态系统花园。

5330亿美元

880亿美元


中国数字格局中还有一个主导企业已发展成为当今生态系统融合大潮中的一个主力军，它就是京东。与阿里巴巴和腾讯颇为相像，京东也在试图打造一个完全整合的内容与商务生态系统，从而开辟新的可能性。

去年，京东推出了黑珑科技和JingX，叫板阿里巴巴的Uni Desk。两个工具均能让广告主用京东电商数据去匹配

其他媒介平台的用户——例如今日头条（新闻）、爱奇艺（视频）或百度新闻。黑珑能将用户导向京东以外的网

站，而JingX则始终导向品牌在京东的页面。

因此，两大电商巨头如今都能为各自平台上的购物者分配单一用户ID，从而在中国几乎每一个数字平台上跟踪及

定向用户——Uni Desk只在阿里巴巴的生态系统里，而黑珑则几乎无处不在。

这就形成了我们所谓的“生态系统商务”：根据消费者的电商购买记录、内容偏好、社交兴趣与数字行为来定向

消费者。传统上，品牌仅定向购物平台“内”的消费者，以此提升品牌商店的流量并提高转换率。但在生态系统商

务中，无缝连接互动点与交易点变成可能。

生态系统商务为品牌带来了更为庞大的规模，即使从中国标准来看也是如此。例如，京东网站的日访问量约为

3500万。但是，一旦开始联合新的合作伙伴来定位用户，这一数字便能迅速增长。今日头条拥有1亿的日访问量，

爱奇艺的日访问量接近2亿，我们现在能够根据这些用户在京东的购买行为与他们沟通。

下一个开拓领域：系统化商务

阿里巴巴

站内商务生态系统商务站外商务

JD.COM

腾讯（通过京东）

Uni Desk

Jing X 和黑珑

京腾（通过京东）

零售通和盒马

京东便利店和 7Fresh

智能零售

系统化商务


“站外商务”将实现线下购买数据和地理位置数据

的整合。阿里巴巴和京东正在中国的数千家便利店安

装追踪设备，而腾讯得益于小程序则早已完成这一部

署。站外商务必定变革我们对中国消费者的营销方

式，因为线下购物和地理位置数据能让我们终于看

清全局。

当我们开始将站内、站外和生态系统商务视为一个整

体系统来管理时——这就是我们所谓的“系统化商

务”——那么，不管消费者在哪，我们都能在与消费者

互动的同时将他们的兴趣转化为销售。

我们期待系统化商务将在中国的数字广告领域发挥

越来越重要的作用，而竞立中国目前正在市场上搭建

系统化商务的框架体系。

敬请持续关注系统的发展。

已经应用此方法的客户：

卡地亚是首个尝试微信搜索功能的品牌，也是首

个推出微信搜索活动的奢侈品牌。这一全新功能

的测试版有助于我们全面学习并体验微信搜索，

然后将经验总结运用到系统化搜索的开发之中。

舒适达获得了阿里巴巴战略中心的优先访问权，

这使我们能够访问阿里巴巴生态系统中各个平

台的数据，从而获取消费者的端到端视图。我们

可以在不同的触发时机，用更好的内容定向消费

者，从而实现更佳的业绩。


根据大量经验，我们提取了六个普遍的知识要点，帮助品牌更有效地应用系统化搜索。

优化搜索方法的快速指导

这有助于您针对您的品类去了解消费者是如何使用搜索功能的，以及他们期望在搜索结果中看到什么。

1

您可能会对您的消费者常用来搜索的平台感到惊讶。对有些品类而言，垂直网站和大型媒体平台一样重要。

2

用户在不同平台搜索时会期待看到特定类型的内容。例如，在社交平台上，他们想看到的是意见领袖在小视

频中给出的观点，而在电商平台上，他们想要的是产品和促销信息。

3

一如既往地，对于搜索而言，将用户导向正确的着陆页十分重要。随着搜索出现新的形态，这意味着需要将用

户导向一些新的目标页，在社交平台这有可能是您的社交平台商店，在搜索引擎会是您的官网，而在电商平台

则是您的网上商店。

4

在有些平台搜索尚属新功能。一些交互形式，如搜索引擎优化，仍在研发中。市场在未来将提供更多商业化合

作的机会。所以要不断尝试和学习，为品牌找到吸引用户的最佳途径。

5

我们千万不能忘记数据。与搜索引擎中的传统搜索一样，应尽可能多地获取网站和媒体活动的数据，努力找

到带来最佳收益的因素并优化它！

6

以上6个知识要点是成功实施系统化搜索方法并在各个广告活动中加以应用的根本要素。把握这6个步骤，品牌

就能理解、规划、学习和制定适合自身的方法。

了解您的消费者如今如何在各大平台上使用搜索。

同时关注非主流平台。

根据用户的搜索需求，为用户创建合适的内容让他们体验您的产品和品牌。

确保您将用户导向正确的地方。

不断尝试和学习。

千万不要忘记数据。


系统化搜索改变了我们研究消费者搜索行为的方式。我们的方法能够帮助品牌更好地了解消费者在不同渠道搜索时需要什么内容；它为营销者展示了如何在消费者的购买路径上更好地连接消费者；也为媒介管理者在优化各平台的搜索预算分配上提供了指导。

中国正在凭借系统化搜索为其他市场的未来绘制蓝

图。由于不同市场中存在不同的参与者和平台，系统

化搜索必然要在当地本土化。但全局性地看待搜索

并清晰聚焦真实的消费者行为，这个概念可适用于

全世界。

忽视系统化搜索方法并且“墨守成规”，就意味着错

失连接消费者、走进消费者的情感和提高转化率的

宝贵机会。

电商和社交现已成为消费者日常生活的一部分，我

们必须在搜索方法中利用好这些渠道。毕竟，在任

何一个消费路径中，搜索对转化而言都是首个且最

为重要的步骤，因为这是消费者第一次主动参与到

和品牌的对话当中。

随着全球的数字巨头将继续推动数字领域向前发

展，扩大自身的生态系统并提升整合能力，对系统

的方法的需求就会日益增加。所以，虽然系统化搜

索可以是，也将仅仅是拼图中的一块，然而却是至关

重要的一块。

系统化搜索：拼图中重要的一块

Marketers have never lived and worked in more exciting, opportunistic and uncertain times. How can you stay on top of the newest ideas, the latest trends and the most successful content and connections? It’s easy:

Subscribe to our monthly BLINK newsletter.www.mediacom.com/blink

If you want to have a chat with us or are curious to understand how MediaCom can help your business apply search successfully, please contact us directly:

CHRISTIAN SOLOMONChief Digital Officer MediaCom ChinaJinBao Building No. 89 Jinbao Street, BeijingT: +86 10 8513 [email protected]

PETER PETERMANNChief Strategy Officer, MediaCom China21F, WPP Campus, 399 Hengfeng Road, ShanghaiT: +86 21 2405 [email protected]

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SYSTEM SEARCH 系统化搜索€¦ · your search engine. People searched to find a brand’s website. They searched for stores near them. They even typed in the word “amazon”