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ad:tech Shanghai 2008. Breakout Session SEM – Strategies & Tactics 搜索引擎营销 (SEM) - 战略和战术 1:30pm to 2:25pm Moderator: Maggie Guan, Director of Client Services, The CCG Group Speakers: Laker Chen, CEO, Sinotech Search Shen Haoyu, VP Business Operations, Baidu

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ad:tech Shanghai 2008

Breakout SessionSEM – Strategies & Tactics 搜索引擎营销 (SEM) - 战略和战术

1:30pm to 2:25pm

Moderator: Maggie Guan, Director of Client Services, The CCG Group

Speakers: Laker Chen, CEO, Sinotech Search

Shen Haoyu, VP Business Operations, Baidu

Cameron Cowan, Account Manager APAC, Omniture

Remus Li, Founder & CEO, Search Frontier


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Discussion points:

1, 百度, Google 中文 ,雅虎中文,中搜 ,新浪,搜狐,TOM,网易中文推广

2, SEO and PPC in China

3, Future of offline marketing in China and how to apply analytics to offline marketing? Will baidu develop this part?

4, English site and English advertising for Chinese companies

5, Web Analytics in China, market share of web trends and omniture

6, Analytics based marketing and its future

7, What should we track and why?

8, What tactics will you suggest for SEM marketing?

SEM – Strategies and Tactics


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SEM – Strategies and Tactics

  • Internet Advertising was the fastest growing category of media spending last year and will remain so through 2012

  • Search based sales were the key driver of this growth

  • Global online advertising spend grew 33% to US$49.5 billion (S$68.1 billion) last year

  • Total may reach to US $120.4 billion by 2012

    The Straits Times

    Friday, June 20 2008


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Understanding yourself/others- Size- Product / services

Understanding marketing- Positioning in the market- Competitors- KPI

Understanding SEM- SE- google, bad, yahoo, youtube- Vertical directory and local search marketing, map marketing- Organic and ppc system

(Q1:Tactics on using 百度, Google 中文 ,雅虎中文,中搜 ,新浪,搜狐,TOM,网易中文推广?)

- How website content affects Search in Chinese? English sites?

(Q4: English site and English advertising for Chinese companies?)

SEM – Strategies and Tactics


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New technology integrated marketing

(Q2: SEO and PPC in China)

Technology -Traditional marketing vs.New marketing- more visual-newspaper-radio-TV-mobile-computer(internet)- Web tracking of offline media

(Q3: Future of offline marketing in China and how to apply analytics to offline marketing? Will baidu develop this part?)

Web 2.0 – Social networking Marketing

- ppc system can targetits viewer group by job title, age, location

Second life, lively - 3D marketing

Analytics based marketing

SEM – Strategies and Tactics


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Strategies:- 知己知彼,里外结合

- Interactive with customer Quality, innovative products + unique, practical marketing + reasonable price

- Service, service, service- Long term thinking

-Customized SEM marketing strategies

SEM – Strategies and Tactics


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What Product/Services?

- B2B, B2C,C2C

- USP- UWS

SEM – going global, local, online & offline? - Goal targeted- Web analytics- manage online & offline marketing

(Q5: Web Analytics in China, market share of web trends and omniture?)

- Online & Offline Marketing Should be Integrated

- Test & Reiterate & Leverage Analytical Tools

Web Analytics Tested SEM

- Seo & ppc

- Email marketing

- Links

- Online branding

(Q6: Analytics based marketing and its future?)

SEM – Strategies and Tactics


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Steps to start your digital marketing campaign:

Marketing budget

KPI

CPL

Ad spend

Service fee

Web Analytics tools

(Q7: What should we track and why?)

SEO – 6 months

PPC

(Q8:What tactics will you suggest for SEM marketing?)

SEM – Strategies and Tactics


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