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As the leading search engine in China, Baidu plays a crucial role in the digital marketing strategies of brands aiming to penetrate the Chinese market. Keeping up with the latest marketing trends on Baidu can provide brands with a competitive edge. Here are some emerging trends and practical tips for leveraging Baidu’s capabilities effectively.
1. Integration of AI and Machine Learning
Baidu has been at the forefront of integrating artificial intelligence (AI) and machine learning into its marketing tools. These technologies enhance ad targeting and optimization, allowing brands to deliver personalized content more effectively. For instance, Baidu’s AI-powered “DuerOS” platform offers voice search capabilities, providing brands with new avenues for engagement.
2. Rise of Native Advertising
Native advertising is gaining traction on Baidu, blending seamlessly with the user experience. These ads appear in formats that match the look and feel of the content around them, increasing their effectiveness. Brands can utilize Baidu’s “In-Feed Ads” to reach users within their content consumption journeys, such as news feeds and forums.
3. Increased Focus on Video Content
Video content continues to dominate the digital landscape, and Baidu is no exception. Baidu’s video platform, Haokan, and its integration with iQiyi, a popular video streaming service, offer brands opportunities to create engaging video ads. Short-form videos, in particular, are seeing higher engagement rates and can be an effective medium for storytelling.
4. Enhanced Mobile Marketing
With mobile internet users surpassing 1 billion in China, mobile marketing on Baidu is crucial. Baidu’s mobile ecosystem, including Baidu Maps and Baidu Tieba, provides diverse touchpoints for reaching mobile users. Brands should focus on mobile-optimized ads and ensure their websites are responsive to mobile devices.
Case Study: Leveraging Real-Time Trends
During the recent Double 11 Shopping Festival, a major international fashion brand capitalized on Baidu’s marketing trends. By utilizing AI-driven personalized ads and native advertising formats, the brand saw a 60% increase in engagement and a 45% boost in sales. The integration of short-form video ads on Haokan further enhanced their campaign, resonating well with the mobile-centric audience.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation！ info@pltfrm.cn
