The search engines based on horizontal and vertical search algorithm serve as the starting point of most internet activities. They are also gradually becoming a part of many business activities in the new media environment as most people who have access to the web pages are turning to search engines when in need of looking for information, products or services. What search engine aggregates range from advertisers to consumers, thus refreshing the picture of how different roles in the industry interact with each other.
What we first focus on then is how the search engine marketing works. Relevancy and key words were what people work in the new media industry are looking into. Paid search advertising is welcomed by enterprises, in which keywords matching leads people directly to view the designed content and intrigue them into purchasing. However, the paid search algorithm was once a controversial technology and trend in Chinese mainland due to a medical incident resulted from the bidding advertisement mechanism on Baidu search engine. About ten years ago, a young man was diagnosed with a rare disease and was looking for information on Baidu. He trusted a piece of paid advertisement released by the so-called “Putian medical group” which showed up in the top of all results and eventually passed away after receiving the futile treatment. This matter emphasized the importance of supervision as well as transparency in search engine. Besides, necessary optimization should be on the way like restricting certain keywords and frequently collect feedbacks from users. The reality remains that people in the business environment are still constantly applying SEO tactics to approach their target audience and improve the performance as this proved to be an effective method of winning in the information competition.
When we talk about the buying behavior, we at first break the decision-making process down and thus try to understand how consumers will think of a certain brand. The attitude sequence is interesting as it does suit different types of advertisements and triggers the purchase desire of people. One of the sequences which starts with affective and then turns to conative and cognitive features advertisement that aims at stimulating emotions and affection. In one previous class weeks ago, we have watched a piece of Google pixel 8 phone advertisement that beats Apple’s creative phone ad, in which the care for people with blindness was presented. This breaks the cliché of smartphone ads in which the advanced technology is always emphasized. Advertisement like this is eye-catching and impressive as it helps enterprises get closer to brand equity and make products or services stand out from others in the industry. In the process of analyzing a brand, we may develop the cognitive map as well. Google is taken as an example in class and we can see what kind of related concepts or ideas would be thought of when Google is brought up. For decision-makers of businesses, consistent analysis the cognitive map helps to learn about the external environment and prepares for flexible behavior like adjusting promotion strategies or releasing advertisements catering to the latest trends.
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