Heuristic Search Making Brand Marketing More Certainty
- On November 16, 2022
- brand marketing, heuristic search, search marketing
How is the problem of advertising well analyzed within an economics framework? How can the Internet traffic problem be well analyzed in an economics framework?
Whether it is an advertising issue or an Internet traffic issue, the purpose of the discussion is to improve the efficiency of brand traffic, that is, how to find high-quality and cost-effective traffic? And how to accurately track traffic and brand audiences, increase conversion rates, and optimize delivery effects?
There is no unified answer to these questions, so it is urgent to find a better solution.
“Heuristic search” starts from user search scenarios to find better performance of marketing effects.
1. Guide users step by step
There are many ways to attract traffic. Users who search for sources are more likely to become fans of the brand, and their willingness to consume is also higher. The per capita order volume can reach 3 times that of users from other channels.
Through different searches, users’ memory of the brand can be strengthened, and it can also help users to recognize the brand more effectively.
The introduction of multiple scenarios such as hot list and keyword search not only ensures the maximization of traffic, but also reduces the user’s resistance to “advertising” due to its diversity, and ultimately reduces the churn rate of users. Fully stimulate the marketing value of search, save trial and error cost and time for brand marketing and operation, and bring more certainty.
2. Heuristic search injects more certainty into brand marketing
A huge amount of engine data shows that 57% of users are used to browsing first and then searching, completing the transition from searching only when they have a clear need to searching while being inspired by the content. “Heuristic search” has become a new search trend for users .
The reason for such a change in user needs is nothing more than the fact that the current content is too complex and homogeneous, and it is difficult for users to find high-quality content that suits them with limited energy, and heuristic search helps users simplify the process of selecting information.
Whether searching or information flow, it is a way to meet people’s information acquisition needs. The difference is that search corresponds to specific information or service needs, while information flow tends to be an active supply of “finding people with information”, while search + information flow satisfies two different needs.
The core value of search + information flow is also very simple: for users, they can obtain convenient, accurate and efficient active + passive information acquisition, which is also the long-term value of Douyin’s “heuristic search”.
What attracts users’ attention is nothing more than interest and information ratio. When a brand’s content has occupied multiple high-frequency scenes for a long time, the intuitive and eye-catching search products and search bids can leave a deeper impression on users. , drive users to actively search, find brand information, efficiently recall and accumulate traffic when they need it in the future. Behind the “inspiration” is essentially a filtering of content and a deep binding of users and brands.
For brands, based on the user’s search intention, the chain from marketing to transaction can be shortened, so as to achieve higher retention and conversion, which reflects the value of Douyin search interest.
With increasingly complex content, users’ memory of the brand is limited, and a unified interface is needed to gather these high-intent users and prevent the loss of traffic. Moreover, this closure cannot be forced, otherwise it will easily arouse the disgust of users, and it should be more inclined to the spontaneous behavior of users, so that the ability of searching for efficient closure and conversion will be reflected.
Once a user who is interested in a brand starts the input action of “search”, it means that the connection between the user and the brand is further deepened.
Heuristic search is not to bluntly instill brand marketing to users, but to guide users step by step, so that users can participate and enjoy it. Under the “intermediary” of heuristic search, brands and users have subtly formed a win-win relationship.
With heuristic search as the key point, users can spontaneously participate in the interaction through hot list, interesting activities and other guidance. The public actively participates in and forms a hotspot of interaction, which is easy to be detonated and become a hotspot of public opinion.
Search marketing can bring more certainty to brand marketing and achieve double breakthroughs in brand influence and business transformation.