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Editor's Notes

1. Hello, my name is Chuyun Zhang. I chose Baidu and this is the Baidu’s full digital marketing strategy.
2. Baidu is a Chinese web services company headquartered at the Baidu Campus in Beijing's Haidian. Baidu started from the search engine service. And it’s slogan is, “Baidu once, you will know.” It is the biggest opponent of Google in China. So the most frequent message Baidu communicates is that this website can provide people easy and reliable search engine. Same as it's slogan, Baidu's key messaging is very simple and easy to understand. Baidu developed subsidiaries.
3. The current target audience for Baidu is the netizen which includes young people age in 18-25 and middle age people age in 30-45. Young people group are mostly students and people who just start working. So Baidu’s products are best and most convenience for them. Ages 30-45 are almost householders and housewives because their consumption habit are suitable with Baidu’s promotion, such as, Groupon, discounts, or door-to-door visit service.
4. My big idea for Baidu is the campaign of Baidu will include two ways, website interaction and one game. Baidu’s campaign will target both two audience groups, young people and middle age people. In order to attract young people, the campaign designs the mobile game and make a Facebook Fans Page to post all elements which involving the company. And to ages 30-45, Baidu can create a party of sales with a large quantity of promotion code and Groupon code. To make our audiences involved, Baidu can use several channels to go through.
5. If the campaign is successfully hold, Baidu will measure for three weeks. And the main goals are increasing the download of Baidu’s mobile app, attract more target audience, and the increase of the awareness. The measurements include the app download, click, likes and share on social media. For the mobile game, we will measure how many people participate in this game. If the numbers higher than our expectation, the campaign will be successful.
6. Baidu is using seven online channels for marketing include three foreign ways, Facebook page of Baidu USA, Baidu Commercial on YouTube, and Baidu Hiring by LinkedIn. Otherwise, there are two webpages of Baidu are also used for communication and releasing news, Baidu Research and Baidu News.
7. For the mobile game, young people will always be attracted by some mini games, such as, 2048, crossing road and etc. So Baidu can design a mini car pooling game and set a list of the reward. For example, And for the middle age audiences, Baidu may create one hour crazy Groupon, five times a day. And the category everyday is different. This can attract people to pay more attention on all days in this campaign.
8. The campaign will last at least 21 days, equal to three weeks. Each week will involve at least 35 hours so this will be at least $35,000. The campaign will start on December 7th so that it can use the Christmas and New Year to boost. The display ads will cost around 300,000. And Baidu uses television and radio advertising. The radio advertising will cost $5,000 for the prime time everyday. Promoting Facebook fans page for three weeks will cost $1,500. The development of the mobile game will cost no more than $15,000. The app is free to download and the mobile game will also be free. There will be two television commercials before Christmas and New Year with the cost of $25,000. So the final summary, the total cost of Baidu’s campaign will be $380,000.
9. In the future, Baidu is planning to develop Nuomi app, explore international market, such as, Canada, United States, and Spain. Also, Baidu wants to increase the download of its mobile apps.
10. Thank you all for your listening and participation. If you are interest in more information of Baidu, please visit www..