视播时代的营销演进：从刷视频到搜内容

Core Insights - The evolution of China's digital marketing ecosystem has led to short video live streaming becoming a mainstream marketing tool for both B2C and B2B enterprises, with platforms integrating content, search, and e-commerce into a super ecosystem [1] - By 2025, a significant shift in user behavior is observed, moving from passive video browsing to active content and product searching, with Douyin e-commerce's "full-domain interest e-commerce" strategy showing a 49% year-on-year growth in shelf e-commerce GMV, accounting for nearly 50% of total sales [1] Group 1 - The reliance on recommendation algorithms for explosive hits is insufficient for long-term growth, necessitating a more robust strategy termed "search dominance" to complement recommendation traffic and achieve precise traffic acquisition [3] - The transition from interest-based recommendations to keyword searches is driven by information overload, making it increasingly difficult for users to find precise information solely through recommendations [3][5] - Douyin's daily search volume has surpassed 400 million, positioning it as China's second-largest search engine, indicating a shift in user needs from browsing to searching for specific information [5] Group 2 - Search traffic is noted to have a conversion rate up to 12 times higher than recommendation traffic, emphasizing the importance of search strategies for businesses [6] - The concept of "search dominance" differs fundamentally from traditional SEO, as it focuses on user experience and engagement metrics rather than external links [7] - The matching process between user interest tags and video content tags is crucial for effective search results, with key performance indicators including video watch duration, interaction rates, search click-through rates, and retention rates [13][16] Group 3 - The significance of search dominance lies in three main areas: trust endorsement, traffic interception, and algorithmic probability, which collectively enhance brand visibility and market positioning [18][20][22] - In B2B sectors, a strong visual presence in search results can imply industry leadership, thereby increasing brand trust among potential customers [19] - The strategy of occupying multiple positions in search results can limit competitors' visibility, creating a zero-sum game where gaining visibility translates to capturing consumer attention [20] Group 4 - The overarching goal of the internet, including video and future AI technologies, is to facilitate efficient matching between people and information [23] - Effective matching relies on understanding buyer and seller information, data, and tags, which are essential for achieving precise targeting in marketing efforts [24] - The ongoing exploration of how to leverage search dominance for cost-effective and scalable precise traffic will be further discussed in future sessions [26]