Core Concepts - Search Engine Optimization (SEO) enhances website visibility on search engines through content optimization, keyword placement, and link building, resulting in a 40% increase in organic traffic and a 15% rise in order conversion rates for a men's clothing e-commerce site within three months [1] - Search Engine Marketing (SEM) involves paid advertising on search engines to quickly gain traffic and visibility, with a case showing a cost per click of 8-12 yuan and over 300 monthly customer acquisitions for a test preparation institution [3] - Generative Engine Optimization (GEO) adapts to AI search models by using structured data and semantic density to ensure brand content is recognized as authoritative, leading to a 120% increase in product inquiries for a new energy vehicle brand [4][5] Advertising Types - Portal Display Advertising utilizes high-traffic websites for brand exposure, exemplified by a car brand achieving over 5 million daily impressions during a campaign [6][7] - Information Flow Advertising integrates ads into content streams, achieving a 3.2% click-through rate for a beauty brand targeting specific demographics [9][10] - Product Placement Advertising embeds brands into media, with a notable case of a mobile game collaboration leading to a 12% sales increase for Coca-Cola [11] Content Marketing - Content Marketing focuses on creating valuable content to build trust, illustrated by a maternal brand gaining 10,000 followers through a dedicated parenting guide [12][13] - Forum Marketing engages users in discussions on niche platforms, enhancing brand perception through interactive content [14] - Soft Article Marketing uses storytelling to subtly promote brands, with a health product achieving over 50,000 reads through relatable narratives [15] Social and Community Marketing - Community Marketing builds user relationships through shared interests, leading to a 40% higher repurchase rate for a yoga studio's members [22][23] - Private Domain Marketing converts public traffic into brand-owned traffic, achieving a 35% repurchase rate for a beauty brand through personalized outreach [24] - Scene Marketing creates specific consumption scenarios to stimulate purchase desires, resulting in a 20% sales increase for a coffee brand [27] KOL/KOC Marketing - IP Building focuses on creating recognizable personal or brand identities, with successful examples like Li Jiaqi generating over 100 million followers [33] - KOL Marketing leverages influential figures for brand exposure, as seen with a mobile brand achieving over 500 million views through a KOL collaboration [34][35] - KOC Marketing utilizes real user experiences for product recommendations, leading to an 80% sales increase for a niche skincare brand [36] Public Relations and Reputation Management - Word-of-Mouth Marketing encourages users to share positive experiences, with a restaurant's satisfaction guarantee boosting ratings significantly [37][38] - Public Relations focuses on conveying brand values through events and media, enhancing brand reputation as demonstrated by a sports brand's community initiative [40][41] - Crisis Public Relations manages negative events through swift responses, effectively reducing negative sentiment by 80% within 72 hours for a food brand [42] Emerging Technology Marketing - AI Marketing employs artificial intelligence for content generation and customer service, improving efficiency by three times for an e-commerce platform [43] - Data-Driven Marketing analyzes user behavior to create targeted strategies, resulting in a 25% sales increase for a clothing brand through tailored offerings [44] Platform-Specific Marketing - E-commerce Marketing optimizes online store operations and participates in platform events, leading to a threefold sales increase during promotional activities [45] - Mobile Marketing targets mobile users through app store optimization and in-app promotions, achieving a 2000+ daily download increase for a video editing app [46] - Live Streaming Marketing combines product demonstrations with audience engagement, resulting in significant sales boosts for brands during live events [47][48]