多年来，互联网公司持续加码搜索，探索搜索商业化路径。据CTR《2022年搜索营销预算趋势报告》显示，互联网大厂均有布局搜索广告，搜索、信息流、短视频、直播广告成为品牌的主要互联网广告投放类型。
Over the years, Internet companies have been searching continuously for codes to explore the path to commercialization. According to the CTR Search and Marketing Budget Trends Report 2022, large Internet factories have a layout for advertising, and search, information stream, short video, live advertisements have become the main type of Internet advertising placement of brands.
立足于搜索带来的庞大用户基数和丰富场景入口，百度已然成为众多品牌首选的营销阵地。在搜索商业化探索上，百度持续进行创新，将内容和服务融入搜索生态，帮助品牌打造从引流到变现的商业闭环，构建“品效销合一”的全生态营销链路，挖掘增长新机遇。
On the basis of the vast user base and rich scene entry of search, 100 degrees have become the preferred marketing position for many brands. In search commercialization, 100 degrees of innovation have been made, incorporating content and services into search ecology, helping brands to create business closures from current to realization, building “ product sales combined with & rdquo; and an all-economy marketing chain to explore new opportunities for growth.
近期，在百度“有惊喜”系列IP活动中，百度就通过打造“营销漏斗”，依托百度搜索的巨大流量，以及数字人创新交互模式，通过“搜索+品牌+话题”的营销玩法，引导域内用户讨论分享、域外用户主动搜索。同时，通过关键词搜索，百度挖掘出用户搜索背后的真正需求，将用户吸引到品牌专区的小程序或官网，促进搜索行为转化为交易行为，并通过目标人群分析进行精准复投，为搜索带来了更多商业潜力。
Recently, in 100 & & ldquo; with surprises & & rdquo; in the IP series, 100 & & & & & & & & ; through the creation of & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & ; through the & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & &, & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & &, & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & &
引领Web3.0创新营销，打造更具想象力商业场景
leads Web3.0 innovation marketing to create a more imaginative business scene
随着AI技术在营销领域的加速渗透，百度通过数字人等Web3.0时代下的营销介质，不断提升品牌链接用户的效能，为品牌打造了更具象想象力的变现场景。
With the accelerated penetration of AI technology in the field of marketing, the effectiveness of brand links users has been constantly enhanced through marketing media such as the Digital People in the Web3.0 era, creating a more imaginative landscape for brands.
在“有惊喜”首期活动中，百度AI数字人度晓晓就贯穿活动全程，不仅化身好物推荐官，为用户送出免费小样，将实用性与趣味性完美结合。此外，在倩碧与度晓晓联合推出的新品宣传视频中，度晓晓“视觉锤”的作用也帮助倩碧建立起视觉认知优势。
In “ with surprises and & rdquo; the first event, 100-degree digital people knew through the entire process, not only by sending a free sample to users, but also by combining usability with fun. In addition, in a new promotional video launched jointly with Xing Bai and Xiaoqiao, you know & & & rdquao; the role of visual hammers and & rdquao; and also helping to build visual cognitive advantages.
数字人与搜索结合的商业应用场景不止于此。在618期间，天猫通过度晓晓形象定制、搜索推荐词等方式，将活动信息以新鲜有趣的方式传递给网友；另外，度晓晓成为一加手机的星推官，通过全网搜集和生成新品的评测视频，实现评测视频的精准分发，同时挂载新品的购买链接，构建起完整宣推闭环。
Digital people and search for business applications go beyond this. During 618, Skycats transmit activity information to their friends in a fresh and interesting way by customizing their images and searching for recommended words; in addition, they become a mobile phone pusher, collecting and generating a new version of the evaluation video on the whole web, making it possible to measure the accurate distribution of the video, and also to mount a purchase link for the new item and build a complete closure ring.
未来，数字人在应用场景上的不断延伸，无疑将为品牌带来更具想象力的营销场景和创意空间，释放出更多商业价值。
In the future, the continued expansion of the digital presence on the application landscape will undoubtedly provide brands with more imaginative marketing scenes and creative spaces that will unleash more commercial value.
从公域到私域，搭建全链路营销闭环
每一个主动搜索背后，都蕴藏着用户的真实需求。当下，百度不仅能满足用户搜索背后的服务需求，还能进一步满足用户从找“内容”到找“内容+服务”的需求升级。 Each active search has a real user demand. At this point, 100 degrees not only satisfy the service needs behind the user search, but also further meet the needs of users from looking for &ldquao; content & rdquao; looking for & & & & & rdquao; content + services & & rdquao; and demand upgrading. “有惊喜”活动将所有站外推广流量集中收口于百度搜索，用户打开百度App，搜索主关键词“有惊喜”即可进入活动主会场，并随心选择品牌，领取小样。活动总曝光达到2.1亿，每个品牌词日PV增长13倍；活动中品牌机会人群从千万级扩展至亿级，意图人群到小样领取人群的转化明显提升，活动整体用户转化率达11.13%。 & & & & & & & & & & quo; activities to centralize all out-of-station outreach traffic through 100-degree searches, with users opening up 100-degree App and searching for the main key & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & ; & & & & & & & & & & & & & & & & & ; & & & & & & & & & & & & & & & & & & & & & & & & ; ; ; ; ; & ; ; & & & & & ; ; ; ; ; ; ; & ; ; ; ; ; ; ; ; ; ; & ; ; & & & & & & ; ; ; & & ; ; ; ; ; & & & & & ; ; & ; ; ; ; ; ; ; & ; ; ; ; ; ; ; ; ; ; ; & ; ; ; & ; ; & & & ; ; ; ; ; ; ; ; 同时，用户搜索各品牌关键词，即可进入品牌在百度的品牌专区，领取正装优惠券，并在品牌小程序内下单使用，大大缩短了用户进一步购买的转化路径。例如，倩碧在“有惊喜”活动中，不仅派样率达到127.8%；同时品牌小程序DAU增长27倍，日订单量增长90倍，GMV增长10倍。 At the same time, users search for brand keywords, which allow them to enter the 100-degree brand area, receive hard-load coupons, and place them on a single basis within the brand small program, significantly shortening the transformation path for further purchases by users. For example, Tsingbai is in “ surprises & & rdquao; not only is the sample rate at 127.8%; while the brand small program DAU has grown 27 times, the number of daily orders has increased 90 times, and the GMV has increased 10 times. 百度搜索不仅是品牌提升曝光的重要渠道，更能帮助品牌实现从公域引流到私域沉淀，再到用户不断转化裂变的过程，从而打造全链路营销闭环。 A 100-degree search is not only an important channel for raising the visibility of brands, but also helps brands to attract from the common domain to the private domain, and then to transform the process of fission by users, thus creating full-link marketing closures. 精准触达目标人群，建立品牌长效经营机制 Precision to target populations, setting up brand long-acting mechanisms 在品牌营销中，如何帮助品牌精准触达目标人群，建立长效经营机制？其中，对于人群的精准分析、营销过程的科学度量必不可少。 In brand marketing, how can brand precision be helped to reach the target population and long-term business mechanisms be established? Among these are the scientific measures necessary for the accurate analysis of the population and the marketing process. “有惊喜”活动就以活动IP和品牌势能为牵引，通过前段激发认知人群产生兴趣，中段吸引意向人群驻足互动，后段促进行动人群转化留资的方式，帮助品牌积累人群资产。 & & ldquo; surprises & rdquao; activities are driven by activity IP and brand power to generate interest among the cognitive population through the preceding paragraph, which attracts the intended crowd to interact, and the latter by facilitating the transfer of funds from the action community to help the brand build up the assets of the group. 这背后，百度AIA-GROW的作用不可忽视。AIA-GROW是基于百度的媒体价值优势及用户行为路径、用户覆盖数据等底层逻辑而打造的营销科学和度量体系，通过全链路数智经营帮助品牌精准触达目标人群，高效促成转化，同时评估不同人群的投放效果，使整体投放效果可衡量可优化。 Underlying this is the role of 100-degree AIA-GROW. The AIA-GROW is a marketing science and measurement system based on 100-degree media value advantages and underlying logic such as user behavioral paths, user coverage data, etc., which helps the target population to achieve brand precision through full-link digitization, efficiently effecting transformation, and assessing the impact of different groups of people in terms of delivery, making the overall impact of investment optimal and measurable. “有惊喜”活动以强互动、高转化，获得了更多品牌的关注和青睐。据悉，百度“有惊喜”系列IP活动第二期在8月31日-9月7日推出，联动希思黎、娇韵诗、倩碧、科颜氏、植村秀、阿玛尼、祖玛珑七大美妆品牌探索营销新玩法，这也再次展现出百度搜索源源不断的商业化价值。 & & ldquo; surprises & & rdquo; events with strong interaction, high transformations and increased brand interest and popularity. 100 & & & & & rdquo, as reported. The second phase of the IP series, launched on 31 August and 7 September, brings together Heathley, Chronology, Tsing Bei, Co-Yanzi, Shimura Show, Amani, and Zuma Seven Dows to explore new ways of marketing. 未来，搜索内容、场景多元化趋势的加强，以及搜索技术能力的不断提升，将带来更多商业化想象空间，百度也将持续发力搜索商业化创新，助力品牌在进行全链路营销的同时，完成用户资产沉淀和转化，实现用户与品牌的双赢。 In the future, the increase in search content, the trend towards diversity of scenes and the increasing technological capacity for search will lead to more commercial imaginations, as will the continued effort to search for commercial innovations, enabling brands to achieve asset deposition and transformation along with full-link marketing, and a win-win between users and brands.
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