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Don E. Schultz: Baidu Is A Very Important Platform For Brand Building

Stocks in this article: BIDU

BEIJING, Nov. 26, 2013 /PRNewswire/ -- On November 21, 2013, America's most prestigious marketing master Don E. Schultz flew to China to attend the annual Baidu Moments Marketing Ceremony, which is also the second time for Don E. Schultz to attend the top event since Baidu Moments theory was born in 2012. During the activity, Don E. Schultz shared the six latest marketing changes and challenges in the world in 2013 and reinterpreted the SIVA (Solution, Information, Value, and Access) theory. At last, Don E. Schultz pointed out that the SIVA theory has taken root in China and Baidu is a loyal practitioner of the theory.

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Why did the octogenarian elder so readily travel to China to attend the activity held by the internet company for two consecutive years?

Don E. Schultz thinks China is undergoing a marketing revolution in which traditional marketing theory has been unable to adapt to the needs of brand building in the digital age. As consumers' ways of getting information diversify, barriers to information availability are lowered, intelligent terminals spring up and consumers' degrees of brand preference are reduced, posing an unprecedented challenge to brand advertisers. Meanwhile, the development of Chinese marketing theories and the marketing ways of brand advertisers are rather lagging behind. Nevertheless, with Baidu, China meets the basic conditions to see a marketing revolution.

In the view of Professor Don E. Schultz, people make a wide use of search engine platforms such as Baidu to obtain information, compare values, confirm the solution to problems and seek problem-solving entrances, which happens to coincide with the SIVA theory and completely replays the whole process of the SIVA theory. The largest differentiation characteristic of the Baidu platform is, with consumers as the starting point, understanding and tracking the demands of consumers and the whole decision-making process through the excavation of behavioral data.

Baidu Moments focuses on discussing the key moments influencing consumer behavior, while these key moments are contained in the different decision-making stages mentioned in SIVA. Baidu can not only help brands capture these key moments, but also provide corresponding products and ways in different key moments to enable enterprises to pass on brand information to consumers, communicate and dialogue with consumers in real time, set up close relationships and help enterprises effectively build brands.

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