We are very happy to announce that our team is growing, and so are our offices, not only in the Nordics but also in Shanghai! The NBH family is getting bigger, with different skills to deliver the best to our clients.
Our largest team is located in Shanghai, where our colleagues consist of everything from copywriters, graphic designers, account managers, and PR, to SEO -and SEM specialists. Our NBH family in Shanghai has now moved to our very own office, centrally located in the Jing’an district.
We look forward to receiving visits from our clients in China and soon also Europe! A warm welcome to our office in Shanghai!
If China is an important market for your company, then Baidu should have the same priority as your Google strategy.
Baidu can easily be described as “China’s Google”, and if you take a quick look, there are many similarities, partly in appearance, but in terms of search engine, SEO and SEM there are a lot of differences.
In China, whenever you want to search for something you “Baidu it”, and to reach the top of the search result, your Baidu strategy is fundamental.
Are you aware of how you and your competitors appear in searches on Baidu?
This guide will give you deeper insight into succeeding with Baidu SEM. We will answer questions such as the difference compared to Google and what’s important to think about when it comes to Baidu SEM.
We’ll give some figures to understand the usage and importance of Baidu in China.
Baidu No. 1 search engine in China
Although China is one of the most important markets for many companies, Baidu is still relatively unknown to many.
Many people think that a Chinese-language website is enough or that the google strategy works as fine for Baidu, but this is not the case. You have to adapt your digital marketing strategy for China, and including China’s No. 1 search engine could be a very good first step.
Investing in Baidu SEM will get you:
Impressions
Clicks
Directs leads
More understanding of your China market
Baidu SEM (PPC)
Baidu SEM (Search Engine Marketing) can also be referred to as PPC (Pay-Per-Click) or ads on Baidu.
Baidu PPC can be a cost-effective way to get a higher, or perhaps top result on Baidu. These kinds of Baidu ads can also be added with images, such as product pictures or special campaign images.
Most importantly is that you adapt the ads for your targeted audience in China and perhaps market yourself with the right timing. This should be included in your marketing content plan.
Example of Baidu PPC ad including promotional images.
SEM and SEO, are all about keywords. What will the potential customer search for and what would be your keywords in China?
Once you have your ad live, and the user searches for related keywords, they will find your ad in their search result, and hopefully among the top results.
CPC (Cost-Per-Click)
Every time someone clicks on your ad there will be a CPC (Cost-Per-Click). The cost of the keywords (the CPC) depends on the bidding of the keyword, in other terms, how competitive the targeted keyword is.
Market your landing page
In order to get a good first impression, why not market your landing page in search results?
Take the chance and market your webpage according to your brand guideline and targeted audience in China. Show your products and services in a tasteful and “want to know more of” way!
Example of a Baidu ad, promoting their landing page and products
Directs communications with your costumers
One popular and beneficial function that Baidu SEM has is to add a contact form directly in the ad. The consumer can in quickly way leave their phone number and company name. You can then easily return to the client and answer their questions.
This service is very appreciated among Chinese consumers because it offers the possibility to get in touch with you in a fast and more personal way. It is a very effective CTA (call to action) because it encourages the consumer to make a quick decision to get in contact with you.
Baidu ad with contact form
Track your performance with Baidu SEM
As with all marketing, it is essential to be able to measure your results. No matter what marketing activities are being done for a company, data is the key to getting knowledge about your performance.
Knowing your performance will take you one step ahead in optimizing your digital marketing in China.
NBH believes in transparency and we always want what’s best for our clients. Please read more about how NBH works with data tracking: Data tracking in China.
How NBH can help you with Baidu SEM?
NBH has years of experience creating ads (SEM) so that companies easily can be recognized, creating relationships, and direct leads.
We develop your Baidu SEM strategy and make you competitive in the market. We create a tailor-made keyword list for Baidu and create ads aligned with your brand and specialized for your Chinese audience. To be competitive, we do the daily operation of Baidu SEM, including bidding keywords.
We also offer monthly reports in English in order for you to take ownership of your digital marketing in China.
Book a free consultation meeting with one of our sales representatives. Together we discuss your specific needs and get to know more about how we can help you use Baidu SEO and SEM in your marketing strategy for China! Book a meeting, here.
Alibaba is one of the biggest eCommerce companies in the world, owning eCommerce sites such as Tmall and Taobao, with millions of users every day. This week, on the 13th of September, Alibaba held its summer event in Germany to give the latest insights into digital marketing and eCommerce in China.
NBH always wants to stay ahead when it comes to digital marketing in China and NBH had the chance to attend the event.
During the event, Alibaba gave insights into:
New developments
Alibaba ecosystem
New trends within consuming and digital marketing
… And much more!
Alibaba gave up-to-date insight and knowledge of new trends within live shopping, metaverse and so much more! The tech industry is really moving fast and the creativity and possibilities have no limit.
Also, we had the chance to meet interesting people, network, and exchange knowledge about business in China!
“Thank you to Alibaba Group, Tmall Global, and especially to the Tmall Global BD team! Also, big shoutout to April Zhong that held a great speech about the advantages for global brands on Tmall” said, Max Twisselman, Business Developer at NBH.”
Max Twisselman, NBH Business Developer, togteher with April Zhong, Tmall Global
The Moon festival is taking place this weekend September 10th. The Moon festival, mostly known as the Mid-Autumn festival and Mooncake festival, is one of the biggest holidays in China!
With this said, if you are a marketer operating in China, this festival is also important for you!
Mid-Autumn Festival is well known for its Mooncakes. During the festival, people buy mooncakes as gifts to family, colleagues, partners, clients, and friends. This is something that brands have picked up over the years. Brands take the chance to market the finest and most creative gift boxes with innovative mooncakes flavors!
In this insight, NBH will give you a brief introduction to the Mid-Autumn Festival. Why -and how is it celebrated, and most importantly, how do brands market their Mooncakes 2022?
Here is a sneak peek of our Mooncake gift box 2022.
NBH Mooncake gift box 2022
The celebration of Mid-Autumn Festival
The festival has a history of over 3000 years and has therefore many meanings and mythic stories. It is celebrated on the 15th of the 8th lunar month after the Chinese lunar calendar. The festival’s custom is to worship the moon and thank it for the harvest.
Today, the holiday is known for gatherings with family, having dinner, welcoming the autumn, and eating mooncakes!
This year the festival falls on the 10th of September and is celebrated until the 12th of September.
How does brands “celebrate” the Mid-Autumn Festival?
Mooncakes and various decorations can be found in the shopping windows, weeks before the festival! The mooncake has truly become the symbol of this holiday, and brands almost compete to make the most creative mooncake gift boxes.
NBH has dived into how global brands have chosen to market their mooncakes this year 2022!
Looking into social media -and eCommerce platforms the feed is full of gift boxes, mooncake tutorials, pictures, and mooncake hauls.
NBH gives you a few examples:
Dior
Dior, did a comeback this year by doing a spectacular mooncake box with different flavors. Here is a post taken from the lifestyle platform Little Red Book, read our Little Red Book guide here.
Dior Mooncake box 2022. Images via the social media platform Little Red Book.
Mercedes Benz
Picture: @Elvira – Little Red Book.
Gucci
Scrolling on social media, the box from Gucci is seen a lot. Their box sure is something extra, check in this video:
Video showing the Gucci Mooncake box of 2022
Oatly
Looking up to the brands in the north of Europe. The Swedish food supplier Oatly, thinking outside the box by making this playful box.
Image: Taobao
NBH
Mooncake box is also a very common way to show gratefulness to colleagues, partners, and clients. For our clients in China, we at NBH created this box.
NBH Mooncake gift box 2022
The Mid-Autumn festival is really a good opportunity to create relationships with your followers, clients, and customers. The Mooncake gift has really no limits to creativity and tells the story of your brand.
How does your brand adapt to China’s Cultural festivals?
NBH has years of expertise in working with digital marketing in China. Our expertise is available in both Europe and China. Read more about our services here.
Depending on your industry and audience we adapt your marketing to the right platforms.
2020 brought us an unprecedented adversity domestically and globally. Businesses that used to exist has suddenly disappeared, and companies from different industries suddenly must rely on online channels much more than they were used to. Some lucky ones have made their preparations well, while some was caught a bit off-guard and need to start their digital journey. China has been in the forefront when it comes to digitalization development and its digitalization evolvement has been astonishing. In this article, we will briefly look into some digital marketing trends in China in 2021.
Short video, social ecommerce, and private domain traffic would become even more important
According to the data from SocialBeta, short video, social ecommerce, and private domain traffic is considered as the top 3 marketing approaches to look into based on the survey done with advertisers in China.
Social ecommerce refers to the process of applying social media and ecommerce functions like following, sharing, commenting, and interaction into ecommerce purchasing services to provide a better and more sociable purchasing experience. Social ecommerce works like a shopping guide to lure potential customers, as well it creates interaction between the brand and customers. From a brand’s perspective, this could increase the stickiness of the customer, and from the customer perspective, it creates a sense of participation.
Private domain traffic refers to a social network such as a WeChat group, and WeChat mini-program registered members, created and owned by a brand. For example, a cosmetic brand could create several WeChat groups (each could have up to 500 WeChat users) and through offline and online activities, customers could be added to the WeChat group. The brand can then do sales and promotion related activities in the group without spending any advertising money and people in the group are also their targeted customers.
KOL/KOC marketing will play an even more important marketing role
Brands often rely on the KOL/KOC for product seeding, sales conversion, and branding purposes. Although one of the major challenges for using KOLs could be tracking the data authenticity which makes it hard to really value the efficiency of a KOL cooperation. Cooperation with KOC has drawn more and more attention from the advertisers. KOC often shares their true experience from a customer perspective, which would lead more trusts and emotional resonance for other potential customers. Even though their follower base is smaller than traditional KOLs, but the follower quality could even be higher. In the year 2021, a marketer needs to not only rely on KOLs’ mass follower base for branding purpose, but also rely on KOCs to substitute KOL for creating more trustworthy products discussions.
With the implementation of 5G, the speed of mobile internet will be even faster. In a highly digitalized society like China where mobile APPs are highly integrated into people’s everyday life, the increased internet speed will push the digital development even further, an upgraded and new digital marketing approaches could be incubated.
As a marketer, it is truly exciting to see what the upcoming changes in China’s digital marketing world will be in 2021.
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