“SKII needed to do something different to win 11.11 2017. Baidu was not delivering the search ROI it used to. Peoples search behavior had changed, no longer going just to Baidu for their search needs. People are now going to eCommerce for their product search needs, and social for their celebrity, do it yourself, and brand news needs. With Baidu taking a more holistic role.
These insights led us to develop a framework for managing search across multiple channels. Search Engine, eCommerce and Social. The implications from this help to better plan what content is developed on each platform, given the type of content people are searching for, what the budget split should be and how each channel should be used given the role it plays in a consumers day of search. This framework we call, System Search.