国际顶尖外贸企业如何通过谷歌竞价推广占领市场？互联网巨头的广告攻防战
作者 | 祝彰 来源 | 市值榜 转自 | 华尔街俱乐部
营销行业的几次重大变革
Key Milestones in Marketing Evolution
20年前，在互联网尚未普及时期，电视、广播和报纸是主要的营销渠道。一则电视广告就能打造一个品牌。
Two decades ago, before the internet era, TV, radio and newspapers dominated marketing. A single TV commercial could build a brand.
10年前，随着互联网兴起，SEO和SEM等搜索营销成为企业首选。百度等搜索引擎解决了信息不对称问题。
A decade ago, with internet growth, SEO and SEM became primary marketing tools. Platforms like Baidu solved information asymmetry.
5年前，移动互联网浪潮下，电商平台广告成为最有效营销方式，因其更接近交易环节。
Five years ago, e-commerce ads dominated as mobile internet boomed, being closer to transactions.
如今，抖音、快手等短视频平台成为广告主新宠。每次技术变革都重塑营销格局。
Now, short-video platforms like Douyin and Kuaishou attract most ad budgets. Each tech shift reshapes marketing.
BAT如何成长为广告巨头？
How BAT Became Advertising Giants?
中国互联网早期，百度依赖搜索广告，2005年网络营销贡献96.3%收入。2007年百度超越新浪成为广告市场第一。
In early China internet, Baidu led with search ads contributing 96.3% revenue in 2005. By 2007, it surpassed Sina as top ad platform.
阿里2008年推出直通车，发展出展示广告(CPM)、搜索广告(CPC)和联盟广告(CPS)三种电商广告模式。
Alibaba launched P4P in 2008, developing CPM, CPC and CPS e-commerce ad models.
移动互联网时代，BAT通过并购扩大流量入口。2013年阿里投资微博，百度收购爱奇艺，腾讯注资搜狗。
In mobile era, BAT expanded through acquisitions - Alibaba invested in Weibo, Baidu acquired iQiyi, Tencent backed Sogou in 2013.
短视频平台改变游戏规则
Short-Video Platforms Disrupt the Game
2016年信息流广告市场份额首超10%。抖音、快手凭借个性化推荐成为新流量入口，其视频化展示方式显著提升转化率。
In 2016, feed ads exceeded 10% market share. Douyin/Kuaishou became new traffic gateways with personalized video content boosting conversions.
平台通过DMP(数据管理平台)实现智能匹配，并构建完整营销生态。如巨量引擎提供从广告投放到电商转化的全链路解决方案。
Platforms use DMP for smart matching and build complete ecosystems. For example, Ocean Engine offers end-to-end solutions from ads to e-commerce.
满足个性化营销需求
Meeting Personalized Marketing Needs
数据工厂允许广告主自定义标签，建立专属人群模型。这种灵活性帮助品牌实现精细化运营和精准投放。
Data factories enable custom tags and audience models. This flexibility helps brands achieve precision marketing.
各平台持续升级数据能力：阿里数据银行支持自定义标签，腾讯知数推出标签广场，京东数坊支持行为标签创建。
Platforms keep upgrading: Alibaba's Data Bank allows custom tags, Tencent offers Tag Square, JD.com supports behavior tags.
从门户广告到搜索广告，再到电商和短视频广告，中国互联网广告不断演进。未来竞争将围绕数据深度应用和用户体验优化展开。
From portal to search to e-commerce and short-video ads, China's internet advertising keeps evolving. Future competition will focus on data application and UX optimization.
关键数据来源：
Key References:
- Analysys: 2017 China Feed Ads Market Analysis
- Dongxing Securities: Digital Marketing Industry Report
- iResearch: China Online Advertising Annual Report 2009-2020