SEMPO chairman Jeffrey Pruitt provided the keynote address for the Interactive Marketing breakout session at the Baidu World Conference in Beijing, China, on September 2, 2011. Pruitt is CEO of ethology and a founding partner and CEO of Tallwave. His address, "The Role of Search in Branding and Integrated Marketing,” was translated by Michael Y. Xu, SVP, Beijing Gridsum Technology Co., Ltd. and member of the SEMPO Board of Directors.
The Baidu World Conference is hosted annually by Baidu.com, Inc., the world’s largest Chinese language website. The conference brought together international branding and marketing experts, business leaders, economists and industry analysts to exchange ideas on the latest trends in new media.
At the Conference, SEMPO joined the Internet Society of the China Government in presenting winners of the Baidu SEM Awards. Michael Xu chaired the awards committee on behalf of SEMPO.
With more than 500 million netizens, Baidu is one of the most valuable channels for online conversion, and now holds over 80% of the search market share in China. The goal of Baidu SEM Award is to build an eco-system for the search marketing industry, generate awareness and establish thought leadership. Holding an award for PPC is a milestone for search marketing in China, and is the first since Baidu was established at 2000.
Jeff Pruitt presented the following awards:
Gold Medal of the Year: L’Oreal Paris, international movie star promotion at Cannes which integrated with their online business to build maximum brand awareness. Their CTR of branding zone is over 60% growth more than usual.
Silver Medal of the Year: SamSung for outstanding performance with a series of annual PPC Campaigns to cover their products. As a result, their total CTR increased 16%; CPC decreased 34% and CPA decreased 39%.
Bronze Medal of the Year: Mazda, for integrating TV commercial with US Gold Medal winner Michael Phelps with their online marketing to maximize their exposure and brand awareness.