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宝宝知道品牌招商会羊城即将盛大开启

发布日期：2017-06-21 15:21:42编辑：chen

据咨询公司罗兰贝格预测，到2020年中国母婴童市场规模将达到3.6万亿元。二胎政策加上中国父母对育儿投入的不断加大，让母婴行业呈现堪称惊人的增长潜力。作为中国最专业的母婴知识社区，百度宝宝知道将于6月29日在广州举行首届母婴品牌招商会，在“因爱认知：新手父母品牌触达路径”为主题的母婴新营销论坛上，宝宝知道负责人将与业内大咖、品牌代表以及用户共同探讨新形势下母婴品牌的成长之路。

年轻父母有知识没经验 品牌广告如何转化?

母婴消费品市场潜力变大，但同时消费者的挑剔程度也在与日俱增，传统营销方式难以触动当代父母心智，即便是实力雄厚的大品牌，也被高投入和低转化率所困扰。

这是由于近年来，中国人的生育、育儿观念正在发生根本性的转变。一方面是传统生育、育儿理念在现代社会的冲击下已经坍塌，旧有的惯性秩序不再牢固，而在重构新体系的过程中，新手父母付出了巨大努力重新学习。

从备孕、生产到育儿阶段全覆盖的百度宝宝知道，由此成为不少年轻父母的指路明灯。

新阶段中，母婴消费者呈现出与其他品类不同的三大特点。第一是“阶段性”突出，一个孩子从孕育到成长有着鲜明的阶段性特征，每个阶段都不可回溯，消费时机转瞬即逝;第二是“非大众”，传统大众媒体对母婴消费者的影响力势微;第三是“多观察”，对关系到孩子的消费更加谨慎，品牌实力和口碑缺一不可。

把握关键时机精准投放 百度宝宝知道助力母婴品牌崛起

经过3年精心打磨，依托互联网巨头百度的技术实力和生态优势，百度宝宝知道已经成为移动互联网时代母婴领域首屈一指的知识社区。每月有超过2.6亿人次在百度宝宝知道主动获取母婴知识，从2016年11月起更是在月活跃用户上大幅领先母婴行业多数产品，这让百度宝宝知道拥有了进行品牌营销的用户基础。

作为百度旗下唯一母婴垂类产品，百度中母婴用户53%的搜索需求被宝宝知道满足，并与百家号、信息流等无缝对接，对外沉淀母婴内容、对内则是母婴搜索流量的枢纽。对比其他母婴营销产品，百度宝宝知道在可以触达海量用户的基础上，能够更为精准的为消费者匹配品牌信息，从而带来高效转化。与此同时，百度宝宝知道一站式的KOL聚合以及AI技术的助力，可以为品牌广告主提供丰富营销组合，满足不同阶段的营销需求。

针对“阶段性”问题，百度宝宝知道能够准确区别用户处在哪个阶段，从而精准匹配消费需求;针对“非大众”的问题，百度宝宝知道可以将品牌信息融入社区及知识当中，以原生形式提高影响力;针对“多观察”的问题，百度宝宝知道以丰富形式组合出击，在消费关键时机反复刺激，从而直接影响消费决策。

重磅推出“筑金计划” 将拿出千万推广资源与品牌方共享

总的来看，百度宝宝知道提供基于知识内容的软性广告植入模式，在新手父母路径关键节点拦截需求、沉淀内容，形成“全屏软硬曝光+全网口碑营销”组合拳出击，让品牌和活动信息最大化传播。高效营销的前提是百度宝宝知道对于社区、用户的尊重，共赢的理念也能为品牌带来长期美誉。

此前，百度宝宝知道公布了“百万粉丝”计划深耕内容，设置达人、VIP、大咖三级制度，广邀全网母婴内容强人，以开放姿态扶植新KOL，为用户带来更多有价值的内容。而在营销端，百度宝宝知道借助此次母婴新营销论坛，重磅推出“筑金计划”，将拿出千万推广资源与品牌方共享，为伙伴共同筑就金色未来。宝宝知道耕耘三周年来，以专业可信赖态度深入服务用户，数据显示，用户对宝宝知道的依赖性快速提高，母婴社区用户近三分之一的时间在使用宝宝知道，并且用户日均使用时长高于整体母婴市场。

母婴品牌市场盛况与危机并存，面对初见浪潮涌起的万亿市场红利，消费者决策方式、母婴媒体环境的改变让母婴品牌营销必须走上变革之路。6月29日的广州，国际知名奶粉品牌美赞臣、纸尿裤品牌帮宝适与百度宝宝知道首席运营官赵洁、百度营销研究院资深营销总监刘虎、育儿专家郑玉巧及其母婴短视频栏目《美妈锦囊》制片人高燕与您相邀，共同探讨母婴行业的营销之道。

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