In May 2015, CTR, a Chinese reserach company, announced a new report on China advertising market, which focused on key industries and top advertising marketing companies.

In early 2015, advertisers had more confidence in their industries and companies compared with last year.

The total budget increase in 2015 came the lowest since 2009, and the reduction rate was 29%, which was the highest in recent 7 years. Companies had less expectation for the future market.

Most advertisers popularized products through multi-channel marketing and agreed that building a good brand image is essential for marketing. In 2015, it gradually became a trend for companies to buy direct advertisements from media, and invest more in digital marketing.

In 2015, TV, internet and end promotion would become major marketing tools. Second-tier and third-tier cities, east China, Central China and South China would be key marketing areas; the first-tier cities and northwestern China would cut marketing expenditures, according to CTR.

In recent 2 years, advertising tools increased, more advertisers would choose to use multimedia, especially mobile internet and events marketing.

Provincial TV sites would be first choices for most advertisers, while CCTV sites had less advertising than last year, digital TV advertising has been increasing for 3 successive years.

2015 would see a year of large input in social media, video and search engineer advertising, both in PC internet and mobile internet. New outdoor media, such as cinema advertising and bus advertising would attract more advertisers.

While investing in advertisements in internet terminal, it is always not easy to judge their effectiveness, advertisers must consider all concerned factors before making decisions. More and more advertisers tend to popularize products through several multimedia combination, and like to help build brand image through TV, outdoors and prints. They get a clear view towards each promotion channel, the interactivity of internet, low cost of the radio advertising, which helps them choose a better advertising channel.

Also read: China Online Advertising Market in Q1 2015

Push Negative Search Results Down

This tactic applies to all search engine negative results management. What you need to do is push up the positive content results on Baidu relevant search queries. The lower the negative listing, the less exposure and damaging it will do as generally speaking, lower positions get lower click through rate and hence less clicks. Your goal is to optimize non-negative content’s rankings on Baidu SERPs. And, the first thing you should do is to identify the relevant keywords which can often be grouped to two categories: generic brand terms, “brand + incident/events” terms. There are many tactics you can implement to push down those negative results; you should consult your agency or internal expert for details. One popular tactic I deployed for clients in the past is to utilize relevant and authoritative online news websites to publish articles on target search queries as Baidu display listings from news websites on top of SERP when the topic is hot.

Remove Negative Results from Baidu

Baidu does deal with fake content and you just need to report the links that contains unreal information defaming your brand or companies. Simply locate the corresponding search result and click on “report” link: Before you click on the “report” link, create one to five screen captures for upload in the coming step. In case the website, who published negative content about your brand or product, updated or removed the unpleasant content; you may want to submit another request to have the cache removed at Baidu user service center: The downside of this strategy is that it takes time for Baidu to process your request. One possible solution is, you try call the customer service and do your best to get it reviewed asap. If you don’t have such problems right now, you should get prepared making a standard response protocol as part of the risk management.

Also read: Why Wechat Marketing Metrics Could All Be Lies