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Merkle & Baidu: Bringing People-Based Marketing to China

China is more than the world’s largest population. With over 670 million consumers online, which is more than twice the size of the entire US population, it is also home to the world’s largest digital population. It has more than a billion mobile phone connections and about half of those are broadband. It has the second largest economy in the world and embodies unprecedented buying power – both in business-to-consumer and business-to-business. Yet, with all its potential, China is a tough market to get into. It’s difficult because the media there is different; the way it works is different; and frankly, many of the agencies there don’t employ the same operating models that we do in other markets.

In an effort to overcome these challenges and tap into the promise of people-based marketing in China, Merkle has developed a partnership with Baidu, the largest digital platform in China and the fourth-largest digital platform in the world. We’re the first US-headquartered agency that Baidu has selected as a partner. Our relationship gives Merkle clients total transparency into the China market, offering the ability to buy media like they do in other markets, at the real-time bid price. The combination of Merkle’s deep-rooted performance marketing expertise and Baidu’s ubiquitous presence offers a tremendous opportunity for program expansion.

To illustrate how massive an impact the Baidu platform has, in addition to its 87 percent share of the search market in China, it also offers a social network and encyclopedia utility. And most importantly, it boasts a network of 600,000 sites that you can buy on with customer intent.

This new partnership means Merkle can provide the same level of service in China that we’re able to offer in the US and Europe. Merkle has unprecedented access to Baidu inventory and would like to talk with you about how we can help expand your program into China or improve your existing program.

If you have questions about Baidu or the Merkle Baidu Partnership, please email us or visit our Baidu Partnership page for more information and resources.