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Darwin Competitive Advantages

Darwin Competitive Advantages

Darwin Marketing is bringing international best practices and local market knowledge to enable data driven, expert guided, technology enabled marketing optimization for every business.

As the leading China Search Engine Marketing (SEM) company, Darwin Marketing is the choice of leading advertisers such as P&G, DangDang, Grand Hyatt among its clients and we have likewise become of the choice of numerous 4A Agencies such as Starcomm, TBWA/Agency.com and China Interactive.

Our History

Beginning back in 1996, our founders were already involved in internet marketing in the U.S. and part of pioneering teams that were creating industry wide best practices for measuring, analyzing and optimizing online advertising.  From those formative experiences, an Evolutionary Marketing process emerged. 

By 1998, our founders were working with leading internet marketing technologists that created one of the first fully measurable online marketing platforms (search, e-mail, portal, etc.) and showed clients how $1 invested returned $1.50.

Starting in 2000, local best practices were likewise being formed at eachNet, Bertelsmann Online and eBay China and the founders of Darwin came together in 2005 to bring the best of local and international to China's advertising industry. 

Data Driven Approach

Our core value proposition comes from the way we measure and optimize advertising, creating engaging, interactive responses from target customers that enable our expert analysts to listen and follow what customers are saying by how they respond to our client's advertising. 

Our approach is not just to make the sale (sales driven) but rather driven by a mission to deliver a tangible, measurable (data driven) return on investment (ROI).  We allow our clients to measure Beyond the Click, so advertising becomes tied to a business result (sales leads, revenues, etc.), not just an advertisement. 

Expert Guided

Beginning with our founders, we have recruited and trained a team of internet marketing leaders from companies such as eBay, Yahoo/Alibaba, NetEase, BBDO Advertising and instilled a mix of international and local best practices for marketing and advertising optimization.

Darwin vs. Local Teams

Unlike our local competitors, our team is trained in both local and international best practices and is built to deliver high quality service for mid to large enterprises via:

1.  Dedicated team leader + analyst structure for every client
2.  Full service solutions from strategy, execution, reporting and optimization
3.  Scalable optimization to campaigns well over 50,000 keywords on Baidu, Google and Yahoo 

Darwin vs. Foreign Teams

Unlike our foreign market entrants, Darwin has more experience understanding the unique qualities of local users and the local search engines such as:

1.  More local China Search Engine Marketing (SEM) experience and local success cases
2.  More insights into the usage patterns of mainland Chinese internet users
3.  Longer term partnerships and technology collaboration with Baidu, Google and Yahoo China

Technology Enabled Scale

At Darwin, we use our scalable technology platform as a guide for our analysts to make optimization decisions on ever larger number of keywords under management.  We turn poor performing keywords into good performers so we can deliver what clients really want-- optimized advertising at high volumes!

Darwin vs. Local Technology

Other local players promote the concept of rules driven technology, but what does that mean exactly?  This is a simple rules based system that removes poor performing keywords once it goes beyond a target number, fine for small campaigns but does that scale for large clients? 

While that may keep costs down in the short term, this approach is not scalable.  In fact, the exact opposite results as the rules reduce keywords under management, thereby reducing customer response and leading to decreasing sales volumes.  Is that what Advertisers want?  Not the advertisers we know ;)

Darwin vs. International Technology

Other international players have spent the better part of six years or more developing their technology platforms for Google, Yahoo and MSN, which is great if you are operating in the U.S. or Europe.  How well do these platforms translate to Baidu or Yahoo (China), which is not integrated with Yahoo's global platform?

Baidu and Yahoo (China)'s platforms were built to serve the local China market and thus everything from the user interface to the data available is different. The simple answer is that these foreign platforms are not easily extended to China's leading search engine result publishers (SERPs). 

Unlike foreign entrants, Darwin has worked closely with Baidu, Yahoo (China) as well as Google to develop a highly scalable platform built for China search engine marketers (SEM) by China search engine marketers.  

Learn More!

If you have any questions about Darwin's competitive advantages, how we can help you or your client optimize their advertising, please contact us to learn more!