15.07.2010 track 3 search erica schmidt iprospect
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Werbeplanung.at Summit 10TRANSCRIPT
Lernen Sie von den Besten! Erica Schmidt iProspect
Search Integration & Convergence
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Putting the consumer first
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37%
30%
20%
17%
67% of online search users are driven to search for information about a
particular company, product, service or slogan by an offline channel
TV
PressRadio
Outdoor
Source: iProspect, ‘Offline channel influence on online search behaviour, 2007
Offline channels drive search
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Search-Offline Marketing Integration
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mobile search can be
50 timesgreater on sophisticated devices
Consumers search more and more via their mobiles
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Amplification
• Next to traditional media (Radio and Print) Verbund invested in Q4 2009 5% of their media budget in a PPC campaign.
• As a result of that Verbund generated 2009 2.5 more orders than 2008 (with a similar budget).
• Since that PPC is an integrated part in the all-year strategy of Verbund.
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Bought, Owned and EarnedThe new media paradigm
Bought Owned Earned
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Non-branded PPC CTR Increases When Next to Organic Result
Test position adjustments for PPC keywords to measure impact on PPC CTR
1.99% PPC CTR increased
to 6.88% CTR
Case Study: Organic & Paid Interaction
Lernen Sie von den Besten! Erica Schmidt iProspect
Thank you