Presented by: 1 The Psychology of Search Erica Schmidt, Global Search Director @ericaschmidt.

Presented by:

1

The Psychology of Search

Erica Schmidt, Global Search Director

@ericaschmidt


Parisian Love

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4

http://www.youtube.com/watch?v=nnsSUqgkDwU

http://www.youtube.com/watch?v=nnsSUqgkDwU


Search Drivers

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The Branding Power of Search

• 36% of search engine users believe that the top results are the top brands

• 16% lift in unaided brand recall when in the Top Sponsored and Top Organic Results

• Consumers are less likely to purchase from a brand that doesn’t appear in search results


Data from our Thought Leadership

• 67% of online search users are driven to search by offline channels

• TV (37%) & word of mouth (36%) are the channels most effective at driving search

• 40% of online searchers influenced by offline channels ultimately make a purchase

Source: iProspect Offline Channel Influence on Online Search Behavior Study (August 2007)


Case Study: Integrating Search with Offline Media

Objective:

Drive qualified Internet users to the Saab UK website in support of the launch of the new Saab 93.

Approach:

The search campaigns were strategically planned around the launch of the Saab TV campaign, radio and outdoor activities. Tailored creative was developed with the purpose of keeping a consistent advertising message between online and offline media.

Effectiveness & Results:

• Huge peak in clicks and CTR

• Our analysts anticipated a high volume of downloads of the TV ad song from the Saab website, and correspondingly we developed a highly targeted campaign to attract searches specifically looking to download this song.


15,000+ unique visitors

31,000+ page views

3,500 questionnaires

66 countries

23% click-throughs to Coke

19 twitters

16 blogs

7 Flickr posts

4 articles

2 Facebook posts


see it…searchwhen did you see the poster?

today28%

yesterday17%

within last week17%

over a week ago20%

2-3 days ago18%


Search-Offline Marketing Integration


Search Informs Communications

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Let Search inform marketing communications

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http://www.flickr.com/photos/metropol2/149294506/


Before…Focused on Ingredients


Now…Focused on 50 Million Searches


CASE STUDY:Increased Traffic & Market Awareness

Solutions• Sub-domain build-out• Optimized videos• Syndicated videos to 24

vertical search engines• Yahoo! Answers campaign• Blog campaign

Results• Increased traffic to site by

57% within three months!• Over 1.8 million video views!

600% Increase in Market Awareness


Getting into the Consumer Mindset

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The material contained in this documentation is proprietary and confidential to iProspect.com, Inc. Copies are made available only with the prior written consent of iProspect as to purpose and quantity. It is not permissible to use, modify, copy or disclose any information contained herein for any other purpose without the express written permission of iProspect. If you are not the intended recipient of this material you are requested to take immediate steps to destroy it.

Thank you!

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@ericaschmidt

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Presented by: 1 The Psychology of Search Erica Schmidt, Global Search Director @ericaschmidt.

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