Lernen Sie von den Besten! Erica Schmidt iProspect

Search Integration & Convergence

Lernen Sie von den Besten! Erica Schmidt iProspect

Putting the consumer first

Lernen Sie von den Besten! Erica Schmidt iProspect

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

Lernen Sie von den Besten! Erica Schmidt iProspect

Search-Offline Marketing Integration

Lernen Sie von den Besten! Erica Schmidt iProspect

mobile search can be

50 timesgreater on sophisticated devices

Consumers search more and more via their mobiles

Lernen Sie von den Besten! Erica Schmidt iProspect

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.

Lernen Sie von den Besten! Erica Schmidt iProspect

Bought, Owned and EarnedThe new media paradigm

Bought Owned Earned

Lernen Sie von den Besten! Erica Schmidt iProspect

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