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The Psychology of Search

The Psychology of Search. Erica Schmidt, Global Search Director @ ericaschmidt. Agenda: Why do people search? What drives people to search? Search informs communications Discovering the consumer mindset. Parisian Love. http://www.youtube.com/watch?v=nnsSUqgkDwU. Search Drivers.

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The Psychology of Search

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

  2. Agenda: Why do people search? What drives people to search? Search informs communications Discovering the consumer mindset

  3. Parisian Love

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

  5. Search Drivers

  6. 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

  7. 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)

  8. 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.

  9. 15,000+unique visitors 31,000+page views 3,500questionnaires 66countries 23%click-throughsto Coke 19twitters 16blogs 7Flickr posts 4articles 2Facebook posts

  10. see it…search when did you see the poster?

  11. Search-Offline Marketing Integration

  12. Search Informs Communications

  13. Let Search inform marketing communications http://www.flickr.com/photos/metropol2/149294506/

  14. Before…Focused on Ingredients

  15. Now…Focused on 50 Million Searches

  16. CASE STUDY: Increased Traffic & Market Awareness 600% Increase in 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!

  17. Getting into the Consumer Mindset

  18. Thank you! Erica.schmidt@iprospect.com @ericaschmidt

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